MTV was a cultural icon that marked generations, set trends, and gave us new ways of enjoying music. MTV invented music videos, defined pop culture, and it taught television and movies a language of faster cuts and more telegraphic continuity. It taught fashion trends with the speed of light to the children of middle America. Advertising directors watched MTV as a benchmark of visual style, and borrowing from it produced an entirely new form of seduction.
This project included identifying MTV’s legacy, contributions, and strategic innovation for how the brand can step with culture with a sustainable and unconventional business model rehaul.