Ahead of MTV’s biggest international music event of the year, MTV has announced it is giving fans new ways to interact with and experience the 2015 MTV EMAs. The network is teaming up with Instagram to host a custom booth backstage at the main event, inspired by Instagram’s new Boomerang app, with global music and internet stars Instagramming exclusive images and boomerang style videos throughout the event. Additionally, in the second phase of its international rebrand, the network is debuting MTV Canvas, a new tool that gives the audience tools to play with pop culture and create and submit spots to possibly run on-air on MTV’s network of international channels in 160+ countries.
MTV is collaborating with Instagram to host a custom “Boomerang” inspired booth backstage at the 2015 MTV EMAs, where musicians can capture and Instagram their own Boomerang style videos.
Boomerang is a new standalone app, which was launched by Instagram on Thursday, 22 October, that helps you turn everyday moments into something fun and unexpected. Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and back. The design is as simple as it gets: press a button and the app does the rest. No login required. The backstage booth is formed of a semi-circle of LED screens playing fast moving images, which will generate live action Booms. The videos will be shared on talent’s own Instagram accounts throughout the event and on MTV EMAs Instagram account.
More Partners
MTV and Snapchat are also partnering to bring fans closer to the action of the EMAs. Snapchat will be covering the event through a MTV EMA Live Story and have custom MTV EMA geofilters available to Snapchatters attending the show. Additionally, MTV will feature exclusive EMA content from the red carpet, main show and backstage on its international Snapchat Discover channel. Additionally, the network will feature live content on Vine, Facebook and Twitter throughout the night, and will live-stream backstage moments via Periscope.
On the night of the 2015 MTV EMAs, the network will unveil MTV Canvas. Created with To.Be, Canvas is an online tool that gives the audience freedom to create and play with the brand and pop culture, making their own visual art with music, backdrops and more. The pre-loaded content will be refreshed on an ongoing basis, starting with MTV EMA-themed assets. Users can share the Canvas video spots they’ve created on Facebook or Twitter, and submit them to run on-air on MTV’s international channels. Videos that have been selected to run on-air will also be featured alongside #MTVBump content on the site. All spots will give credit where due, featuring users’ social media handle.
You can catch the EMA live today on the MTV channel, the music event is hosted by Ed Sheeran and Ruby Rose.
