LONDON and NEW YORK, (MTV International) - MTV International, owned by Viacom Inc. announced today that it has launched MTV 5 Star, the first-ever new music initiative that utilises the company's extensive television,
Internet and mobile platforms in the Asia-Pacific, Europe, Latin
America and Russia to support new releases and offer music fans exclusive artist access. Multi-platinum Latin artist
Shakira will become the first MTV 5 Star act in an unprecedented international marketing alliance between MTV, SONY BMG and Epic Records in support of the highly anticipated release of Oral Fixation Vol. 2 on 28th November. MTV is the world's biggest television network with a potential audience of more than one billion people.
As part of the MTV 5 Star initiative, MTV's international channels will debut four exclusive 30-minute shows, offer fans a once-in-a-lifetime Shakira competition later this year, provide online users with an exclusive full- length stream of songs from Oral Fixation Vol. 2 one week prior to release and debut a series of exclusive Shakira mobisodes internationally over the next few months, among other elements. The initiative will include additional local marketing activities where MTV, SONY BMG and Epic Records will team up to offer unique tie-ups with local print, radio and retails partners.
"The launch of the new MTV 5 Star initiative marks an important milestone in MTV's support of artists and music," commented Jesus Lara, Vice President of Music Marketing and Talent/Artist Relations, MTV Networks International. "Music is at the core of what MTV signifies for our audiences, and MTV 5 Star is our first-ever multi-platform new music initiative internationally. We are excited to launch MTV 5 Star with Shakira. Not only is she one of the most talented singer/songwriters today, but she is also an artist who has entertained the world and is loved by MTV audiences."
"Shakira is one of the most compelling artists in the world today," commented Steve Barnett, President of Epic Records. "She has the kind of talent and appeal that crosses all cultural barriers, and we are delighted to be working with MTV International to bring the amazing songs and performances contained on Oral Fixation Vol. 2 to audiences around the world.
MTV channels will premiere MTV 5 Star - Shakira, a two-hour programming block on 27th November (24th Nov. in Germany; 29th Nov. in Japan) that includes: A new 30-minute MTV Live performance show; All Eyes on Shakira, where leading artists ask her questions; Making of the Video for her first English single 'Don't Bother'; and Diary of Shakira, charting her MTV appearances, including the MTV Europe Music Awards 2005 in Portugal. A special countdown clock will appear on-air internationally four days in advance of the premiere of this two-hour programming block. Other on-air elements will include heavy rotation of the first two videos from the album, including the first single 'Don't Bother', which will premiere on 27th October, and an exclusive Shakira competition in December with further details to be announced soon.
"I have always enjoyed a very close partnership with MTV, and I am extremely honoured they have chosen my new album to be the platform for the first ever MTV 5 Star campaign," said Shakira. "This initiative emphasizes exactly what we artists strive to achieve: To have our music touch people regardless of their culture or what country they live in."
MTV 5 Star will also include groundbreaking interactive components, including the production of a series of exclusive MTV-produced Shakira mobisodes featuring interviews and performances related to the new album. The packages will be distributed via existing MTV mobile distribution relationships for on-demand services. In addition, MTV will produce a dedicated Shakira WAP site enabling users to enter the competition, access graphics, on-air promos and other elements.
The promotion will feature extensive Web elements, including an exclusive, full-length stream of songs from Oral Fixation Vol. 2 on MTV's international Web sites as part of the First Listen series one week prior to the album street date. In addition, online users will be able to enter the competition, access original Shakira features and a link to Shakira's official Web site, https://www.shakira.com. Home pages of MTV Web sites will also feature the countdown clock building up to the premiere of the two-hour programming block.
The success of Shakira's poetic, rock-influenced Spanish language albums Pies Descalzos (1996) and Donde Estan Los Ladrones? (1997) propelled her to superstardom status in her native Latin America. Next came her MTV Unplugged album in 1999, which scooped a Latin Grammy, garnered worldwide attention and set the scene for a powerful crossover bid. Her subsequent move into recording English language albums was established with Laundry Service which included the international smash hit 'Whenever, Wherever', and brought her worldwide album sales to 25 million. Four years later, Shakira has burst back onto the global music scene with a stash of 60 self-penned songs and a two- album launch for this year. The first, a Spanish-language album, entitled Fijacion Oral Vol. 1, was released in June 2005, which sold close to 3 million copies so far, and will be followed by the English-language album Oral Fixation Vol. 2 on 28th November.
Shakira has enjoyed significant support from MTV across the globe from her early rock days to her sultry, new pop hits and acclaimed singer/songwriter status. MTV Latin America has showcased a spate of Shakira programming including Diary of Shakira, Becoming Shakira, Shakira Live and Off the Record, Making the Video for her singles 'La Tortura,' 'Underneath Your Clothes,' and 'Objection,' and an MTV Unplugged, which was the first Spanish language programming to air on MTV2 in the US in its entirety. In addition, Shakira has hosted several weekend specials for MTV Latin America and her videos have received significant airplay on all of MTV Latin America's countdown shows. This year, Shakira's single, 'La Tortura', was the first Spanish language video to air on TRL in the US, and her other video hits have been seen on MTV channels across Asia.
Shakira has also notched up an impressive list of MTV awards and appearances including presenting at the MTV Video Music Awards (VMA) in 2001, wowing audiences in 2002 with her performance at the VMAs and the Video Music Awards Latin America (VMALA), where she won an impressive five 'Tongue' awards before coming back to present at the 2004 VMALAs. The Latin superstar was also nominated for three awards at the MTV Europe Music Awards (EMA) in 2002 including 'Best Pop,' 'Best New Act' and 'Best Song' for 'Whenever, Wherever.' She will perform her new single, 'Don't Bother', at the 2005 EMAs in Lisbon, Portugal on 3rd November.
Sponsorship opportunities for the MTV 5 Star series are available through MTV International Marketing Partnerships. For more information, visit https://www.mtv-global.com.
