Music Makes The People Come Together
MTV launches social media-led music video chart
MTV really get social media. So much so, that they’ve launched a new music video chart, Your MTV Top 20, which is the only chart dedicated solely to music fans’ engagement with music videos on social media sites. Building on the visual and entertainment aspects that set MTV apart from other music platforms, it aims to be the world’s most comprehensive weekly music video chart.Using data from the music aficionados behind Spotify-owned The Echo Nest, MTV will curate a shortlist of videos each week from which fans choose their top hit. Fan activity (such as watching the videos on yourmtvtop20.com, sharing, liking and tweeting) will influence the rankings, which are updated every five minutes until the final weekly publish at 5pm every Monday. The first chart was announced this week, with Ariana Grande and Iggy Azealia’s ‘Problem’ taking the No.1 spot.
Bruce Gillmer of EVP Music, said: “Music videos are hotter than ever and fans have a huge appetite for them across MTV’s platforms.
“They’re also highly competitive via social media when demonstrating their allegiance to their favourite artists. Your MTV Top 20 is a fantastic new vehicle for fans to interact with and view videos from MTV’s biggest global artists.”
MTV recently won a Shorty Industry Award for the best use of social media for TV, as it played a huge part in the campaign to drive viewing numbers for their flagship MTV EMA awards coverage. There was a 624% increase in social media engagement for the awards show compared to the year before.
Leading up to the show in Amsterdam last year, social media was the main vehicle for promoting upcoming announcements, fan voting, and engagement on MTV’s social platforms. Custom content (like original comedy segments starring Will Ferrell, in character as ‘Anchorman’ Ron Burgundy), performer announcements and support, and fan ticket contests on the MTV EMA Facebook, Twitter and Instagram accounts all helped to drive constant engagement throughout the campaign. Stars such as aforementioned Ariana Grande took over the @mtvema Twitter account to answer fan questions, which drew more than 90,000 questions and #AskArianaEMA trended worldwide at number one.
TV and social media complement one another well; whilst viewers watch their favourite shows on the TV screen, their smartphone and tablet screens see a lot of action too as fans simultaneously engage with both popular TV and trending topics online. Indeed, with news from an Adroit Digital survey that YouTube is now more popular than live TV, it seems MTV are doing well to tap into this online preference.
Katie Rowley
Recent graduate and now interning as content editor, when she's not
writing articles Katie can quite likely be found festival-ing,
holiday-ing or reading a book (dedicated English student that she is). Follow her @KatieAtSMF.
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Music Makes The People Come Together
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