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

Special Project

Special Project
From the 15th Annual Shorty Awards

2022 MTV EMA

Winner in Localization

Finalist in Globalization

Audience Honor in Localization

Entered in Global Campaign


The MTV EMA is the premiere award show for global music – engaging fans from across the world, across genres and across cultures. The MTV EMA brings music fans a unique, multi-platform experience across MTV’s global network in nearly 150 countries and 319 million homes around the world. 

The 2022 MTV EMAs in Düsseldorf, Germany was a huge party where we celebrated the best of the best of international music. This year’s digital and social campaign really brought the magic!

The primary goal of the campaign was to drive views and engagements across social platforms by offering a curated experience for our global audience. We distributed content through our regional channels that followers all over the world would want to watch and share.

Strategy and Execution

The digital campaign at the 2022 MTV EMA was focused on engaging global music fans on digital platforms and reaching them with digital video as much as possible in the lead up to, during, and immediately after the show. To ensure a truly global campaign, we made sure to build localization and translation into the workflows for content on social platforms & the EMA websites, making content specifically for 19 regions and 12 languages. This process ensured that fans of the local MTV social pages received exclusive EMA content that was catered specifically for them.


  1. Lead up:


  1. Pre-Show:


  1. Red Carpet, Main Show, “Backstage Pass”:


  1. Post-Show:


By using social platforms in specific ways, engaging with artists and their fans, and strategically choosing influencers who could help us achieve our goals, we were able to drive massive YoY growth across views and engagements. This was our best year for EMAs yet! 

We caught fans where they were – everywhere. With specific strategies and content for every social platform we were able to engage fans in their local language no matter the platform.


Video for 2022 MTV EMA

Entrant Company / Organization Name

MTV International