Thursday, January 17, 2013

MTV Announces "Artist To Watch" Music Discovery Campaign

Hisham Dahud/Hypebot

MTV has unveiled a new list that they call simply “MTV Artist to Watch”, a new artist / music discovery initiative and campaign that spans across all of MTV’s television channels and web presences. To kick off the campaign, MTV has revealed its selections for the 13 artists to watch in 2013, as well as a concert in New York. Every two weeks, MTV will select and then feature a new “Artist to Watch” that spans multiple genres including pop, EDM, hip hop and rock.

The first batch of artists are (in alphabetical order): Alt-J, Joey Bada$, Becky G, Robert DeLong, Gold Fields, Hunter Hayes, Trinidad James, Macklemore & Ryan Lewis, Austin Mahone, twenty I one I pilots, The Weeknd, Jessie Ware and Zedd.

Each artist will be showcased across MTV’s various television channels (including MTV, MTV2, mtvU, MTV Hits and MTV Jams), websites (including, Artists.MTV, MTV News,MTV Hive) and social networks (including @MTV, MTV on Facebook, MTV on Instagram, MTV on Tumblr). MTV will showcase exclusive content across its various channels including live performances, interviews, video rotation, song placements in shows and more.

Throughout the year, MTV will partner with each artist to break them to the mainstream audience.

“MTV has an unprecedented ability to help artists cultivate and grow their fan base,” said Amy Doyle, head of Music & Talent Strategy for MTV. “With our new Artist to Watch campaign, we’re taking that mission a step further by creating music’s most substantial launching pad across our television, digital and social channels.”

To launch the campaign, MTV will host of an Artist to Watch showcase at New York’s famed Highline Ballroom on January 16th, 2013, with four of the artists on the list: Zedd, Jessie Ware, Twenty One Pilots and Robert DeLong, performing. In addition to this sold out launch event, MTV plans to host additional Artist To Watch events in New York as well as other cities throughout 2013.

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