DIE MTV DIE
Type
Branding, Installation, User Interface
Branding, Installation, User Interface
Challenge
MTV stopped airing music videos as other sources for viewing them emerged over the years. More people began downloading music online for free and using YouTube to watch unlimited music videos, which made it challenging to create a profitable business around music videos to support album sales for artists. In response to this, MTV received complaints from individuals who grew up in the 80s and 90s and missed the old times when MTV played music videos all day. However, when music videos were reintroduced to accommodate this audience, viewership remained very low. Analyzing these trends, the major challenge for MTV is to regain the interest of teenagers and young adults across its hundreds of international MTV channels.
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MTV stopped airing music videos as other sources for viewing them emerged over the years. More people began downloading music online for free and using YouTube to watch unlimited music videos, which made it challenging to create a profitable business around music videos to support album sales for artists. In response to this, MTV received complaints from individuals who grew up in the 80s and 90s and missed the old times when MTV played music videos all day. However, when music videos were reintroduced to accommodate this audience, viewership remained very low. Analyzing these trends, the major challenge for MTV is to regain the interest of teenagers and young adults across its hundreds of international MTV channels.
Poster
The marketing strategy involves a bold approach, with the slogan "DIE MTV. DIE. THIS IS MY MTV." This message challenges the old MTV to make way for a new era. While the initial concept for the poster used stronger language with "FUCK MTV, THIS IS MY MTV," the revised quote delivers a powerful statement without unnecessary profanity.
Target Audience
MTV classifies its audience as "reformers" because the shows on MTV reflect social awareness, freedom from restrictions, and tolerance of complexity. The target audience includes teenagers and young adults. MTV shows primarily cater to what teenagers might find entertaining in our modern culture. The core MTV audience ranges from 15 to 34 years of age, encompassing various individuals from within that age group. Typical viewers are youthful, mobile, explorers, adventurers, and seekers of unique experiences.
Logo Analysis
The new MTV logo is crafted using the Helvetica font, but it has been modified to better cater to its audience. This sub-brand, called "My MTV," introduces a new concept aimed at providing a novel form of entertainment. The logo prominently features a big 'M' symbol, created by combining 'M' and 'Y' to symbolize "My," along with a smaller MTV emblem positioned in the top right corner of the symbol. "My MTV" is founded on the idea that individuals can customize their own MTV experience. The 3D effect draws inspiration from the original logo to maintain the MTV essence while adapting it for a contemporary and youthful appearance. This minimalist design allows artists to easily incorporate and use it as a symbol. The primary font used is Helvetica, conveying a sense of mainstream appeal and friendliness. The secondary font utilized for text and headlines is Futura.
The new MTV logo is crafted using the Helvetica font, but it has been modified to better cater to its audience. This sub-brand, called "My MTV," introduces a new concept aimed at providing a novel form of entertainment. The logo prominently features a big 'M' symbol, created by combining 'M' and 'Y' to symbolize "My," along with a smaller MTV emblem positioned in the top right corner of the symbol. "My MTV" is founded on the idea that individuals can customize their own MTV experience. The 3D effect draws inspiration from the original logo to maintain the MTV essence while adapting it for a contemporary and youthful appearance. This minimalist design allows artists to easily incorporate and use it as a symbol. The primary font used is Helvetica, conveying a sense of mainstream appeal and friendliness. The secondary font utilized for text and headlines is Futura.
Life-Size Installation
This installation offers an experimental and youthful welcome, representing an open radio station studio with a lightbox that illuminates during live shows. Every element was thoughtfully chosen and crafted to recreate a homely atmosphere for the host. To achieve a sense of nostalgia, MTV posters were repetitively mounted on the walls with custom paint colors. The main challenge was installing the lightbox, typically a $500 professional expense, which I tackled by building it myself using a shadow box frame, white acrylic, and a vinyl logo. The installation, located in ACCD Room 203, was documented for reference. The walls were constructed with cost-effective chipboard, supplemented by 2x4 wooden supports and nails from Home Depot. My uncle and cousins, experienced in painting and construction, assisted with setup modifications, ensuring safety.
When you turn off the light, the MTV lightbox turns on, akin to the red "on-air" light boxes you typically encounter at a radio station. This symbolizes the availability of shows, whether it's day or night.
Introducing a New Site
This website caters to those seeking a fresh and engaging alternative to conventional shows. A part of the MTV brand, this platform allows you to create your own TV shows or watch a diverse range of content, including talk shows, cooking demonstrations, makeup tutorials, and garage concerts. Think of it as YouTube, but with a twist – everything is unedited and presented live. Through our website, you have the opportunity to gain fame and earn income in your spare time. You can host shows where you're free to discuss intriguing global issues with your viewers or simply share your daily life with your audience. While recording or watching your show live, an interactive chat box on the side enables you to engage with your viewers and fellow hosts. Our inspiration for this concept comes from a popular Korean program known as "Afreeca TV," a renowned online video streaming platform where creators receive donations from their audience. Join us and unlock a world of possibilities!
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Miniature Installation
Following the dismantling of the life-size exhibition installation, I aimed to create something portable that could visually represent the original installation I had designed. I fashioned this miniature exhibition using MDF wood and applied paint and print to it.
To activate the miniature lightbox, you can place your phone against the left side wall of the display with your flashlight turned on. The reason it lights up is that when light shines onto the side of the pole, photons are transferred into the pole, illuminating the entire rod.
To activate the miniature lightbox, you can place your phone against the left side wall of the display with your flashlight turned on. The reason it lights up is that when light shines onto the side of the pole, photons are transferred into the pole, illuminating the entire rod.
