MTV Promos Keep Music Flame Lit
New York – At a time when reality and youth lifestyle shows – not videos – dominate MTV’s main programming hours, the network is looking to music-related contests, tour sponsorships and other off-channel marketing initiatives to drive its identity as a music brand. Case in point: MTV in February is sending eight contest winners on a private island getaway with Columbia Records act Destiny’s Child in a stunt it is billing as Destiny’s Isle. The promotion – which MTV has been plotting since last August and was aggressively promoting last fall – will culminate with clips from an afternoon meeting… Read more »