Bruce Gillmer on 2013 ‘MTV EMA’ Host City (Amsterdam!) News

by Bernadette Simpao, Viacom International Media Networks

The MTV EMA is one of the biggest music events in the world, recognizing artists from every corner of the globe across every genre, featuring the hottest superstars, and bringing music fans everywhere together for a unique and incomparable experience.  Each year the show takes place in a different world city, and MTV recently released this hotly anticipated news, announcing that the 2013 MTV EMA will take place in Amsterdam!

We spoke with Bruce Gillmer, Executive Vice President of Talent and Music Programming/Events, for Viacom International Media Networks (VIMN) and executive producer of the MTV EMA, to hear more about the host city news.

How did you land upon Amsterdam for this year’s MTV EMA?

BG: Amsterdam has been a strong contender for the past several years, and with construction finalized on the world-class Ziggo Dome last year, the city quickly became our top choice. It’s one of the world’s most desirable destinations – famous for its abundant nightlife, vibrant music scene and rich local culture.

Tell us more about the music scene in Amsterdam and the Netherlands overall.

BG: The music scene there is as lively as it is eclectic, thanks to its dance-driven formats. It’s home to a variety of talented artists, like Afrojack, Armin van Buuren, Tiesto and Chuckie.

What elements do you look for in a host city?

BG: We look for a city that embraces the EMA and is enthusiastic and passionate about partnering with MTV, somewhere that has an appropriate venue and infrastructure, and a thriving music scene.

The Ziggo Dome looks amazing! What can you tell us about this exciting new venue?

BG: Being a brand new venue, the Ziggo Dome is absolutely state-of-the-art. It was conceived and constructed with large scale music performances in mind. The Ziggo Dome has already hosted several concerts by major global acts, and we’re looking forward to bringing the EMA to life under its roof. The venue has incredible sightlines for the audience and fantastic acoustics, as well as relatively easy access for load in and load out of all of our technical and staging gear, great support space and great backstage space. Everything is sparkling, new and clean, which ultimately will make for a fantastic experience for the production staff, for the artists, for all our guests, and for the fans.

2013 marks the 20th MTV EMA. How has the show evolved over the years?

BG: First and foremost, the MTV EMA has evolved from a pan-European focused event into a true global property. A prime example is the Worldwide Act award, which recognizes the hottest artists in each region. And with the emergence of new platforms – from social media, mobile, online, etc. – we’ve offered fans in every corner of the world exciting ways to consume and engage with the show. As a matter of fact, the 2012 MTV EMA was the most social EMA ever on all platforms, with huge growth on Facebook and Twitter.

What are a few of your favorite EMA memories? Craziest moment, biggest disaster, proudest moment…anything!

BG: There have been so many awesome EMA moments that it’s hard to pick a favorite. One that seems to stand out is U2 and Jay-Z from the Brandenburg Gate in Berlin in 2009. We brought together two incredible, world-dominating acts in a location with such historic significance – that one is hard to top.

We know it’s really early, but can you give us a hint on who is on your wish list for EMA host, performers and presenters?

BG: It’s really difficult for us at this early stage to put any specific names out there, but when you look at the world of entertainment in 2013, there are so many amazing music and film projects coming out. We’ve set the bar really high at the MTV EMA – in just the past few years, we’ve been honored with unforgettable performances by superstars like Lady Gaga, Bruno Mars, Justin Bieber, Queen, Taylor Swift, Muse, and more, plus talented and stunning hosts like Heidi Klum, Selena Gomez, Eva Longoria and Katy Perry. We’re looking forward to another exciting line-up at this year’s show in Amsterdam, but you’ll have to stay tuned to hear more!

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