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Nusrat Durrani

Viacom

The Music Experiment: Social Media, Live Music & Creativity- A Successful Case Study

In 2012, Intel and MTV World, a division of Viacom Media Networks, USA, created The Music Experiment, a unique and customized program that connects passionate young music fans to some of the biggest bands of the moment in an intimate and highly creative setting through engagement on social media. The program was hugely successful and just concluded its second year. It has been hailed as a truly multi-platform programs that works on TV, social, digital, mobile and on the ground, creates multiple touch points and deep and meaningful engagement of the audience with the Intel brand, and provides fans with a memorable,and highly creative experience of which they are an integral part. The program has featured bands like Arcade Fire, Disclosure and Santigold and traveled to Los Angeles, San Francisco, Portland, New York and other cities. With social media and live music proliferating the Indian market place, which has a massive youth audience that brands are trying to reach in meaningful ways, this program might be interesting to Stream attendees as breaking new ground in the way that media companies partner with brands.

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