IT’S THE FUTURE AND STUFF: MTV’S INTERNATIONAL CHANNELS GO FROM “I WANT MY MTV” TO “I AM MY MTV” MTV Opens Up Brand toAudience and Artists in Network Rebrand
#MTVbump ConnectsInternet to Linear Broadcast System to Showcase Social Media Videoson MTV in Real Time
SoutheastAsia rolls out 1 September
What will it look like? Check it out: http://wdrv.it/1FpPRxy
SINGAPORE/MALAYSIA ,1 SEPTEMBER 2015 - MTV International, which spans 160+ countries and territories and 32 languages, announced that the youth brand has evolved from “I want my MTV” to “I am my MTV.” Beginning 1 September in Southeast Asia, the network will celebrate its audience and talent by spotlighting their social media videos between programming on-air and across all platforms with #MTVbump, the first of many ways MTV will open up the brand to young people. MTV “Art Breaks” will bring new video art to audiences worldwide, and even MTV’s promos will take on a new look and feel. Experimenting with narrative structures and visual storytelling, they will be shorter, louder and hyper-visual. “MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again,” said Kerry Taylor, Senior Vice President, Youth and Music for Viacom International Media Networks (VIMN) and Chief Marketing Officer of Viacom UK. “Our audience expects MTV to push boundaries and take creative risks, and we truly believe that with this rebrand MTV’s international channels will look like nothing else.”
Audience Content on MTV
MTV partnered with B-Reel Creative to connect the Internet to the network’s linear broadcast system, allowing social media videos on Instagram or Vines shared on Twitter with #MTVbump to be up on-air in as little as two hours. MTV will collect the videos using a custom content management system (CMS) developed together with B-Reel Creative that allows MTV teams to curate the content, filtering for local relevance, pop culture topicality or number of fans, and then seamlessly schedule it to be up on-air and across platforms. Users can submit directly on Instagram or with Vines shared on Twitter, or go to MTVbump.com, where they can also view the “bumps” that have made it on-air around the world. #MTVbump also lets MTV spotlight musicians and connect them with fans in new, creative ways. Some artists and social talent came on-board early to create the first “bumps,” including Rixton, Shawn Mendes, Tori Kelly, Grumpy Cat, Bros Being Basic, Martin Garrix and more.
“No one is bringing user generated content to air this quickly on a global scale,” added Kerry Taylor. “#MTVbump lets us be incredibly topical, fast and localized – which is critical.”
MTV will unveil additional ways for fans to create content to run on-air and across platforms in the coming year, including MTV Canvas, which will launch later this summer. MTV Canvas, created with To.Be, will be an online sticker book that gives the audience freedom to create and play with the brand, making their own visual art with music, backdrops and more.
Artist Content
MTV will celebrate visual culture by spotlighting experimental video art, music and storytelling from emerging artists around the world in a series of new Art Breaks. MTV’s new international Art Breaks will spotlight works from artists including: Thomas de Rijk (Amsterdam, Netherlands); Device (Barcelona, Spain); Johnny Woods (Los Angeles, US); Katie Torn (New York, US); Eva Papamargariti (From Greece, living in London, UK); Brdg (Tokyo, Japan); and The Great Nordic Swordfights (Los Angeles, US). Videos from new artists will be added on an ongoing basis. This builds on MTV’s legacy of introducing its audience to video art, including early work from Keith Haring, Jean-Michel Basquiat, Spike Jonze, Kenny Scharf and Doug Aitken, as well as Andy Warhol’s 15 Minutes. Click here to download artwork to accompany this announcement
Click here to download the #MTVbump reel
Click here to download the MTV Canvas reel
MTV partnered with B-Reel Creative to bring #MTVbump to life in multiple ways, including here: http://wdrv.it/1GmypM2
About MTV:
MTV is the world’s biggest youth entertainment brand. With a global reach of nearly 785 million households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), one of the world’s leading creators of programming and content across all platforms. For more information about MTV in Asia, visit www.mtvasia.com.
About B-Reel Creative:
B-Reel Creative is a team of storytellers and technologists creating new ways to help modern brands reach connected audiences. In the past twelve months, they have worked directly with clients like Spotify, Google, Facebook, Adult Swim, Mercedes-Benz, Disney and Samsung. B- Reel Creative has offices in New York, Los Angeles, London, Barcelona, Berlin and Stockholm and works closely with its sister company B-Reel Films.
About to.be: to.be is a New York company making expressive tools for online creation, propelled by thousands of young artists who’ve made and own a growing collection of extraordinary work.
MTV Asia Press Contacts:
Adeline [email protected] +65 6420 7240
Bi Feng [email protected] +65 6420 7154 “MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again. Our audience expects MTV to push boundaries and take creative risks, and we truly believe that with this rebrand MTV’s international channels will look like nothing else.„ — Kerry Taylor, Senior Vice President, Youth and Music for Viacom International Media Networks (VIMN) and Chief Marketing Officer of Viacom UK
“ No one is bringing user generated content to air this quickly on a global scale. “#MTVbump lets us be incredibly topical, fast and localized – which is critical.„ — Kerry Taylor, Senior Vice President, Youth and Music for Viacom International Media Networks (VIMN) and Chief Marketing Officer of Viacom UK
ABOUT VIMN ASIA PRESS
Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIA, VIAB), is comprised of many of the world’s most popular multimedia entertainment brands, including MTV, MTV LIVE HD, Nickelodeon, Nick Jr., Comedy Central, Paramount Channel, and more. Viacom brands are seen globally in more than 3.2 billion households in approximately 170 territories and 37 languages via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties. Keep up with VIMN news by visiting the VIMN PR Twitter feed at www.twitter.com/VIMN_PR. For more information about Viacom and its businesses, visit www.viacom.com, the Viacom blog at blog.viacom.com and Twitter feed at www.twitter.com/Viacom.
VIMN Asia Presspressroom