Using MTV’s programming; event; and digital muscle to build traction and awareness for artists, Brand: New is a multi platform enterprise which will see JR’s face and music splashed all over MTV Base’s TV; online; and mobile platforms starting on 28 May.
As a stamp of MTV’s approval, JR’s music videos will go on high rotation on MTV Base for a month, starting 28 May, while JR will feature in a series of TV shows on MTV Base including a ‘hip-hop classics’-themed version of MTV Base’s MVP (Most Voted Playlist) show, airing at 18:00 CAT on 15 June. The rapper will also feature a JR-themed Top 10, premiering 8 June, in which the artist will pick his favourite music videos and talk about what they mean to him.
Short vignettes and cameos of JR will also feature on MTV Base prior to the airing of any of JR’s music videos, while a short profile of JR will air regularly throughout the month. In the digital space, JR’s biography; tour dates; and links will have a dedicated page on the
www.mtvbase.com website and mobisite.
Commented Alex Okosi, Senior Vice President and Managing Director, MTV Networks Africa, “MTV Networks Africa is excited to give African talent the opportunity to shine via this new initiative and thrilled that JR will be the first artist to benefit from the Brand: New approach.”
MTV handpicked JR to début the Brand: New initiative after he wowed the crowd attending MTVs recent fifth birthday celebration at Urban Tree, Johannesburg. JR’s music videos ‘So Hot’ and ‘Show Dem’ have also received extensive airplay on MTV Base. JR subsequently headlined two editions of MTV Base Nights in Durban in December 2009 and in Cape Town in April this year.
From June, MTV Base will extend the Brand: New initiative to include African artists from all over the continent.