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Muz-Tv Music Awards 20/21 Nachalo Sveta*

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Muz-Tv Music Awards 20/21 Nachalo Sveta* MUZ-TV MUSIC AWARDS 20/21 NACHALO SVETA* NOMINATION "BEST EVENT" *LET THERE BE LIGHT MUZ-TV MUSIC AWARDS: EVENT AND CONTENT The annual national television event "MUZ-TV Music Awards" is one of the main awards of the Russian show business. Over the past 18 years, the event has been reflecting the trends of Russian music and what is really popular with the audience. MUZ-TV Music Awards is the channel's flagship event and every time it is a mesmerizing show using completely new staging approaches in world practice customized for every performance of artists’ hit songs. Each act is a thoroughly staged storyline, graphical, provocative and sometimes absurd, with an ultra-modern light show and impressive three- dimensional decisions in directing. The TV version of the event and all related content always occupy top positions on the air of the TV channel, and each time the show becomes one of the most noticeable events in the media. CONCEPT OF MUZ-TV MUSIC AWARDS 20/21 Each year, a specific theme of the event is selected. All communications, shows, line-up are built around this concept. In a year of global trials for the entire music industry, it became important for the TV channel to give hope for the "light at the end of the tunnel" both to the pop stars and to fans and viewers, in order to inspire the artists to create new hits and make the fans anticipate the most significant meeting with their idols. The main slogan of the 20/21 award is LET THERE BE LIGHT. This play on words is quite concise and ambiguous: on the one hand, this is the opposite of the "end of the world", and on the other hand, it is a beacon that can guide everyone in the music industry, and of course, it is a ray of light at the end of the mentioned dark tunnel. The theme “Let There Be Light" was conceptually reflected in each performance and kept the viewer in emotional drive to the final chords. MUSIC AWARDS 20/21 This year, on June 4, 2021, the Music Awards were presented following the results of two years, and, as before, on the basis of expert and audience voting. Among the nominees, except for the top artists and heavy hitters of Russian show business in 2021, many fresh faces appeared blowing up the digital environment with their hits. The TV version of the award includes two shows: The two events were broadcast live from 5 pm to 12:50 am. More than 300 stars of Show Business walked the red carpet, each thoroughly having thought out the format of their “carpet act", which became a real event for all viewers and the media, who won’t stop discussing it. The award ceremony is always structured in such a way that the presentation of nominations is alternated by an artist’s performance with a unique director's production, sometimes unparalleled in the world. Every year, the director of the award thoroughly thinks over each act of the Award, technological aspects, lighting solutions, decorations and kinetics so that each performance becomes a unique video clip, which subsequently lives on the air of the TV channel as an independent musical and visual work. EVENT GOALS Creation of top-rated, share-forming content of the TV channel for live broadcasting and subsequent screenings; Monetization through ticket sales, attracting sponsors, broadcasts and content for the digital environment of the channel; Brand promotion to increase the coverage of the TV channel, increase the duration of viewing the channel as a whole during the promotional campaign and after the event; increase citations in the media; Positioning the MUZ-TV brand as the country's main music channel, an authority on music trends and the show business industry. PREPARATION STAGES AND ANNOUNCEMENT PROJECT STAGES PERIOD OBJECTIVE ON THE AIR OFF THE AIR PROMOTIONAL From Official announcement of the Promotional campaign for one of the Promotional campaign of CAMPAIGN March 1, Music Awards in 2021 most significant projects in the music the event with the identity 2021 industry, brand positioning and 20/21 and graphics of the 20/21 LAUNCH themes, ticket information theme “Let There Be Light" P R E S S From Announcement of hosts; Promotional campaign for the Outdoor advertising with BREAKFAST March 22, Announcement of nominations; hosts; hosts; 2021 Announcement of an event line- Promotional campaign for line-up Outdoor advertising with Solemn event in the up; events; artists participating in the press conference Launch of closed expert voting Shows of last year's channel show; format by the jury to form nominees in awards; Radio advertising with each nomination; Special projects and documentary endorsements from show Creation of media buzz. films about past awards. stars and hosts; Media buzz; Publications and special reports in digital and print G A L A From Announcement of nominees in Promotional campaign of audience media, modular advertising; DINNER April 26, each category; voting; Promotion at points of ticket 2021 Launch of audience voting on the Promotional videos for line-up events; sale. Solemn event with the website and closed voting by an Special projects with selections of clips presence of stars and expert jury; of nominees, interactive voting by the media Creation of media buzz. viewers; Special projects (documentary films, MUZ - TV J u n e 4 , news, "Premium Chart" with an overview MUSIC of trends in audience voting, etc.) A W A R D S 2 0 2 1 2 0 / 2 1 OUTDOOR ADVERTISING CAMPAIGN CAMPAIGN OBJECTIVES: MARCH-MAY: promotion of ticket sales for shows; MAY-JUNE: promotion of watching live broadcast. 