After giving a voice to the generation that expressed "I want my MTV," the network is undergoing another rebranding to connect with Millennial audiences. "Deliberately ugly" visuals made up of GIFs, emojis, memes and fan-created content drive the look of the new "I am my MTV" mentality. Most significantly, this change from MTV shifts the focus from the channel to emerging artists and the audience.
Hoping to inspire brand engagement, MTV wants fans to tag their Instagram photos and Vine videos with #MTVBump for it to be considered for appearances online and during TV broadcasts.
Over the years, MTV's audiences have had to fight to be heard. Now, the channel is being turned into a platform where active viewers can express themselves creatively by creating a "Bump."
Fan-Created TV Branding
'I Am My MTV' Broadcasts Visuals Inspired by Viewer Content
Trend Themes
1. User-generated Content - The trend of incorporating fan-created content into TV branding provides an opportunity for businesses to involve their audience in the creative process and enhance brand engagement.
2. Social Media Integration - The integration of Instagram photos and Vine videos with TV broadcasts presents a disruptive innovation opportunity for industries to leverage social media platforms as a means of expanding their reach and connecting with their target audience.
3. Shift to Emerging Artists - MTV's rebranding initiative, focusing on emerging artists, highlights the potential for industries to tap into undiscovered talent and create partnerships that provide mutual benefits for both the artists and the businesses.
Industry Implications
1. Television Broadcasting - The incorporation of fan-created content into TV branding offers opportunities for innovation in television broadcasting by actively involving viewers and creating a more interactive and engaging viewing experience.
2. Advertising and Marketing - The integration of user-generated content from social media platforms into TV broadcasts opens up possibilities for disruptive innovation in advertising and marketing strategies, allowing businesses to leverage the power of authentic customer content to connect with their target audience.
3. Music and Entertainment - MTV's focus on emerging artists creates a disruptive innovation opportunity for the music and entertainment industry to discover new talent, create collaborations, and explore alternative means of promoting and showcasing artists.