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MTV on Canvas

canvasToday MTV unveiled the first promo, “Canvas,” to launch the creative campaign for the 2016 “MTV Video Music Awards.” The spot pays homage to the “VMAs” at Madison Square Garden for the first time in its history, offering an awe-inspiring black and white portrait of the world’s most famous arena as a gift; a blank canvas on which each performer will express unparalleled artistry and vision. 

Anthony Mandler, one of today’s top commercial and video music directors, directed “Canvas.”  He has helmed over 15 of Rihanna’s music videos and directed videos for Taylor Swift, Beyoncé, Drake, Eminem, Jay-Z and Justin Timberlake, to name a few. The theme song of the campaign, “Do Your Thing” by Charles Wright & the Watts 103rd Street Rhythm Band, serves as the featured music in the spot with Swizz Beatz lending his powerful voice to the spot.

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As MTV locks in performers for the show (all still to be announced), each performer will select a signature Pantone color and message, and MTV will commission a visual artist or filmmaker to bring their words and vision to life via a 30-second content piece.  This content will then be incorporated into the larger campaign.  With each artist, a new color and creative piece will be added to the VMAs palette, filling in this blank canvas and advising the scheme for entire campaign (and ultimately the show).  The result will be a campaign that’s highly personal, artist driven and reflective of this year’s main show look and feel.  Additional works of art will be released throughout the campaign that feature each performing talent’s own words as to why the VMA stage is one of the greatest opus of which they dream.

 

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Embed code:

4px;”>http://media.mtvnservices.com/embed/mgid:arc:video:mtv.com:ccd39fcc-2ca9-4a5a-bcd2-00591bb06c34” width=”512″ height=”288″ frameborder=”0″ allowfullscreen=”true”>

MTV.com: http://www.mtv.com/video-clips/ezc10d/vma-2016-vma-2016-the-canvas-is-ready

Facebook post: https://www.facebook.com/VMAs/videos/532878483503907/

This year’s campaign follows the 2015 “VMAs” campaign which won four coveted Cannes Lion awards.

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The 2016 “MTV Video Music Awards” will air LIVE from New York’s Madison Square Garden on Sunday, August 28 at 9:00 p.m. ET/PT. To apply for press credentials, please visit www.mtvpress.com.

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Valerie Milano is the well-connected Senior Editor and Entertainment Critic at TheHollywoodTimes.today, a website that aggregates showbiz news curated for, and written by, insiders of the entertainment industry. (@HwoodTimes @TheHollywood.Times) Milano, whose extraordinary talents for networking in the famously tight-clad enclave of Hollywood have placed her at the center of the industry’s top red carpets and events since 1984, heads daily operations of a uniquely accessible, yet carefully targeted publication. For years, Milano sat on the board and tour coordinator of the Television Critics Association’s press tours. She has written for Communications Daily, Discover Hollywood, Hollywood Today, Television International, and Video Age International, and contributed to countless other magazines and digests. Valerie works closely with the Human Rights Campaign as a distinguished Fed Club Council Member. She also works with GLSEN, GLAAD, Outfest, NCLR, LAMBDA Legal, and DAP Health, in addition to donating both time and finances to high-profile nonprofits. She has been a member of the Los Angeles Press Club for a couple of years and looks forward to the possibility of contributing to the future success of its endeavors. Milano’s passion for meeting people extends from Los Feliz to her favorite getaway, Palm Springs. There, she is a member of the Palm Springs Museum of Art and a prominent Old Las Palmas-area patron.