A. MTV Crashes Manchester
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A. MTV Crashes Manchester 1. Background: In 2012 Manchester City Council entered in to a partnership with MTV Networks Europe to stage and film a live music event in the city under the MTV Crashes programme identity. MTVNE would then provide a level of programming associated with the event that would include the production and broadcast of a 22 minute surround show – Manchester a City United in Music - focused on Manchester and music in the city as well as the broadcast of a 44 minute show of the event and the artists performance as MTV Crashes Manchester. MTVNE would then be entitled to repackage the programme content and broadcast as part of the international scheduling slot – ‘MTV World Stage’. On the 24 th September 2012 – MTV staged and recorded the MTV Crashes Manchester at Manchester Cathedral featuring 14 time Grammy winner Alicia Keys. 2. MTV Promoting MTV Crashes Manchester : http://www.mtv.co.uk/events/mtv- crashes-manchester MTV Crashes Manchester In association with Manchester City Council we’re delighted to present MTV Crashes Manchester headlined by fourteen-time Grammy-winning singer, songwriter and producer Alicia Keys and with support by hot new UK talent Lianne La Havas ! In celebration of Manchester’s long musical heritage and contribution to UK youth culture, MTV Crashes Manchester is a free, ticketed live music event which took place on Monday 24th September , created in collaboration with Manchester City Council Hosted in Manchester Cathedral – a unique and iconic landmark – the show was Alicia Keys’ first UK performance of songs from her highly anticipated new album ‘Girl On Fire’ , which is released on 26th November . Tune into MTV Music on Sunday 28th October or keep your eyes peeled to www.mtv.co.uk/manchester to relive all the highlights from the big night. Manchester's Music Scene Manchester is synonymous with music. The city’s musical heritage boasts some of the most influential musicians and bands of all time, from across all genres and eras, from the Bee Gees to Oasis , the Chemical Brothers to Elbow . It is this heritage that has inspired a new generation of bands, musicians, promoters and independent record labels which make the music scene and the city’s exciting nightlife what it is today. This city has always led the world; a city of firsts, it was the birthplace of the industrial revolution, the first programmable computer, the Suffragette movement and the professional football league. In popular culture, Manchester captured creativity, pushed boundaries and made music history – which has inspired and influenced music the world over. The punk explosion catapulted the city to international attention - a legendary Sex Pistols gig at the Free Trade Hall inspiring the formation of bands such as Joy Division, The Smiths and the Buzzcocks . That same venue is where Bob Dylan was branded ‘Judas’ for going electric. Towards the late 80’s and early 90’s the global clubbing spotlight focused on ‘Madchester’ . The influential Factory Records , established in 1978 by the late Tony Wilson, led to the success of bands such as New Order , the Happy Mondays and 808 State . The infamous Hacienda night club , where an unknown Madonna made her British debut, may no longer be here but the city’s nightlife remains diverse and innovative. Live music is still in the city’s veins, with hundreds of venues from the Manchester Arena , hosting international acts, to iconic alternative venues such as the O2 Apollo, Academy, Band on the Wall and The Ritz . There are also more intimate venues hosting up and coming bands like the Roadhouse, Night & Day, Ruby Lounge and Islington Mill. This summer the return of Mancunian band the Stone Roses was the fastest selling rock concert of all time, selling out in 68 minutes, with 225,000 people from across the world descending on Heaton Park over the three dates. The Manchester International Festival , the world’s first festival of original, new work and special events, has created content as diverse as the opera ‘Dr Dee’ by Damon Albarn and Rufus Norris or ‘The Crash of The Elysium’ by Punchdrunk ; premiered in Manchester then going on to tour the world. This is the embodiment of our musical heritage; rooted in Manchester but with global appeal. Don’t Take Our Word For It! “One of the few spots on the island that can look London squarely in the eye and say, ‘this is how it’s done, mate’.” Lonely Planet “Nobody can deny that here, behind the windows of Manchester, there is an insane love of football, of celebration, of music” Eric Cantona "The thing about Manchester is...it all comes from here" Noel Gallagher, High Flying Birds “Manchester has a deserved reputation as a city that thinks a table is for dancing on” Mark