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Swatch And MTV Join Forces To Create Online Creative Platform For New And Emerging Artists

Fuseworks Media
Fuseworks Media
Swatch And MTV Join Forces To Create Online Creative Platform For New And Emerging Artists

MTV Networks International (MTVNI), owned by Viacom Inc (NYSE: VIA, VIA.B), today announced a global partnership with Swatch that will see the two brands come together to create the most comprehensive international creative online destination with

Leveraging MTV's global reach as the number one youth entertainment destination and Swatch's association with the art world, the site will showcase innovative events and design, as well as new and emerging talent from around the world. The aim is to become the go-to place for the latest news in Animation, Music, Film, Fashion, Print Design, Motion Graphics and Illustration.

" was conceived by the creative team at Viacom Brand Solutions International and Swatch and was originally launched in 2009 with the aim to inspire young people to get involved with art in a variety of forms," explained Antonio Canto, Senior Vice President, Viacom Brand Solutions International. "Its popularity provided the stimulus for its evolution into the ultimate online creative portal for new and emerging artists and anyone interested in global art and design news and events."

The new and improved site will be the available in 17 languages and is the first creative site to feature high level linguistic accessibility for participants across the world. Advanced interactive capabilities for user-generated content has been designed bespoke for the site by United Studios and Disturb Media to ensure a higher level of customization, as well as a more streamlined process for moderating and editing across different markets and languages.

"Art has always been an important pillar of the Swatch brand's identity and we've always had a very democratic sense of contemporary art. The Swatch MTV Playground has offered unique access to MTV viewers and other creative communities via an original online space where people can engage with the brands and discover the latest and greatest artists and creative from around the world," said Mrs Arlette-Elsa Emch, President, Swatch.

A significant digital seeding campaign and global PR initiative has been designed by Viacom Brand Solutions International to drive traffic to the site which will also feature ongoing news, information and interviews with creative heroes, trendsetters and emerging talent. Artists can also upload and comment on work through a partnership with Behance, the internationally recognised and acclaimed platform for top creative talent to display their work and develop their talents.

In addition, the Swatch MTV Playground Creative Competition 2010 will see young designers from around the world challenged to create an original and innovative design for a Swatch watch for the chance to win an all-expense paid trip to Shanghai Expo 2010. Fashion designer and artist Cassette Playa (aka Carri Munden) will join the select panel of industry judges.

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