Singapore – Lenovo, in collaboration with MTV, has announced the launch of the Lenovo-MTV CO:LAB. It is an integrated social platform that will enable Millennials from India, Japan, Indonesia, Malaysia,  The Philippines, Singapore and Thailand to share stories about their communities through music. Winning participants will connect and collaborate using their different skill sets in order to showcase their talents through an original MTV music video production relating to the theme, “Pulse of the World”.

The concept of the six-month platform is to enable like-minded individuals with different artistic skills across DJs, Vocalists/Instrumentalists, Film Makers or Motion Graphic Artists to come together. The winning talents across these four categories are determined by public votes through the Lenovo-MTV CO:LAB website and regional mentors who are established individuals in their own area of expertise. The platform that will air on TV and online, will run simultaneously across the seven countries. Lenovo and MTV will run a full-scale promotional campaign throughout this collaboration and will culminate in MTV airing the final music video as a showcase of the winners’ talents for a period of eight weeks in the participating countries.

“We take pride in making the right connections as we engage with the Millennials, the youths today. The collaboration with Lenovo on Lenovo-MTV CO:LAB, reflects a clear brand synergy between us as we continue to promote and reflect local cultural tastes and music talents. MTV’s wealth of research has shown that technology is an enabler for our audience. Technology doesn’t make Millennials who they are, but it lets them be who they are. Lenovo-MTV CO:LAB is a great initiative that shows how we make that happen as we bring together technology and creative, talented young people,” said  Tan Sian Ju, Vice President of MTV & Comedy Central Brands, Viacom International Media Networks Asia.