
You might think Jersey Shore, Teen Mom and their siblings are the future of the “Music TV” Network. Often times we wonder where music videos fit into the MTV picture in a world of YouTube, Vevo and more. You’ll definitely see the top pop-sensations each year at the VMAs, but when you truly think about where the top innovations in the music world are coming from — you don’t always think MTV.
Take an extremely passionate, 16-year MTV employee, whose love for MTV, David Bowie and American culture brought him from India and Dubai to the Big Apple years ago, and you have MTV Iggy, the new global music brand and incubator MTV has cultivated under the leadership of now-35-year-old Nusrat Durrani, SVP and GM of MTV World.
The social media impact Iggy’s had since the launch on September 26 has been quite good: Facebook updates have garnered over 4.5 million post views; Facebook fan interactions and feedback have more than doubled, with an increase of over 136%; MTV Iggy’s Facebook and Twitter accounts have doubled and tripled in fans, with 114% and 235% increases, respectively; the social media platforms have a truly global following with top Facebook fan countries being from: USA, Mexico, India, Venezuela and Pakistan.
Described as a “multi-platform music brand connecting America with global artists and pop culture phenomena,” MTV Iggy recently announced that it crowd Korean pop sensation 2NE1 as The Best New Band in the World 2011 after a six-week “social media-intensive” search.
We talked to Nusrat Durrani about the new MTV brand and its social media-driven approach.
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