PROBLEM
MTV drifted away from its roots as “Music Television,” moving toward reality TV and losing its core audience of music lovers. 64% of viewers aged 18-34 now associate MTV more with reality shows than music, while over 70% of music fans believe the brand has lost its unique edge. The rise of platforms like YouTube and TikTok has drawn fans away from cable TV entirely, leaving MTV with shrinking viewership in the streaming era. Fans miss the original MTV and want it to reclaim its music legacy.

OPPORTUNITY
MTV is still known as the birthplace of music videos, and nostalgia for its music-focused days is strong. 68% of Gen Z and Millennials say they would like to see MTV return to its roots with more music content. The VMAs offer MTV a unique chance to reconnect with fans by spotlighting music and creators, reminding everyone that MTV is still dedicated to “Music Television.”

SOLUTION
“We Are Music TV” is our path back to MTV’s roots. We’re calling on fans to create their own music videos and share them with us, celebrating the creativity that once defined MTV. Through QR codes on street ads, social media challenges, and viral hashtags, we’re creating a movement that brings fans back to MTV. The top five videos will be showcased live at the VMAs, with finalists attending the event, and the top winner getting exclusive access to meet some of the industry’s biggest artists. This campaign reclaims MTV’s legacy, reminding fans that we are, and always will be, Music Television.