MTV Seeks New Media and Creative Agencies to Help It Reclaim Its Musical Legacy

Viacom launches 2 separate reviews

MTV never plays videos anymore.

That sentiment has become a cliché in recent years. But the Viacom channel wants to be known, once again, as the global authority on pop music and culture, and it is currently looking for new media and creative agency partners to help make that happen.

MTV's parent company, Viacom, recently launched two separate reviews seeking agencies to handle both portions of MTV's marketing business, sources close to the matter say. Spokespeople for both companies declined to comment, but those sources confirmed the reviews and that Viacom is handling the process internally rather than working with a third-party consultancy.

Earlier this year, MTV announced plans to revitalize the classic MTV News format and relaunch MTV Unplugged and Cribs. It also debuted a new live music show called Wonderland that its own editorial division claimed would "make your uncle shut up about how we don't play music anymore."

Last week, the company also named rapper A$AP Rocky as creative director for its MTV Labs unit. Rocky and his creative company, AGWE, will work on producing original and sponsored content with a heavy focus on music.

According to Adweek's sources, the agencies chosen by MTV will also be responsible for developing content and planning paid placements for TV and other platforms including Snapchat Discover, on which the channel recently debuted a sex-ed video series sponsored by Trojan.

It's not clear which shops are involved in the review, but MTV is expected to announce its new agency partners by the end of the month.