MTV Looks For Multiplatform Music Series To Uncover Viewers, Users
Memphis-Based $5 Cover Bows Concurrently On-Air, Online
Thomas Umstead -- Multichannel News, 5/1/2009 1:34:33 PM
MTV tonight (May 1) will premiere a unique, Memphis-based music series simultaneously the network and via the web.The 15-part series, $5 Cover -- produced by Craig Brewer (Hustle & Flow) -- that focuses on the professional and personal lives of some of the city's up-and-coming musical acts, will simultaneously premiere on MTV and mtv.com over consecutive Friday nights, according to David Gale, executive vice president of MTV New Media.
"$5 Cover allows audiences to discover exciting new music through the vision of some of the most innovative filmmakers working today," said Gale, adding that the network may look to apply the same format to other cities around the country.
An additional 70 video clips from the show -- from mini-documentaries about the artists, interview footage and ringtones to photos, full tracks and tidbits about Memphis culture -- will appear on several platforms, according to Gale.
On television, MTV has teamed with AT&T to create a "$5 Cover Week" as part of the network's daily 3 a.m. to 9 a.m. AMTV music block. The AT&T-sponsored block will feature exclusive videos, interviews and short form segments from the project, said network officials.
MTV2 will air a "Memphis"-themed week, beginning May 4, which will include short-form series episodes along with Memphis-related documentaries and music videos. For its part, mtvU will offer $5 Cover-themed music hours, interstitials, and other short form content.
On the Web, MTV.com and fivedollarcover.com users can watch $5 Cover content on demand, as well as listen and download music from the featured artists. MySpace users can stream music from the series for free from the social networking site's dedicated $5 Cover page. In addition, each artist being featured in the program will utilize their official MySpace profiles to promote the show.
AT&T mobile users will be able to access clips, ringtones and content available through their mobile Web browsers.
Brewer said the show's exposure on both television and the web will provide greater opportunities for the stories from the Memphis to reach consumers. "Unlike a movie you don't have to sit down for two hours to experience something - you can watch seven minute clips, six minute documentaries, three-minute music videos - yet they all belong to one creative whole," he said. "We hope that $5 cover can be a channel or a portal where you click into a music community and [that community] is giving you the entertainment and the story."
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