MCM tunes rebrand with triple local launch

By By Amy Kellow | 27 August 2012

MCM Media will launch three local branded content music shows, as the company looks to reposition itself with a focus on "the power of music".

The shows, set for production over the next few months, will feature exclusive brand partnerships and run primarily across online music video supplier and tie-up, Vevo. Social media, television and digital will also support respective programs.

Talent show Vevo Lift, one of the three international programs to be produced locally, will offer interviews, performances and behind-the-scenes footage with newly-discovered talent.

Vevo Go Shows will see major Australian artists give spontaneous performances in public places, while famed concert series Live at the Chapel will be revitalised and broadcast across television and online.

The company is currently in talks with brand partners for the shows, but would not reveal which brands it was talking with.

MCM Media's redbrand aims to herald the connection music has with audiences and its power to keep increasingly distracted audiences engaged.

MCM Media chief executive Simon Joyce said: “At a time when audiences are fragmenting, music is boosting its reach through clever adaption to new technologies and platforms that make it easy for everyone to discover and enjoy music when, where and how they want it. ”

“We’ve refined our premise to focus on the ways we can help brands use music to connect with a highly engaged audience - either through using it as a cost effective way to achieve massive reach (Music En Masse) or through the development of tailored music solutions for brands that have a specific music strategy (Music Front & Centre).”

The company has also rolled out a digital redesign for its brands The Hot Hits, Take 40 Australia and Aria Charts. It has claimed to reach over 10 million Australians each month through radio and digital.

Digital agency Igloo is behind the refresh, which will be showcased across many of the company's assets.

"We are in a great place to help advertisers reach an engaged audience with multi-media scale," Joyce added.

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