𝐓𝐡𝐞 𝐔𝐧𝐢𝐪𝐮𝐞 𝐕𝐨𝐢𝐜𝐞 𝐒𝐞𝐚𝐬𝐨𝐧 𝟑 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐞𝐬 𝐁𝐡𝐮𝐭𝐚𝐧’𝐬 𝐑𝐢𝐬𝐢𝐧𝐠 𝐓𝐚𝐥𝐞𝐧𝐭 𝐨𝐧 𝐓𝐢𝐤𝐓𝐨𝐤

…𝒚𝒐𝒖𝒏𝒈 𝒔𝒊𝒏𝒈𝒆𝒓𝒔 𝒇𝒓𝒐𝒎 𝒂𝒄𝒓𝒐𝒔𝒔 𝒕𝒉𝒆 𝒄𝒐𝒖𝒏𝒕𝒓𝒚 𝒂𝒏𝒅 𝒂𝒃𝒓𝒐𝒂𝒅 𝒇𝒊𝒏𝒅 𝒄𝒐𝒏𝒇𝒊𝒅𝒆𝒏𝒄𝒆, 𝒄𝒖𝒍𝒕𝒖𝒓𝒆, 𝒂𝒏𝒅 𝒄𝒐𝒏𝒏𝒆𝒄𝒕𝒊𝒐𝒏 𝒕𝒉𝒓𝒐𝒖𝒈𝒉 𝒂 𝒅𝒊𝒈𝒊𝒕𝒂𝒍 𝒎𝒖𝒔𝒊𝒄 𝒄𝒐𝒎𝒑𝒆𝒕𝒊𝒕𝒊𝒐𝒏

By Tashi Tshewang

Bhutan’s TikTok-based talent show, The Unique Voice, has officially entered its third season, continuing to showcase raw singing talent from across the country. Initially launched as a digital platform to discover and uplift undiscovered vocalists, the show has grown into a nationwide program with thousands of followers and participants. It offers everyday Bhutanese individuals the opportunity to present their singing abilities on a popular social media platform.
Season 3 introduces new challenges, an expanded participant base, and improved judging standards. The competition is conducted entirely on TikTok, where singers upload short videos of their performances. Winners are determined through a combination of public responses- likes and comments- and assessments from a panel of judges.

The Unique Voice has provided young artists with a space to express themselves and has redefined how talent shows operate in Bhutan. It embraces technology and social media as effective tools for reaching a wide audience.
Gem Gyeltshen, the organiser of The Unique Voice, said, “The main goal behind creating The Unique Voice was to discover and promote raw, undiscovered singing talent across Bhutan and even beyond.

Many young people, especially in remote areas or abroad, don’t have access to traditional platforms where they can show their talent. We wanted to make something inclusive, a platform where anyone, no matter their background or location, could shine purely based on their voice. Over the seasons, we have seen a huge rise not only in the number of participants but also in the quality of talent, public response, and the overall value of the show. We have evolved from simple video submissions to a full-fledged competition with mentoring, themed rounds, and connections with music professionals.”

He acknowledged that running a fully online competition has brought its own set of challenges, but the team remains committed to improvement and fairness for all contestants. “There are definitely challenges. Since the show is hosted on TikTok and completely online, internet connectivity can really affect how things go, especially during live sessions or while uploading videos. We also don’t get to meet the contestants or judges in person, which sometimes makes it harder to share information on time or clarify confusion. Another issue is video quality. Not all participants have access to good phones or cameras, so their performances don’t always appear as they should. Still, we do our best to treat every contestant equally and support them however we can.”

He added that the upcoming rounds will feature new concepts such as surprise challenges, guest collaborations, duet contests, and enhanced public engagement. “We are also improving the voting process and introducing mentorship to help our singers grow into confident artists. Our goal is simple: to evolve while staying true to our purpose, giving unique voices a real platform to be heard and celebrated.”

