#SMW Panel Watch: MTV’s Pioneering Efforts With New Form Talent

By Adam Flomenbaum 

To reach younger audiences, MTV recognized early that in the current media landscape its own content – though highly engaging and appealing – was not enough. For that reason, the network has pioneered the utilization of ‘new form talent’ (which we have covered on a number of occasions, although, to be transparent, we have called them ‘social influencers’) to help drive awareness and engagement around tentpole events like its annual Movie and Music Awards.

Today during Social Media Week in New York (at 11:15am EST), Natan Edelsburg, Senior Vice President at Muck Rack and Senior Supervising Producer at Shorty Awards, will be moderating a panel called “Stop Calling The Social Media Influencers: MTV’s Pioneering Efforts With New Form Talent.”

“Social talent are key members of MTV’s extended creative family,” Tom Fishman, VP, Audience Growth & Engagement at MTV, tells LostRemote. “They bring new perspectives and artistic sensibilities to our communities and to the social coverage of our shows and events that, through the MTV filter, is totally unique. From creative through distribution, social talent partnerships are also a lever we engage often to enrich our advertisers’ brand campaigns.”
Below, a full description of today’s panel, which, for those attending, takes place at ‘Highline Stages – INNOVATE.’ For those who can’t make it, the hashtag is #MTVSMW.

In a world where everyone is creating their own content and distributing it themselves via multiple social platforms, MTV is pioneering the way media companies tap into new form content creators and not just for their massive social following. Today it’s no longer about marketing partnerships. Instead, it’s all about the modern day talent search.

Participants will learn how members of this very talented generation are able to churn out amazing, relatable content that transitioned between multiple screens – whether it be television, tablet or mobile – and why young audiences are responding in droves. In addition, MTV will discuss its first unscripted series featuring YouTube sensation Todrick Hall that will document his weekly elaborate performance videos.


  • Todrick Hall  – Actor, Singer, Writer, Director, Choreographer, Dancer, Producer of Todrick.
  • Alison Hillhouse – Vice President of Insights Innovation at MTV
  • Dave Sirulnick – Executive Vice President, News, Docs and Specials at MTV
  • Thomas Fishman – VP Content Marketing and Social Media at MTV


  • Natan Edelsburg  – Senior Vice President at Sawhorse Media and Senior Supervising Producer at Shorty Awards