MTV talks the 'walk with Red Carpet
Russell Samuel, Vice President, Creative Planning & Services, Be Viacom
A global music event on the scale of the MTV Europe Music Awards (or EMA as it’s now known) has a couple of important variables to distinguish: exposure and engagement. Exposure is relatively simple when the world’s press is eagerly feeding show footage and reports to audiences around the globe.
Engagement is another matter. The numbers and logistics make true fan-event-partner interaction necessarily remote. Or do they? MTV’s Russell Samuel was tasked to prove otherwise and transform fans from passive voyeurs into active participants. Here, he discusses his bridging initiative, Fanwalk, with Sat Bal.
What’s your role at MTV?
I’m responsible for BE VIACOM’s international commercial brand partnerships from a creative planning and services perspective, including the management and activation of our pan-international MTV EMA award sponsorships, of which the Fanwalk was one.