Photo: Broderick Young

Budding St. louis singer Broderick Young’s got a healthy dose of music running through his blood, perhaps making him predestined for his place as one of five semifinalists in the Colgate MaxFresh Video Music Competition.

His grandmother Bettie Oscar sang backup for Tina Turner (pre-Ike Turner), and as a child he sang with her at church. His cousin Jon-Jon Traxx co-produced and played bass on Beyonce’s “Déjà vu.” (Watching Turner and Beyonce perform together at the Grammys this year must’ve been especially thrilling for Young’s family).

“My grandma is my biggest inspiration, and Jon-Jon is like my brother. He always told me to never give up on what I want to do,” says Young, 20.

And those are the words Young is following as he uses an online talent search hosted by MySpace to help make his own name. Broderick uploaded a video of himself performing Trey Songz “Can’t Help But Wait” to enter the contest, and was selected among hundreds to be a finalist.

The winner of the Colgate MaxFresh contest receives a recording session with Grammy-winning writer/producer Bryan-Michael Cox, who has worked with everyone from Mariah Carey to Usher to Mary J. Blige.

Cox says finding new talent through online auditioning is the new way for artist wannabes, replacing demos. “It’s changing the way we do business in the music industry, and I always want to be on the front line,” says Cox, who pointed out Justin Timberlake found an artist online.

“Now, if you’ve got raw talent, you can kick it on your web cam and there’s your audition. It’s easier for artists to be heard. And it saves us time. Executive are on their computers all day, going to the blogs, MySpace, Facebook,” says Cox.

The auditions he has seen in the Colgate competition have opened his eyes to what’s out there, and he’s impressed by Young. “I think he has a distinct voice, a presence, and a quality about him that’s definitely in the right direction,” Cox says. “He did really well in his audition.”

Young says he’s surprised he made it into the top five. “There’s so many people in it, but people like me. People love me,” says Young, who believes a session with Cox would be the best day of his life. “This means a lot to me. I think about it all day every day, and I can’t get no sleep for real.”

The winner will be announced in June.

Young, who calls Songz, Usher, and Stevie Wonder his biggest influences, says he’s been singing ever since he was carried home from Barnes-Jewish Hospital. And he says it all comes naturally for him.

You can see Young’s performance, leave comments about his performance, and vote for him at www.myspace.com/colgatemaxfresh until midnight Sunday. Get more information on Young at www.myspace.com/broderickthesinger.