After 6 years, MTV International launched a new rebrand. But instead of only changing the way the channel looks, we changed the way the brand behaves, and how it relates to our audience completely. We needed to engage in a two-way conversation with our audience.
Under the “I AM MY MTV” concept, we redesigned the way the art break works.
We give the audience the chance to create their own idents by using a web-based platform.
We also went back to upcoming artists, giving them total freedom to create their own interpretation of the brand.
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