2013 MTV EMA Reaches Biggest Global Audience Yet

Published on blog.viacom.com on 06.12.13


There were fireworks, there was party rocking, and of course, there was Miley. The “2013 MTV EMA” certainly was an epic success – and the numbers can attest.

Broadcast live from Amsterdam’s state-of-the-art Ziggo Dome on Sunday 10th November, the “2013 MTV EMA” drew its biggest global audience ever via MTV’s 60+ channels around the world.

The show’s overall estimated global reach hit record-breaking figures, with an estimated 55 million viewers tuning in worldwide. Outside the U.S., viewership was up +5% over last year’s show.

Not only did the TV broadcast reach unchartered territory, but the “2013 MTV EMA” generated more interactivity across digital platforms than ever before. It attracted the highest number of online votes in its history: a grand total of 323 million votes were cast across Viacom digital platforms worldwide, a staggering +76% increase from 2012. Videos hosted on EMA digital platforms received some 10.7 million views – more than ever before – and an unprecedented 2.2 million online viewers streamed the show live across Viacom platforms.

Fans not only voted, viewed and streamed – they also posted and tweeted in unprecedented numbers. Globally there were 59.2 million mentions of the MTV EMA, generating no less than 34 worldwide trending topics.

Across broadcast, online and social media, the “2013 MTV EMA” reached unprecedented highs, delivering an out-of-this-world party experience to MTV’s global millennial audience.

– See more at: http://blog.viacom.com/2013/12/2013-mtv-ema-reaches-biggest-global-audience-yet/#sthash.QEYcd2Be.dpuf


Day in the Life…Working Press for MTV’s Annual International Tentpole, ‘Isle of MTV’ in Malta

Published on blog.viacom.com on 01.10.13


They’re the longest days but the best days – the days when we don’t have time to eat, use the loo, or sleep, but we run, smartphone in hand, fueled by caffeine and adrenaline, to the finish line that is… SHOWTIME!

This is an account of such a day according to us, the VIMN Communications team, on the Mediterranean island of Malta for the annual spectacle known as the Isle of MTV.  The 2013 event was held on Wednesday, June 26th, and boy, was it a memorable one.

NB: The following may or may not contain elements of PR spin…

Wednesday, June 26th

Wake up. Realize Blackberry has not charged, thanks to faulty hotel power adaptor, cry a little bit. It’s going to be a day of syphoning battery juice on the run. Apply sunscreen.

Pre-breakfast meeting with co-lead to plan for full team breakfast meeting. Coffee #1.

Breakfast meeting with the team. Run through the day’s schedule and team roles and responsibilities. Remember to eat. Coffees #2 and #3.

Meeting with hotel staff to inspect press junket facilities. Set up outdoor marquee to service a press conference and interviews in 38 degree Celsius heat (aka 100+ degrees Fahrenheit) with Isle of MTV 2013 talent: Jessie J, Rita Ora, Rudimental and DJ Afrojack. Accreditation table: check. Step and repeat: check. Drinks and buckets and buckets of ice: check. Glorious view of ancient Maltese harbor: check!

Local and international media arrive. Photographers in place, press briefed, drinks served, cameras ready to roll.

Powerhouse songstress Jessie J wows the world’s press with her down-to-earth style, quirky sense of humor and surprise impromptu accapella performance of a brand new track. Tells press conference how much MTV has influenced her growing up, wins brownie points from Comms team. Is complete gem!

London boys Rudimental arrive, pose for photos and spend the next hour chatting with groups of press. Band requests roast beef sandwiches; Talent and Music team delivers chocolate instead. Find power outlet, charge phone, re-apply sunscreen.

Afrojack arrives moments after landing in his AfroJet, poses for photos and completes round-table interview. Impresses all with notable stature (the dude is 6’9’’!), washboard abs (he was changing his T-shirt, ok?) and one handed push-ups. Legend.

The beautiful, charming Rita Ora arrives, gives exclusive interview to Vanity Fair Italy. Poses for photos with hotel staff and fans. Is total babe.

Press junket wraps. High fives all round. Food!

Quick dip in the Med, regain zen before long night of rocking out on the run. Coffee #4. Find power outlet, charge phone. Costume change.

Hitch lift to show on the back of house photographer’s Vespa. #winning

Showtime! Divide and conquer – one team member hosting press on the VIP platform, one in the photo pit herding photographers in and out, one on the run with the house photographer capturing all of the behind-the-scenes action. Local DJs and artists get the party started. 50,000-strong crowd looks amazing!

Rudimental take to the stage en masse (there are nine of them!), wielding keyboards, synths, drums and lots of brass. Self-proclaimed “on-stage carnival” more than lives up to the hype, instantly wins them approx. 45,000 new fans.

Rita Ora shows up in white leather bodice and suit; reveals abs to rival Afrojack’s. Shows Isle of MTV exactly why she’s one of the most talked about new names in music. Kicks a**!

Jessie J hits the stage with racy new look, new material and new take on her global smash hits. Performance packs a punch – she doesn’t stop moving for entire hour-long set, except to break up a fight in the crowd. Gives the kids exactly what they came for.

Afrojack turns Il-Fosos Square into giant outdoor club. Staff members join in bouncing to the beat with the end of a hugely successful show in sight!

Thursday, June 27th

It’s a wrap. Happy crowd, happy press, happy talent, happy team. Hugs all around.

The night is but young – there’s news to issue and deadlines to hit. Team reconvenes at hotel to bang out press release. Coffee #5 (yeah, that’s right). Find power outlet, charge phone.

