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creative brief

Project: VH1 network 20th Anniversary  Create a campaign for the entire VH1 network stating it is VH1’s 20th anniversary

Primary Target:  Adults 18-49  Married, dual-income  Watch television after work to relax  Keep up with pop culture- have a general idea to what’s going on in the music world  When discussing music, they feel more comfortable talking about artists from when they were younger  Feel they have “outgrown” MTV

About VH1:  Began 3 years after MTV with the intention of appealing to an older, upscale audience.  Likes to have a strong connection with the audience and produce shows which create a unique relation with viewers (i.e. I love the 70’s, 80’s, 90’s series).  Hosts philanthropic events around the country (i.e. Save The Music: A to Benefit the VH1 Save the Music Foundation).

Promotional Strategy:  VH1 and MTV attract two different audiences, as a result, VH1’s focus is not to convert MTV viewers.  Link the nostalgia of the anniversary with VH1’s strong audience connection. Make them feel that they have been a part of the past 20 years. A Book of Memories

Twenty years of VH1 Twenty years of 1985 was the year that myself and The - completed our ‘Born in the USA tour.’ We were for tunate to have several top 10 singles at this time like- ‘Dancing in the Dark,’ ‘Glory Days,’ and ‘My Homet won’ and performed them around across the globe.

In ‘87 I got together with Mick and to perform at the Hall of Fame awards in . This was the first tine I had met Bob and playing with both of them was unforgettable.

In ‘88 performers from all over the world participated in the Human Rights Now concert to benefit Amnesty International After coming off tour in 1993, I wrote and- re corded ‘Streets of ’ for the movie. This song earned me an Academy Award and several Grammys...I’ve always liked that song!

In ‘95 myself and The E Street Band released our greatest hits record.

In 1999 I had one of my proudest moments. I was inducted into the Rock and Roll Hall of Fame and of was my presenter. The band and I went back on the road in 2002 for . I went back to the studio after touring to record Devils and Dust. In 2005 this record was complete and took me back on tour around the world. ‘94- ‘85- Glory Days

‘‘95- Murder Incorporated

‘02- The Rising ‘87-

‘86- ‘97- Secret Garden ‘92- Better Days

‘85- I’m on Fire ‘87- Fire Here’s to another great twenty years.

‘87- Spare Parts ‘88- Chimes of Freedom

‘88- All That Will Allow ‘92- ‘87- Tunnel Of Love

‘85- ‘92- Leap of Faith ‘92- Roll of Dice ‘88-

‘98- I wanna Be With You ‘85- Born in the USA ‘85- Trapped

‘05- Devils & Dust ‘86- War

‘87

‘85- I’m Goiu Down ‘92- 57 Channels(And Nothin On) A Book of Memories

Twenty years of VH1 Twenty years of In 1985, I began to get my first real taste of being a ‘pop star’. brought me to 28 cities in 62 days and each night was its own experience.

Once the virgin tour ended, it was back to the studio to go at it again. My hard work started being recognized by more than my fans and I was nominated for grammy’s in both ‘86 and ‘87. 1993 brought my second tour, “The Girlie Show.” This experience let me perform around the world and includ ed “ Girl” and “Rain.” -

Evita was released in October of 1996 and I received a Golden Globe for best actress in a musical in 1997.

Evita combined my love for both acting and . The movie produced a multi-platinum soundtrack and included the singles “” and “Don’t Cry for me Argentina. With the new millenium I was fortunate enough to continue doing what I love and continue doing it my way. In ‘04 I went on my “Re-Invention Tour” in North America and Europe.

2005 brought trying times to our world, but it also brought great opportunity for us to help our fellow man. I proudly took part in a benefit show for and also performed in as a part of the worldwide Concert to fight hunger in Africa. ‘93- Bad Girl ‘85- ‘03-

‘84- Like a Virgin ‘98- ‘94- I’ll Remember ‘93- Rain ‘98- Frozen ‘03- Hollywood

‘86-

‘84- Borderline ‘85- Here’s to another great twenty years.

