MTV International undergoes rebrand

DetailsEditor | 26 June 2015

Immortalised in song in the 1980s, the underlining brand message of international music channel MTV is no more in a brand shift from 'I want my MTV' to 'I am my MTV'.

The move is designed to open up the MTV International brand, which spans over 160 countries and territories and 32 languages, to audience and artists alike. The new network says it will 'celebrate' its audience and talent by spotlighting their social media between programming on-air and across all platforms with #MTVbump.

MTV is partnering with B-Reel Creative to connect the Internet to the network's linear broadcast system, allowing social media videos on Instagram or Vines shared on Twitter with the #MTVbump to be up on-air in as little as two hours. MTV will collect the videos using a custom content management system (CMS) developed together with B-Reel Creative that allows MTV teams to curate the content, filtering for local relevance, pop culture topicality or number of fans, and then schedule it to be up on-air and across platforms. Users can submit directly on Instagram or with Vines shared on Twitter, or go to, where they can also view the "bumps" that have made it on-air around the world.

MTV Art Breaks will attempt to bring new video art to audiences worldwide, and MTV's promos will take on a new look and feel. The company promises that with the promos it will be experimenting with narrative structures and visual storytelling, making them shorter, louder and hyper-visual.

"MTV has always been committed to reinvention, and it's time to shed our skin and reinvent again," said Kerry Taylor, senior VP, youth and music for Viacom International Media Networks (VIMN) and chief marketing officer of Viacom UK. "Our audience expects MTV to push boundaries and take creative risks, and we truly believe that with this rebrand MTV's international channels will look like nothing else."