Hard drive of show footage delivered by the trusty production team, ready to upload for the morning’s breakfast news programmes.

Comms team show faces at afterparty. Drink one beer, locate some food, party with journalists for total of 48 minutes.

Return to hotel to check on upload of show footage to breakfast news.

4:00                        Hotel wifi proves troublesome. Head to lobby, pinch ethernet cable from hotel reception, upload speed steadily improves.

Approx. 6:45      Fall asleep on couch in hotel lobby using cushion covers as blankets. Get spotted by Vanity Fair Italy writer leaving for early morning flight. #fashionfail

Upload complete. Bed. For 3 hours. Until shuttle to airport.

Check the day’s headlines and smile. “MTV show thrills crowds”, “Isle of MTV rocks Malta for seventh time”, “Isle of MTV a great success”!

Can’t wait for next year! We love Isle of MTV

Isle of MTV 2013 will be broadcast as a 60-minute special across MTV’s international network of channels and platforms beginning 3rd August as part of the MTV World Stage franchise.

Lights, Camera, Logo: Creating the 2012 MTV EMA Graphic Identity

Posted on blog.viacom.com on 21.11.12

2012 MTV EMA Graphic Identity

World Design Studio’s Roberto Bagatti gives us some background on the creation of the 2012 MTV EMA creative campaign — from the theme to the design process behind the tentpole’s graphic identity this year.

Alicia Hosking: How many people were involved in the design process?
Roberto Bagatti: In addition to the WDS Milan team, about eight of whom worked on the EMA campaign, we developed the 2012 MTV EMA creative package with the Berlin based animation studio Sehsucht, led by Mate Steinforth.

AH: What were the main themes you sought to convey with this year’s EMA creative?
RB: The theme that we worked on this year is ‘Made of Music’. Music is at the heart of the EMA and this year we literally opened ourselves up to show off our ‘insides’.

Starting at a grassroots level – when an artist first starts working on an idea for a track – all the way through to the social media activity, the media frenzy, the red carpet rolling across the globe, we looked at unraveling every layer of anticipation, activity, glamour and hype that makes up the EMA.  With our creative partner, Sehsucht, we touched on the idea of a Zoetrope to visually reflect this activity and fully developed it. We were inspired by the idea and what’s better than a zoetrope to portray all this activity in one image?

The zoetrope is a circular device that produces the illusion of motion from a rapid succession of static pictures. There’s an amazing one at the Studio Ghibli Museum in Tokyo. Initially it looks like there are hundreds of things moving at the same on the various layers of the device – they all come to life as if they’re part of one giant, complex movement. But when you take a closer look you see distinct micro stories that build up the whole.

It’s a concept that correlates with the EMA: think of the number of fans voting across the world, the flock of planes that landed in Frankfurt, all of the preparations that built up to the show, the rising adrenaline of the artists as they finally took the stage… It’s all about an overwhelming hype that not only sweeps up the host city, but literally hooks the whole world. This is what we tried to encapsulate in this year’s theme: the overwhelming excitement and complexity behind a truly global event like the EMA.

2012 MTV TRL Awards Rock Florence

Posted on blog.viacom.com on 08.05.12

More than 25,000 music fans gathered in Florence’s historic Piazzale Michelangelo square on Saturday night to watch the sixth annual MTV TRL Awards. With a magnificent view overlooking the Renaissance city, the adrenalin-filled, three-hour, open-air event was hosted by MTV VJ Valentina Correani and rap trio Club Dogo and broadcast live across Italy on MTV.

Celebrating the best Italian and international music and pop music culture of the past year, the 10 TRL Award categories attracted over 12 million votes exclusively via http://www.mtv.it/trlawards. Winners included KPop superstars Big Bang, who established themselves as firm favourites with the Italian crowd, winning the ‘Best Fan’ category. Justin Bieber was awarded ‘Best Look, sponsored by StudioLine,’ LMFAO’s “Party Rock Anthem” was named ‘Best Video’ and Italian indie-rockers Subsonica received this year’s ‘MTV History Award.’ Contrasting the best of Italian pop and rap culture, the night included performances from some of the biggest names in Italian music, including Modà, Arisa, Marracash, Noemi, Dolcenera, Emis Killa and Alessandro Casillo.

International performers included UK pop-R&B sensation Conor Maynard and Californian quintet Young the Giant. One of the nation’s most famous rappers and host of MTV Italy’s rap battles show Spit Marracash was presented with a gold record for sales of his album King of Rap, and dedicated the honour to one of his idols, Adam ‘MCA’ Yauch of Beastie Boys, who sadly passed away last week.

Originally derived from the MTV show Total Request Live, the TRL Awards are voted for by fans nationwide and broadcast live from a different Italian city each year. Taking place in Florence for the second time, the show is the biggest live broadcast open-air music event to be hosted in the city this year.

And the 2012 MTV TRL Awards go to…

  • Super Man Award: Marco Mengoni
  • Wonder Woman Award: Laura Pausini
  • Best MTV Show: I Soliti Idioti
  • Italians Do It Better: Emma
  • Best Band: Modà
  • Best Video: LMFAO – Party Rock Anthem
  • Best New Generation: Emis Killa
  • Best Look sponsored by StudioLine: Justin Bieber
  • Best Fan: BIGBANG
  • Best Tormentone (smash hit): Michel Teló – Ai Se Eu Te Pego
  • MTV History Award: Subsonica