MTV goes with the buzz
MTV UK & Ireland worked with social media buzz outfit Musicmetric to take the pulse of fans’ responses to unsigned acts in its Brand New For 2012 contest. Dubstep and artist hip-hop Context has just been crowned the winner of the unsigned slot on the list.
“We’ve broken new ground this year with the inclusion unsigned acts in our Brand New For 2012 campaign, and the ability to measure and analyse online buzz was critical to our selection process,” says Matt Cook, director of talent and music programming, MTV.
“It has been illuminating to observe how each artist has their own unique style of connecting to their fan base through social media,” says Marie-Alicia Chang, co-founder of Musicmetric. “The artists who have been most successful have been sensitive to understanding what their fans react most positively to and have dedicated time to their online campaign.”
