The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

CMTs Viral to Verfied

Winner in Vertical Video

Objective

Viral To Verified is a digital series, produced and shot vertically to match the social platforms that ignited the careers of each episode’s subject. The series captures first-person accounts from six fast-rising musicians who, in the midst of a pandemic, made waves on social media and in country music.

Strategy

As a global pandemic raged, and with the concert touring industry all but shut down, six aspiring country musicians turned to social media as a way to share their music and hopefully reach a handful of fans. What happened next were a series of viral moments that turned their lives, and the country music industry upside down, all documented by our series, Viral To Verified. 

 

Viral To Verified set out to capture the essence of each unique moment in time that these virtually unknown artists became verified stars with millions of followers, sales and streaming accolades, and new major label record deals. 

 

Through each episode our team looked to both new and diverse voices whose rise to prominence, through innovation and perseverance, demonstrated a sizable shift in country music consumption, discovery, and the power of social media. 

 

Airing on CMT’s socials, including Instagram and TikTok — the very platforms that ignited these artists’ most recent successes — the series featured one artist per weekly episode, including Lily Rose, Ashley Cooke, CB30, Alexandra Kay, BRELAND, and Priscilla Block.

Results

As a series Viral To Verified out performed similar content on CMT brand channels across various distribution metrics; shares, views, average view time and engagements. The content saw 1.1M+ Organic Video Views and 100+ earned articles.

Media

Video for CMTs Viral to Verfied

Entrant Company / Organization Name

MTV Entertainment Group and Paramount

Entry Credits