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The networks' owner, Viacom, and the headphones company Monster DNA are teaming up to promote "Music Independence Day," during which indie musicians will be featured on TV and the two companies will match online donations that viewers make to unsigned artists on a Web destination called the Artist Platform.
"Hopefully that tip will allow them a start in their career," said Jeannie Scalzo, svp of brand sales for MTV, VH1 and CMT.
Viacom and Monster DNA are pledging $100,000 in all to unsigned artists, with each act able to receive up to $500.