New singing competition The Launch takes off tonight on CTV

Aiming to put the songs first, The Launch includes celebrity mentors Shania Twain, Alessia Cara, Boy George, Fergie, Nikki Sixx of Motley Crue and Jennifer Nettles of Sugarland.

Shania Twain is a mentor to the young talent on The Launch, flanked by record producers busbee, left, and Scott Borchetta. (MARK ONEILL / CTV)

That’s how record executive Scott Borchetta sees The Launch, the series he developed with Bell Media, Eureka and Insight Productions.

It debuts Wednesday at 9 p.m. on CTV.

But if you’re reading this and thinking “Not another TV singing competition,” Borchetta is clear this isn’t an American Idol or Voice clone.

In fact, Borchetta — whose Big Machine Label Group introduced the world to Taylor Swift — first hatched the idea while appearing as a mentor on American Idol in 2015 and trying to figure out how to shake up that format.

“Going 20-plus weeks seeing who gets voted in as the winner, then trying to figure out the song and producer, it just felt like we can do a better job with that much attention and that many sets of ears and eyes paying attention to the show. . . . And so I came up with the concept of we could start with a great song, start with a great producer, how can we build out from there?”

And that’s exactly where The Launch begins.