MTV Networks and McDonald’s Corp. announced a global partnership Thursday.
As part of the agreement, MTVN will expand MTV Advance Warning, a 12-episode, 30-minute monthly show that marks the programmer’s first global platform dedicated to showcasing emerging music talent.
The fast-food giant is the series’ exclusive global sponsor, as part of its “I’m lovin’ it” campaign.
MTV Advance Warning -- which helped to launch the careers of artists including Joss Stone, Kanye West, Franz Ferdinand and Maroon 5 -- had previously aired only in the United States.
MTVN International said locally adapted versions of the series, tailored specifically for its international audiences, will begin airing on its networks around the world starting Feb. 19 in Europe and Feb. 21 in Asia. It has already debuted in Latin America.
“MTV Advance Warning going global, in partnership with McDonald’s, will enable MTV’s audiences to be the first to see and hear the artists that we believe have the potential to achieve international success in 2005,” MTVN International executive vice president of marketing partnerships Jonathan Patrick said in a prepared statement.
“By localizing MTV Advance Warning, we will be able to support these artists in a creative, relevant way that truly connects with our viewers,” he added.
“Partnering with MTV to create the first-ever global new-music platform will enable McDonald’s to play a more relevant and credible role in the lives of young adults,” McDonald’s executive VP and global chief marketing officer Larry Light said in a prepared statement.
“Equally important, McDonald’s is pleased to be able to support young musicians and artists and help them to fulfill their hopes and dreams,” Light added.