‘90- ‘96- You Must Love Me

‘86- Papa Don’t Preach ‘90- ‘97- Don’t Cry for Me Argentina ‘86- Open your ‘94- Secret ‘85- Crazy for You ‘04- ‘83- Holiday ‘87- Who’s That Girl

‘‘98- The Power of ‘92- “This Used to be My Playground ‘00- Music ‘89- Cherish ‘86- True Blue

‘99- ‘00- American Pie

‘94- Take a Bow ‘95- Bedtime Story

‘01 What it Feels Like for a Girl ‘84- Lucky Star A Book of Memories

Twenty years of VH1 Twenty years of Jackson “Control” in ‘86 was my third released CD but my first real success in. The record was once described -as “A young woman’s decla ration of freedom. I still - consider this a great compli ment to the meaning behind my music.

In 1989 I released the 1814 record. The Control record was about my life, this record is about the world around me. This CD earned me my first grammy and took me on tour in ‘90. In 1995 I teamed up with Michael to record “Scream.” In addition to getting to spend time with my brother, we also won a Grammy

In ‘97 I released my most personal record. “,” featured childhood and adult pressures and took a - great deal of strength to per form. I took these songs on tour around the world. In 2001, I released my “All For You” record. This record was more upbeat than “The Velvet Rope” and was fun to perform on tour.

In 2000, I was given the opportunity to co-star with Eddie Murphy in “The Nutty Professor 2.” What a great job, I got to laugh everyday! I also worked on the soundtrack and resulted in a #1 hit called “Doesn’t Really Matter.” ‘85- Fast Girls ‘98- ‘00- Doesn’t Really Matter

‘87- Let’s Wait Awhile ‘91- Again ‘93- That’s The Way Love Goes

‘94- Any Time, Any Place/ ‘89-

;89- Rhythm Nation ‘04- (Don’t Stop)

‘01- Son Of A Gun ‘93- If Here’s to another great twenty years. ‘90- Escapade ‘90- Alright ‘90- Black ‘91- Love Will Never Do (Without You)

‘87- The Pleasure Principle ‘04- I Want You ‘94- Because of You

‘94- /70’s Love Groove ‘97- Got ‘Til It’s Gone

‘86- What Have You Done for Me Lately ‘86- Control

‘95- You Want This ‘93- Throb ‘98- Together Again

‘01- ‘98-

‘86-

‘95- Runaway ‘90- Come Back To Me

‘01- All For You ‘04- ‘85- Fast Girls ‘98- Go Deep ‘00- Doesn’t Really Matter

‘87- Let’s Wait Awhile ‘91- Again ‘93- That’s The Way Love Goes

‘94- Any Time, Any Place/And On And On ‘89- Miss You Much

;89- Rhythm Nation ‘04- All Nite (Don’t Stop)

‘01- Son Of A Gun ‘93- If Here’s to another great twenty years. ‘90- Escapade 1. Live Bruce singing song from Devils and Dust ‘90- Alright 2. As song transitions, Bruce from 1994 appears record (2005). Transitions song into song from behind the present-day Bruce and joins him. The ‘90- Black Cat record (1994). two Bruces are playing and singing together and then ‘91- Love Will Never Do (Without You) transition to a song from Born in the USA (1984).

‘87- The Pleasure Principle ‘04- I Want You ‘94- Because of You

‘94- You Want This/70’s Love Groove ‘97- Got ‘Til It’s Gone

‘86- What Have You Done for Me Lately ‘86- Control

‘95- You Want This ‘93- Throb ‘98- Together Again 3. As song transitions, Bruce from 1985 appears 4. Last shot. behind present-day Bruce also and joins the two of ‘01- Someone To Call My Lover ‘98- I Get Lonely them. The three Bruces play and sing together.

‘86- When I Think Of You

‘95- Runaway ‘90- Come Back To Me

‘01- All For You ‘04- Just A Little While 1. Live Madonna singing song from 2. As song transitions, Madonna from 1994 appears record (2004). Transitions song into song from Bed- behind the present-day Madonna and joins her. The time Stories record (1994). two are singing together and then transi- tion to a song from True Blue (1986).

4. Last shot. 3. As song transitions, Madonna from 1986 appears behind present-day Madonna also and joins the two of them. The three Madonnas sing together. 1. Live Janet singing song from All for You record 2. As song transitions, Janet from 1997 appears (2001). Transitions song into song from The Velvet behind the present-day Janet and joins her. The two Rope record (1997). Janets are singing and dancing together and then tran- sition to a song from Control (1986).

3. As song transitions, Janet from 1986 appears 4. Last shot. behind present-day Janet also and joins the two of them. The three Janets sing and dance together.