1 898 > 30 17 key-arts with stars Top print media 9 629 On 17 federal and local radio stations PROMOTION ON THE AIR OF THE TV CHANNEL CAMPAIGN OBJECTIVES: MARCH-MAY: promotion of ticket sales; APRIL-MAY: promotion of ticket sales with the images of hosts and line-ups, increasing interest in watching the TV channel through special promotions and programming, encouraging audience voting; MAY-JUNE: promotion of watching live broadcast. 3 212 > 80 On the air of the channel Produced for on the air during the campaign period promotional campaign from March 20 to June 4 48,643,000 TOTAL COVERAGE OF ON THE AIR AWARD ADVERTISING CAMPAIGN (ALL 4+ AUDIENCE) SPECIAL CONTENT ON THE AIR OF TV CHANNEL CAMPAIGN OBJECTIVES : MARCH-MAY: increase in the duration of channel viewing on award related content, a rise in interest and encouragement to watch the live broadcast on June 4. 295 1150 Total coverage Exclusive award related amounted to content and documentaries. 32,481,753 people. > 7,900,000 DIGITAL PROMOTION CAMPAIGN OBJECTIVES : MARCH-MAY: promotion of ticket sales with the images of hosts, increasing interest in the event, encouragement of audience voting, increasing the brand's audience indicators on social networks; MAY-JUNE: promotion of watching live broadcast on June 4. > 34 > 900,000 Special sections in DigitalTOP media: Display of audio-visual ads on Cosmopolitan, Woman.ru, Hello, OTT platforms. Teleprogramma and others. (May-June) Total coverage amounts to 101,249,000 people. > 2,460,000 Banners on third-party resources (April-May) TV EVENT: SHOW ON JUNE 4 LIVE BROADCAST on TV channel website, in VK and Odnoklassniki accounts, and on U TV channel. "RED CARPET“ STAR "CEREMONY“ PRESHOW BACKSTAGE SHOW > 130 celebrity walk downs; More than 1,000 sq. meters of award- 8 hours of live broadcast; themed facilities; > 500 stars and media celebrities in the hall; > 1000 most loyal fans; 4 unique backdrops for media; 16 awards; celebrity hosts; 4 Digital zone with live broadcast from the > 30 award presenters; 2 hours of Live. backstage to the "MUZ-TV" account in TikTok; 26 hit songs; VKONTAKTE backdrop with broadcast of photo stories from the star hall. 14 unique stage performances; with technologies never before used in Russia; More than 5,000 thousand spectators in the event hall. OBJECTIVES: OBJECTIVES : OBJECTIVES : Creation of high-quality content Creation of unique digital and Ensuring high TV viewing, creation of a high- and formation of further PR. news content; quality TV music show, shaping further PR impact. Provision of further publications in the media for PR, TV EVENT: "CEREMONY" SHOW HOSTS Alexander Revva, Ksenia Sobchak, Dmitry Nagiev, Anastasia Ivleeva. LINE-UP LOBODA, Klava Koka, NILETTO, Polina Gagarina, Artur Pirozhkov, SLAVA MARLOW, Nikolay Baskov, Danya Milokhin, JONY, Olga Buzova, Dima Bilan, Diana Arbenina, Sergey Zhukov (Ruki Vverh!), ZIVERT, Morgenstern, Timati, HENSY, Habibka, Vanya Dmitrienko, MIA BOYKA. ALTERNATIVE TIKTOK STREAM ON JUNE 4 In addition to the Ceremony and spectacular performances, the audience was offered to watch the event from the inside “from all angles”: LIVE from the Red carpet, exclusive interviews in the star hall and a six-hour stream with comments from famous guests from a specially organized TikTok studio, which became a topical innovation in the coverage of the MUZ-TV Music Awards this year. > 40 8 > 50 AGGREGATE REACH OF LIVE STREAM IN CELEBRITIES AT TIKTOK TIKTOK USERS (JUNE 4-9, TIKTOK ACCOUNT STUDIO 2021) FROM BACKSTAGE > 485,000 TIKTOK STREAM (JUNE 4) watched MUZ-TV Music Awards on TV and Digital Source: Mediascope, TV Index project, Russia 0+, June 4-6, 2021, Music Awards 20/21 on MUZ-TV and U channels (16.4 millions viewers from the age of 4) Official statistics from MUZ-TV social network accounts on VK, Odnoklassniki, YouTube DIGITAL RESULTS IN FIGURES + 50 % by 2.5 times AUDIENCE GROWTH IN TIKTOK PER DAY (JUNE 4) 900+ 4 videos 141,761,557 TOTAL COVERAGE OF POSTS IN DIGITAL RESULTS IN PR FIGURES 29 129 117 7545 LET THERE BE LIGHT: MUZ-TV MUSIC AWARDS MUZ-TV MUSIC AWARDS MUZ-TV MUSIC AWARDS MUZ-TV MUSIC AWARDS PRESS BREAKFAST GALA DINNER LIVES ON! 20/21 + 280 % SPONSORS OF MUSIC AWARDS MUZ-TV MUSIC AWARDS 20/21 NACHALO SVETA* THANK YOU! *LET THERE BE LIGHT.
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