Archive for December 2011

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Red Carpet mag at the MTV Europe Music Awards


The city of Belfast was effectively rebranded this week by MTV for its 2011 EMA event. Red Carpet  went behind the scenes and before the stage to watch Lady Gaga confirm her status as the first lady of pop at Belfast’s Odyssey Arena.  Sat Bal (9 Nov 11)

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Red Carpet parties at MTV EMA, Belfast

Katy B at EMA aftershow party


MTV EMA parties have, in the past, inspired ritualised behaviour among its media guests. For Red Carpet it’s gone something like this: leave the EMA show, head to MTV’s big aftershow party at a cavernous venue, enjoy Mojitos, music and chit-chat, then join media buddies at various record company parties dotted around the host city. But this time, in Belfast,the MTV parties were the place to be…Lady Gaga, Selena Gomez and Justin Bieber were all in MTV party circulation. Ben Hack (pictured below) tells Sat Bal about the parties that no-one wanted to leave.(4 Dec ’11)  

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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.

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The MTV Fanwalk - Red Carpet

“Passion rebuilds the world for the youth. It makes all things alive and significant.”      Ralph Waldo Emerson


In 2008 MTV stirred the passion of young music fans the world over – an enthusiasm that was harnessed and made manifest through an initiative dubbed ‘Fanwalk’. This initiative both tested and nurtured MTV music fans by putting them through their paces with a gruelling walk from London to Liverpool.  The carrot? A ticket for each selected Fanwalker to attend the 2008 MTV Europe Music Awards.  Sat Bal (10 Dec '11)


Liverpool was the host city in 2008 and MTV wanted a way of measuring fans’ enthusiasm for its big awards show. That metric became the Fanwalk and it has since evolved into a 360-degree engagement between MTV and its fans and, more significantly, between the fans themselves. 

Here’s how…

The Fanwalk proceeds

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Thirty Six at Dukes Hotel Red Carpet review

Thirty Six at Dukes


In the run-up to Christmas a central London business day rarely goes to plan; a quick drink with old friends, another meeting that’s run over, a quick drink with old friends, the photocall is off schedule, a quick drink with…  But it’s heartening that our next port of call views Red Carpet’s tardiness with equanimity.  Sat Bal runs late. ( 7 Dec 11)

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