MTV 81 to showcase Japanese pop culture

December 18, 2012 09.56 Europe/London By Robert Briel

Viacom International Media Networks has announced the international launch of MTV 81, an English language advertiser-supported digital platform designed to showcase Japanese artists and pop culture to international audiences.

MTV 81 – with ‘81’ referencing the international calling code for Japan – offers original content including live performances, artist profiles, news and interviews with those shaping Japanese pop culture and trends.

Targeting 18-34 year olds worldwide, MTV 81 leverages MTV Japan’s connection to music, fashion and pop culture while offering an internationally focused insiders point of view on what is shaping the pop culture landscape in Tokyo, Kyoto, Hiroshima and other cultural hot spots.

MTV 81 was created in collaboration and partnership with Dentsu Inc, the largest advertising agency in Japan. The site has launched with advertising support from Intel and Daiichikosho.

Ji Hee Nam, VP of digital for Viacom International Media Networks Asia said in a statement, “MTV 81 was designed to provide a curated connection to Japanese pop culture for audiences all over the world. MTV’s insights and editorial expertise can cast a bright spotlight on the artists and influencers who are shaping the pop culture landscape and take it out to a wider, global audience.”

Nam continued: “2012 has been a watershed year for Asian music and Japan has often been cited as a hotbed for creative inspiration. We see MTV 81 as a way for Japanese artists to develop a stronger and more passionate global following and broaden their international fan base.”

The editorial team for MTV 81 is lead by music journalist and editor Mark Jarnes.

The pool of contributors comprises of music writers, bloggers, label executives and editors at some of Japan’s leading English-language publications including The Japan Times and Time Out Tokyo.