MTV is to spotlight social media videos by acts and viewers as part of its network rebrand from “I want my MTV” to “I am my MTV”.
A partnership with B-Reel Creative will enable videos or Vines shared on Instagram and Twitter using the #MTVbump hashtag to be collected, filtered and broadcast on-air and across all platforms in as little as two hours.
#MTVbump also lets MTV spotlight musicians and connect them with fans in new, creative ways.
“MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again,” said Kerry Taylor, head of MTV International and chief marketing officer of Viacom International Media Networks 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.”
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.
“No one is bringing user generated content to air this quickly on a global scale,” added Taylor. “#MTVbump lets us be incredibly topical, fast and localized – which is critical.”
MTV Art Breaks, meanwhile, will bring new video art to audiences from artists including Thomas de Rijk, Device, Johnny Woods, Katie Torn, Eva Papamargariti, Brdg and The Great Nordic Swordfights, while MTV’s promos will be shorter, louder and hyper-visual.
MTV will unveil additional ways for fans to create content to run on-air and across platforms in the coming year, including MTV Canvas, an online sticker book created with To.Be, which gives the audience freedom to create and play with the brand, making their own visual art with music and backdrops.