MTV rebrands with socially-driven motto ‘I am my MTV’
Viacom’s MTV International is refreshing its image with a digital push that will feature social media videos created by fans between TV programming and on other platforms.
Changing from its iconic ‘I want my MTV’ to ‘I am my MTV,’ the brand is encouraging viewers who want to appear on the channel to use the hashtag ‘#MTVbump’ as the 30-year-old brand attempts to remain relevant with young people.
Kerry Taylor, senior vice president of youth and music for Viacom International Media Networks and chief marketing officer of Viacom UK, told The Hollywood Reporter: "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."
According to The Hollywood Reporter, MTV has partnered with B-Reel Creative to connect the internet to the network’s broadcast system, allowing social media videos on Instagram or Vines shared on Twitter with the hashtag ‘#MTVbump’ to be on TV in under two hours.
MTV will collect, select, and curate the videos to filter for local relevance and pop culture references.