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How did MTV re-awaken its legendary creativity around brand identity?
VISUAL FLEXIBILITY
In the 1980's under the visionaries Alan Goodman and Fred Seibert, MTV was famous for giving free reign to visual creativity around MTV logo animations, amplifying the network's anti-establishment attitude and edgy fun personality. Tuning in to see what crazy idea they would come up with next became integral to how the brand was defined.
MUSICAL FLEXIBILITY
MTV's audio identity can learn a lesson from the success of this visual flexible model. It's 1980's punk rock brand theme is iconic and still marks MTV as a cultural icon. Using the main riff as a platform for creating mnemonic versions in different musical styles brings more fun and flexibility while paying homage to what made MTV great in the first place! Here are a few starter versions created to kick off the campaign...
MTV MNEMONICS
MTV MNEMONICS
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Trap hands
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Gentle cinema
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Xylo crickets
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Dream hop
The rise of "Music Driven Content"
How can the lessons of MTV's global takeover drive content in an age of short attention spans and social media? This video details our vision for this exciting new frontier of sonic branding.
"Music Driven Content" - Example
Yo! MTV Raps is a well-known sub-brand in the USA, but few know that it's a global phenomenon - a top show in many countries around the world and fertile ground for finding incredible rap talent in all languages. This short social piece uses MTV's weaves their signature melody into a hip hop track that takes us quickly around the world featuring new celebrity talent.
Client
Paramount
Creative Director
Bruce Gilmer
Tanya Leederkerken
Kate Dunn
Marko Domazet
Executive Producer
Bruce Gilmer
Sector
Entertainment / TV
Composers
Son Lux
Glen Cavanagh
Michael Ballou
Adam Longlands
Creative Director
Marco Vitali / Sonic Lens
Executive Music Producer
Marco Vitali / Sonic Lens
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