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Special Project

Special Project
From the 12th Annual Shorty Awards

...With MTV

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Music is the heart of MTV so 2019 was all about delivering a wide-variety of music-focused franchises to our audience. We have a wide and diverse video portfolio, including topical videos, evergreen series, long-form franchises, event coverage, and more. Through our content, we are able to connect fans and artists, give our audience exclusive access to their favorite celebrities, introduce rising stars and celebrate fandom favorites, and dive deeper into the musical DNA that bridges us all.

Strategy and Execution

MTV is the connector between fans and artists. Our focus is always on social listening and adapting our content to the fans and their favorite celebrities. When talent comes into our offices, we tailor the content creation experience to them. With this variety, we’ve created a unique space for community, where an artist can show off their art and creative process, share never-before-seen skills, show a deeper side of themselves, and creatively connect to their biggest supporters — the fans. You’re not just watching an interview, you’re getting access to a moment that only MTV can create. It feels like you’re hanging out with friends as your favorite artist shows off their surprising song mash up skills or creates a unique piece of art you can win from the comfort of your own home.


Below are some of our successful music franchises:

60 Second Draw: This series puts musical talent to the test as they draw their latest album and/or single art to the best of their ability in less than a minute and won a Shorty Award for Best Use of IGTV in 2019.

Most Extra Instagram Comments: Our favorite celebrities get thousands of comments on their Instagram posts, there's no way they would read them all, right? In this series, we present celebs with the most outrageous, thirsty, silly comments left on their Instagrams and have them react and respond

Music To Blank To: Talent shares their impeccable musical taste and they pick songs to be added to a curated playlist that they would listen to based around specific activities and moods.

Seeing Sounds: Musicians with synesthesia (a condition where objects connect to sensory perceptions like smell, color, etc) or synesthesia qualities create art based off the colors they see around their own musical projects.

Snap’d: In this vlog-style series, MTV flips the camera around on an individual who is usually behind the scenes as they share a typical day-in-the-life of their star-studded career. From celebrity makeup artists, photographers, back-up dancers, and stylists, Snap’d tells the story of how the magic gets made by the expert support team behind your favorite celebs.

Tune In: A weekly lower third explainer series made up of mostly UGC in which we introduce our followers to a singer/songwriter who is sure to be filling up their feeds and playlists soon.


We measure success on these franchises based on engagements from our audience: likes, comments and shares are our big KPIs. What’s extra exciting is when our favorite celebrities become fans, too! We’re always encouraged when the talent supports and engages with the content organically. Giving fans access to their favorite artists in a truly unique way that they can’t get anywhere else is the ultimate win for us.


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