The MTV EMAs will air on Sunday, Nov. 12, broadcasting a hit parade of star performers from London to a worldwide audience. But those millions unable attend the show at SSE Arena can still interact with host Rita Ora and her fellow nominees onstage via augmented reality on the MTV EMA mobile app.
With their device plugged into select performances, viewers will see and be able to interact with digital animations transposed over the action. “3-D rendered objects can fill the environment around you,” Karmelina Parouka, MTV International’s vice president of digital content and engagement told Deadline. “We’re trying to immerse [fans] into the show itself, and tie it back to the artists they’re passionate about.”
What might this look like while watching the EMAs via your phone? To quote Deadline’s example, “As a musician like Camila Cabello takes the stage to sing Havana, that might prompt a virtual Cuban flag to unfurl within the app,” evoking a sort of musical fantasyland realized over top of live performances, reminiscent of the animated monsters dropping into your everyday environment in Pokeman Go.
The EMA augmented reality activation follows the artist- and musician-fueled virtual reality explorations and fellowships pouring out of the Viacom NEXT innovation lab. Viacom has been sinking roots into the growing augmented reality space for some time – check out Dr. Beau Lotto, a Viacom Labs creator-in-residence, discussing the blend between the digital and physical realms at an employee event last year:
Augmenting the augmented reality announcement is the unveiling of the EMA’s 2017 social squad, a coterie of global influencers immersing themselves into the festivities to spread the energy around the world in their native languages. This year’s squad is Madison Beer (U.S.), Hugo Gloss (Brazil), Bontle Modiselle (South Africa), Geordie Shore stars Sophie Kaseai and Charlotte Crosby (UK), and Marcel aka KsFreak and Manuel “Krappi” Krappinger (Germany).
— MTV EMA (@mtvema) November 3, 2017
The EMAs will air in more than 170 markets. Visit the show’s website for more information on how to watch and vote.
Stress in China, South African Parents, Shared Experiences, & VMA Winners’ Data: Viacom Global Insights Digest
Welcome to the September issue of the Viacom Global Insights Digest, bringing you Viacom’s latest consumer insights from around the world. This month, we are proud to launch our newly redesigned multilingual blog, which gives a crisp new look to our insights in English, Latin American Spanish and Brazilian Portuguese. Check it out.
Written by Catherine Hunter, MTV UK PR & Talent Coordinator
It’s crazy to think that just a few weeks ago, I was on a yacht off the Malta coast, filming for the comeback of MTV’s 1990s smash hit dance music show The Grind. Rewind to eight hours earlier, pulling up to the Radisson Blu at 3 a.m. with Geordie Shore’s Sophie Kasaei and Ex on the Beach’s Josh Ritchie, spirits were definitely high (apart from the thought of being awake in less than four hours). But who cares when you’re in Malta, eh?
Sitting at my desk in London, thinking back to the Isle of MTV (IOMTV) festivities, I can say this was the best MTV event I have worked on in my more than two years at the network.
Ahead of the jam-packed three days, I was determined to make the most of the experience and help get the most out of our press and influencers while on the island. Upon arriving in Malta, my role for the next couple of days would be talent management and press liaison for the UK. This ranged from managing the MTV talent and ensuring that they partook in all of their prior arranged commitments, to facilitating interviews with show talent at the press conference.
I have worked on countless MTV events, big and small, and it always amazes me how much hard work goes into them. From running around backstage at the EMAs trying to locate an earbud for Justin Bieber to talent managing MTV talent at IOMTV, the work is varyied often very hard, but also incredibly fun. The saying “Do what you love, and you’ll never have to work another day in your life,” resonates with me whenever I work an MTV event, and this year’s IOMTV was no different.
Sunday was pretty incredible, watching the production and recreation of The Grind come together and being a part of the party with Senior PR Manager Milly Gattegno, MTV talent – the aforementioned Sophie and Josh – and our influencer, Kristen Hanby, from UniLad. Seeing the social response and being a part of MTV’s revival of a classic music show was amazing.
Monday we spent the day entertaining these guests, visiting top Maltese hot spots, including the Blue Lagoon , the famous azure blue bay on the west side of Comino island.
The beautiful surroundings provided an ideal canvas for fun social content:
Modern Dads, Social Media, Movie Choices & Curators of Cool: Viacom Global Insights Digest, May 2017
Welcome to the May issue of the Viacom Global Insights Digest, bringing you Viacom’s latest consumer insights from around the world.
This month, we look at modern dads, social media usage, how other people influence our movie choices, and how youth find what’s cool in a cluttered online landscape.