The series also leverages the platforms of CTV's parent company Bell Media, including its radio stations, in order to promote its winners.

The series was renewed for a second season which aired on CTV between January and March 2019,[1] and Bell sold international format rights to Sony Pictures Television.

[4] In an interview with the Toronto Star, Borchetta contrasted The Launch to other reality music competition series such as American Idol (where he mentored during its fourteenth season) and The Voice, by emphasizing its focus on a song itself rather than just performers.

After judging the recording and live performance, the mentors and Borchetta select a winner, whose song is "launched" through digital music services and stores after the airing of the episode.

However, Faguy was critical of the premiere's featured song, "The Lucky Ones", describing it as being "catchy" but written "by committee", with "uninspiring" lyrics and "a melody that doesn't really set it apart from anything else you'll hear on Virgin Radio."

He also criticized the decision to cut auditions from the airing episode for time constraints (although Bell defended the decision by noting that these contestants were still able to participate in promotion for the series, would be featured in supplemental digital content posted on the CTV website and YouTube, and that "director's cut" versions of each episode would be made available for streaming on CraveTV after their CTV broadcast).

[8][5] "Ain't Easy" was the most successful song of the first season, reaching a Music Canada Platinum certification and being the only one to chart on the Billboard Canadian Hot 100.