MTV Nets' Sites Rock New Artist Channels

MTV Networks wants to establish its Web properties as the go-to outlets for fans to track all of their favorite artists’ social media activities.The company on Thursday (June 3) will introduce a series of channels on MTV.com, VH1.com and CMT.com under the brand Posted. These three standalone sites such will center on a particular music artist for a one-month period, aggregating that artist’s Twitter and Facebook updates, Foursquare recommendations, along with original and archival photos and videos. To start things off American Idol rocker Adam Lambert will be the focus of Posted.VH1.com, while LeAnn Rimes will be featured on Posted.CMT while the band All Time Low will be showcased on Posted.MTV.com.MTV Music Group executives said that Posted initiative is aimed at super-serving a generation of music fans that expects to have a back and forth relationship with their favorite singers or bands, while enabling fans to foster that relationship in a single locale.“There is this outpouring of social media activity in the music world, but it hasn’t been filtered in one place,” said Dermot McCormack, MTV Networks Music & Logo evp. `Until now, you needed a compass and a degree in computer science to follow everything that is going on.”According to Chris Ficarra, VH1’s vp of integrated marketing, the company deliberately sought artists that were already active in social media—but also tasked them to produce more such content during the months they’ll be featured on Posted. For example, VH1 has shot original videos of recent Adam Lambert rehearsals. And down the road the networks will likely produce unique live streaming events on each of the Posted sites.MTV has signed on AT&T as the official Posted sponsor, and is using the launch to debut a new custom ad unit. Users, when viewing video clips on Posted sites will be able to mouse over an AT&T ad that will expand into a 3D image of the new Motorola Backflip phone. Via that image, they’ll be able to call one of the Posted artists and leave a voicemail. MTV will eventually feature a selection of fan voicemails on the Posted sites.In addition, besides the 3D unit, artists will be seen in various video clips using the Backflip phone, which utilizes Google’s Android software. Plus, Posted sites have incorporated AT&T’s unique color palette within various parts of their site navigation.The Posted program is scheduled to run through September. Upcoming artists scheduled to receive the Posted treatment are Maroon 5 and Sara Bareilles.

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MTV Nets' Sites Rock New Artist Channels

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