MTV dumps ‘I want my MTV’ in favour of ‘I am my MTV’ in attempt to appeal to modern youth
Taylor speaking at Mumbrella360
MTV International is repositioning its brand shifting away from its famous slogan “I want my MTV” to a new position of “I am my MTV” in a global rebrand that will see videos shared on social media to be put on-air in as little two minutes.
As part of the rebrand the network is celebrating its audience and talent by putting audience members social media videos on-air between programming with #MTVbump in an effort to open up the brand to young people.
Kerry Taylor, senior vice president for youth and music for Viacom International Media Networks and chief marketing officer of Viacom UK, said in a statement: “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.”
https://youtu.be/zyCaUc6Ua_U
MTV “Art Breaks” will bring new video art to audiences worldwide by featuring emerging artists from around the world while MTV promos will also take on a new look and feel as the brand experiments more with narrative structures and visual storytelling.
To connect audience online content with the networks linear broadcast system, MTV partnered with B-Reel Creative. MTV will collect audience member’s social media videos using a custom content management system, developed with B-Reel Creative, which allows MTV teams to curate the content and filter it for local relevance and schedule it to be on-air and across platforms.
Users can submit their content directly on Instagram or with Vines shared on Twitter.
“No one is bringing user generated content to air this quickly on a global scale,” said Kerry Taylor. “#MTVbump lets us be incredibly topical, fast and localized – which is critical.”
Miranda Ward
Linkedin
MTV stopped being a relevant brand after they switched from playing music videos to creating b-grade “reality” television pulp.
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Yes that change of slogan should make all the difference !!
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MTV is sooo 1981.
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“Viewer”: MTV stopped being a relevant brand to you when you got old. MTV is creating and has always created content for the demographic it aims to reach- YOUTH, and its success is evident in the ratings and global numbers it still has with the target demo.
It’s more than just a slogan change, this is putting MTV back in the hands of the people and having the people who watch it, create content. This is genius and quite innovative and I am looking forward to seeing the success this has with youth. What makes MTV so successful is its ability to re-brand as society changes. It has and will always be a youth brand. Hope you remember the fond memories of what it felt like to be young in 1981.
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Surely even kids can see through that pandering-to-the-youth line.
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too little too late.
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they need Poochie The Dog as the network mascot to launch this ground breaking new strategy.
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bad content too – get some good content. Murdoch 101? C’mon…
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Totally agree @Kx. Well said.
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