Namgay Tenzin, also known as Namgay Jigs and one of the show’s judges, explained what they look for in contestants. “We look for a unique vocal and an original sound. There are many contestants with good voices, but if their style closely resembles someone else’s, it becomes difficult to select them. As a judge, I try to be completely fair. I assess various elements like vocal tone, rhythm, scale accuracy, and overall singing style before giving any scores.”

He also spoke about concerns related to the public voting system. “Public voting through gifts and likes can sometimes be biased, since friends and relatives often support someone they personally know. It’s wonderful to see our youth performing traditional genres like zhungdra, boedra, and rigsar. It shows that they are not only sharing their talent but also helping preserve our culture. This platform has truly become a space where individuality and cultural identity come together.”

Lhamo Drukpa, who served as a judge during Season 1, emphasised the value of uniqueness in vocal performance and the fairness of the judging process. “The voice we are looking for is one that stands out, something truly unique and not similar to any existing singers. From the judging panel, I can confidently say the evaluation is 100 percent fair. As for the voting, it’s completely in the hands of the public. That’s why we always encourage people to vote wisely for the right and deserving candidates.”

She also highlighted the broader impact of digital platforms on youth participation in music. “Youth today should take full advantage of 21st-century opportunities. There are so many ways to grow through music festivals, competitions, and online exposure. But every positive impact comes with a potential negative one. That’s why balancing passion with responsibility is so important.”

Kuenzang Nidup, a contestant from Nubi Gewog in Trongsa, said the platform gave him a chance he had never found elsewhere. “I have always loved singing, but I never had the right platform to share my voice with a wider audience. When I saw how The Unique Voice celebrates not just talent but individuality, I felt inspired to be part of it. I wanted to step out of my comfort zone and challenge myself while learning from other talented artists across the country.”

For Kuenzang, the experience has been one of personal development and artistic growth. “This platform has pushed me to work harder on my vocals, stage presence, and self-expression. The feedback from mentors and the encouragement from fellow contestants have helped me see my potential more clearly. Every performance has built my confidence, and now I feel more comfortable sharing my voice with the world. Winning would be a dream, but more importantly, I want to inspire others who may be afraid to show their talent. I also hope this opens doors for future opportunities in music.”

Tshering Lhamo, a contestant from Trashigang, shared a similar story of encouragement and growth. “I got great support from my friends, relatives, and my husband who told me I had a quality voice. Their words inspired me to start singing. I used to learn songs by listening to social media platforms like YouTube. I didn’t always understand the full meaning or memorise entire songs, but I enjoyed singing from my heart. Through The Unique Voice, I now have the confidence to sing more seriously.”

Participating in the competition has deepened her appreciation for Bhutanese music. “Now that I am in the competition, I am learning full songs and understanding their lyrics better. I joined The Unique Voice because I wanted to aim for the top. But more than that, I believe it’s our responsibility to preserve our culture for the future. I am proud to be part of this journey, and I am grateful for all the support I have received. I wish all the other participants the best of luck and hope we all perform well.”

Tandin Tshering, a Bhutanese contestant participating from Canada, said the platform has helped him express his individuality despite the physical distance. “I believe The Unique Voice is the perfect platform to showcase my talent and express my individuality. It offers a space where diverse voices are celebrated, and that truly inspired me. I feel ready to share my voice with a wider audience and connect with people through my unique style and creativity.”

He praised the organising team for their continuous support. “Even though I live in Canada, the team has always been there for me. They check in regularly, ask thoughtful questions, and give helpful feedback that improves my performance. Thanks to their support, I have grown not only as a singer but also as a person. More than anything, I want to inspire young people like me to believe in themselves and follow their dreams no matter where they come from.”

As The Unique Voice continues through its third season, the show appears to be playing a larger role in the development of local talent and the preservation of musical heritage. With digital platforms increasingly becoming a space for creative expression, the show reflects both the aspirations of Bhutanese youth and the evolving role of social media in cultural promotion.