Radcliffe, BBC Radio Presenter Focusing on an invasion of Manchester by giant musical instruments, the creative uses a mixture of 3-D and 2-D animation techniques to show giant sized iconic symbols from Manchester’s rich musical history fall from the sky, raining down upon the city. Alicia Keys and Lianne La Havas MTV Last night, 14-time Grammy winning global superstar, Alicia Keys, supported by Mercury Prize nominee Lianne La Havas, brought the house down with a dazzling performance at Manchester Cathedral for MTV CRASHES MANCHESTER. Manchester football stars, Robin Van Persie, Micah Richards, David Silva, Javi Garcia and Joe Hart mixed with the likes of Everything Everything, The Courteeners and Max George to watch the spectacular show at the iconic landmark, celebrating Manchester’s long musical heritage and contribution to UK youth culture. Alicia Keys said - "It was great, I loved it. I’ve been feeling so interestingly different performing these songs. Today I felt so calm, and paced, and right in the zone with the crowd. I loved this show, and what a beautiful venue." Lianne La Havas said - 'The atmosphere was electric..and to share a stage with Alicia Keys...wow' From Manchester City Council’s perspective, the juxtaposition of a 21 st Century R‘n’B global artist in a 600 year old Cathedral perfectly captured the brand essence of the city – Original:Modern – (see note 1) and the partnership with MTV to maximise the media/ broadcast airtime value of the ‘event’ to support the profile and positioning of the city was the driving return sought on its investment in to the project. 3. Building The Media Value: Why MTV ? - MTV is the world’s premier youth entertainment brand. With a global reach of more than a half-billion households, it is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative and relevant programming for a youth audience. With more than 60 channels seen in more than 600 million households worldwide, MTV is the world’s largest television network and the leading multimedia brand dedicated to youth culture. MTV has been the world’s most valuable media brand for the last seven years and is a unique and iconic brand that fosters affinity and loyalty among our audience. 63% of MTV’s audience are aged 15–34 – almost three times the pan-European TV average and double other pan-regional TV with online platforms mirroring this efficiency of reach. However, MTV is not just a broadcaster – MTV has adapted to the changing media landscape to become a multi-faceted network and experience, with our viewers now interacting with the brand in a different way. Linear TV reaches 38.5 million target viewers across Europe each month, with online content reaching 7.7 million people each month and live events reaching 700,000 young people every year. Traffic to MTV websites in Europe has risen by +120% since 2005 with an additional 5.6 million through content syndication on sites like MSN, Daily Motion and Bebo. 4. MTV Crashes Manchester – Value assignment i) Digital promotion value: Number of Estimated Estimated Traffic Value sites to be Traffic to sites To Existing developed websites Website 1 15,000 4,000 comp 5,000 Development entries Social Feeds 16 posts reaching 8,000 500,000 people each post Main 8 weeks 1,200,000 page 0.15% CTR 8,000 Homepage impressions Promo Button News Stories 4 news stories 5,000 page 20,000 impressions Competition 8 weeks 20,000 page 4,000 page button impressions Small 8 weeks 1,200,000 page 4,000 homepage impressions Promo Button Outdoor 5 digital screens Manchester City 20,000 etc Centre £69,000 ii) TV Promotion Value: TV Number of Audience (i.e. Price Value ratings to be Adults, Adults delivered 16-34) Competition UK 45.6 Ads 16 - 34 £15 100,000 spot advertising IRE 117.5 Ads 15+ £5 20,000 Promotion UK 22.7 Ads 16 -34 £15 63,719.00 spot advertising £183,719.00 iii) Post Event Media Coverage: The overall reported PR coverage value for MTV Crashes Manchester, which includes coverage generated from a consumer and a corporate perspective: MTV Crashes Vol. SoV % £PRV ks SoV % Online 445 95 372, 000 66 Print 14 3 61, 000 11 Broadcast 8 2 134, 000 24 Totals 467 - £567, 000 - In addition to a total of £ 567,000 of PR value, international newswires Reuters Showbiz and APTN Showbiz also ran reports on the event to 700 and 500 broadcasters around the world respectively. MTV Crashes Manchester also appeared on 71 US websites – so a good combination of international exposure and great UK specific coverage. Promotion and post event values for the event (Digital, TV and PR) thus totalled approximately - £820k. However, the main interest from the City is in assigning a value to the broadcast element of the project to provide a justifiable return on the City Council’s investment by assigning a value to the airtime provided via MTV platforms.