Published by Cel Manero from Global One Media Inc.
The country star spoke with PEOPLE about her new role as host and judge of SoFi’s Amplify Your Ambitions Contest while also looking back on the early stages of her music career.
Kelsea Ballerini is stepping into a role focused on supporting new artists as she partners with SoFi to host and judge the company’s Amplify Your Ambitions Contest. The competition will award a $200,000 grand prize, along with two $50,000 runner-up prizes, with winners being announced at an intimate Nashville event on June 4.
Ballerini, 32, shared that discovering new and unknown artists online is something she genuinely enjoys, saying it inspires her and brings her joy. She added that being part of the contest allows her to help spotlight emerging talent.
Musicians of all genres can submit entries through April 30, including a performance video, a written essay explaining how they would use the prize money, and other application materials via the contest website.
Rather than taking a strictly critical judging approach, Ballerini said she hopes to encourage participants, offer perspective, and uplift them—especially those bold enough to pursue a music career and enter the competition.
She also reflected on how meaningful the prize money could be for developing artists, drawing from her own early career struggles. When she was starting out, she signed a publishing deal worth $18,000 for the year, which she considered her first full-time income in music. During that time, she also faced financial hardship, including applying for government assistance and dealing with car troubles while trying to build her career through songwriting and small gigs.
The judging panel will also include Vivian Tu, SoFi’s Chief of Financial Empowerment, and Grammy-winning songwriter Shane McAnally, who has previously collaborated with Ballerini.
She added that her experience as a coach on The Voice will help guide her approach as she evaluates contestants, focusing on mentorship and encouragement rather than strict critique.