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MTV Culls User-Generated Artwork for Rebrand

MTV has changed its world-famous slogan “I want my MTV” to “I am my MTV” complete with a new ident rebrand. The bright, colorful graphics now incorporate of-the-moment user-generated content uploaded through Vine and Instagram with the #MTVBump hashtag.

Says Sean Saylor, VP of creative and marketing, to Creative Review, “We go through rebrands every couple of years, and want to make sure we’re in line with how our audience is communicating and talking. One of the things we saw was a huge change in the way our audience is consuming and producing content in the last couple of years, and the fact that they have become very visual in the way they communicate. They’re making images to respond to comments, emojis have really blown up, so we wanted to take that and apply it to the brand.”

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