The VO5 NME Awards joined forces with MTV who employed its owned social ecosystem to drive maximum engagement with its audience around the event, which took place earlier this week.
Posted on: 17 February 2017 08:25
Romano Sidoli: "Placing the stream on Facebook Live and partnering with MTV gives access to music fans in whichever way best suits their needs."
The infamously raucous annual ceremony was streamed live on Facebook to both NME and MTV’s international audiences, say the publishers, Time Inc UK.
Production company myAccomplice did a live broadcast of the awards - this year sponsored by styling brand VO5 - on NME’s Facebook page, which was shared by MTV to collectively reach millions of international viewers. In addition to the live-streamed content, MTV also used its live entertainment expertise to produce a series of news bites and imagery that rolled out across its Twitter, Instagram and international Snapchat Discover Channel the following day.
Romano Sidoli, NME managing director, says: “Our flagship annual awards are renowned for being an unforgettable night in music and we are creating a truly audience first experience, drawing in fans from wherever they are, whether that’s on Facebook, Snapchat, Twitter, Instagram or on NME.COM. Placing the stream on Facebook Live and partnering with MTV gives access to music fans in whichever way best suits their needs. It is key to achieving a bigger audience than ever before for our Awards partners as well as continuing to grow our reach on all available platforms.”
Lee Sears, who negotiated the partnership as VP and head of Commercial Innovation of Viacom Velocity International - the in-house branded content agency of MTV’s parent company, Viacom - adds: “MTV and NME are synonymous with music, which makes this a natural and exciting partnership. MTV has an unrivalled track record of driving massive social engagement with its own music awards shows and we’re confident this year’s VO5 NME Awards will also generate a lot of buzz with our international audience with plenty of not-to-be-missed, stand-out moments.”
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