MTV AND CITY OF HELSINKI SIGN MULTI-YEAR PARTNERSHIP

16 July 2014 - Press release

TWO DAY FESTIVAL ‘MTV PUSH HELSINKI’ TO INCLUDE LIVE MTV PUSH CONCERT

MTV PUSH HELSINKI TO TAKE PLACE ON 11-12 SEPTEMBER 2014

MTV has today announced a brand new multi-year partnership with the City of Helsinki to showcase the best of the Finnish capital’s effervescent music and cultural scene to international youth audiences. 

The partnership will come into effect from later this year with a two day festival  - MTV Push Helsinki - taking place in multiple locations across the city on the 11^th and 12^th September.

It will be the first event globally of its kind to be staged using the MTV PUSH brand, which is MTV International’s on-air strand designed to promote the hottest emerging artists from the world of popular music.  Artists championed by MTV PUSH who have gone on to achieve wider industry acclaim include Sam Smith, Imagine Dragons, Lana Del Rey, Rita Ora, Bastille, Jessie J, Ke$ha and John Newman.

The highlight of the Helsinki festival will be a live MTV PUSH concert, taking place at Circus nightclub on the night of Friday 12th and featuring a number of performances from up and coming International PUSH artists as well as local talent and DJs.     

Chris Shaw, EVP and MD Sales, VIMN said: “We are thrilled to be partnering with The City of Helsinki for what promises to be a stellar two days.  As a leader in youth entertainment, we have a very successful history of partnering with City Councils and Tourism Boards to create compelling and engaging experiences that excite and attract young people.  We look forward to taking our expertise one step further and working with The City of Helsinki to curate this 2 day event celebrating all that Helsinki has to offer and showcase it around the world.”

Saila Machere, Head of Unit, City Marketing, Economic Development, City of Helsinki said: “The City of Helsinki is increasingly becoming a popular hub in Northern Europe for students and young adults wanting to experience Helsinki’s unique vibrancy, culture and opportunities.  It is therefore essential that we continue to prioritise this important demographic (the global youth travel market was valued at $182 billion last year) by finding new ways to showcase the city’s unique character and appeal. Through partnering with MTV – a world-class expert in today’s youth culture – we look forward to highlighting all the exciting opportunities Helsinki has to offer to young people around the world”.

The MTV PUSH event will be filmed and edited into a 30-minute TV special that will broadcast across MTV’s international channels. As part of the partnership, the City of Helsinki will be the official sponsor of MTV PUSH for 3 months between August and October 2014. 

In addition to the MTV PUSH concert, the city will also host a number of complementary satellite events – spanning music, style and entertainment – featuring performances, emerging talent and interactive workshops to highlight Helsinki’s rich and vibrant cultural offerings for residents and tourists alike.  The events, which will take place during an exciting week for Helsinki with the city also playing host to Helsinki Design Week, will be produced by the City of Helsinki and co-curated by MTV.

MTV Push Helsinki will be supported by a range of integrated marketing initiatives driving awareness and engagement with the event. Marketing activities will include a brand campaign, consumer promotion, dedicated microsite and supporting social and press campaigns. The main partners of the MTV Push Helsinki festival are City of Helsinki and the Finnish government’s Ministry of Education and Culture and Ministry of Employment and Economy.

The talent line-up and further details for MTV Push Helsinki will be announced in the run up to the event.