Tokyo/Singapore/London/New York – Viacom International Media Networks (VIMN), a unit of Viacom Inc. has announced the international launch of MTV 81, an English-language advertiser-supported digital platform designed to showcase Japanese artists and pop culture to international audiences.
MTV 81 – with “81” referencing the international calling code for Japan – offers original content including live performances, artist profiles, news and interviews with those who shape Japanese pop culture and trends. Targeting 18-34 year olds worldwide, MTV 81 will leverage MTV Japan’s connection to music, fashion and pop culture while offering an internationally focused insiders point of view on what is shaping the pop culture landscape in Tokyo, Kyoto, Hiroshima and other cultural hot spots.
To celebrate the official launch, MTV 81 will feature an exclusive interview with Isao Tomita, the 80 year-old composer considered to be the father of Japanese electronic music. Tomita’s latest work, Symphony Ihatov, premiered this month at Tokyo Opera City and featured Hatsune Miku, the immensely popular computer-generated avatar from Yamaha’s singing-synthesizer software programme, Vocaloid 2. environment, and how the world of author Kenji Miyazawa inspired the symphony.
Ji Hee Nam, Vice President of Digital for Viacom International Media Networks Asia, said, “MTV 81 was designed to provide a curated connection to Japanese pop culture for audiences all over the world. MTV’s insights and editorial expertise can cast a bright spotlight on the artists and influencers who are shaping the Japanese pop culture landscape and take it out to a wider, global audience.”
MTV 81 was created in collaboration and partnership with Dentsu Inc., the largest advertising agency in Japan. With a broad client portfolio of some of Japan’s biggest brands, Dentsu Inc.’s investment in MTV 81 and the production of original content creates opportunities for advertisers seeking to connect with international audiences. MTV 81 launches with advertising support from Intel and Daiichikosho.
The editorial team for MTV 81 is lead by music journalist and editor Mark Jarnes. The pool of contributors comprises of music writers, bloggers, label executives and editors at some of Japan’s leading English-language publications including The Japan Times and Time Out Tokyo. MTV 81 original productions are supported through a partnership with 2.5D, the Shibuya-based digital production and studio facility. 2.5D will work with the MTV 81 editorial team to produce artist and performance specials such as MTV 81’s beta-phase launch event featuring performances from Miyavi and FPM.
