Very much puzzled by this. On one hand it's great. But on the other, where's the rest of the song?
MTVU's Ahead of the Curve brings you the hot new shit that hip kids in the street are bugging out to! And they do so by making lovely, exclusive performances in picturesque settings; surely spending tens of thousands producing the thing, not to mention the man hours spent planning. Maybe the primary purpose is as a TV spot, fine. But MTV has this MTV360 ethos going which aims to put MTV in your face via every possible medium.
"Our users have televisions, computers and stereos in their rooms, often all on at the same time," says Sarah Cohen, Vice President of Programming and Production of MTV.com.
Cohen elaborates, "With the development of the 360 strategy, MTV.com has become a brand in its own right. As our strategy evolved, we developed MTV.com as an original programming destination rather than only thinking of it as an extension of promotions or marketing. This is true online programming – the television medium cannot by nature provide it. MTV.com qualities like community, interactivity, and broad, deep music access are now part of users’ and viewers’ expectations of the MTV brand as a whole."
So this Local Natives performance gets distributed online, but only 41 seconds of it. This is "deep music access"? "True online programming"? I assume they did not spend all that money just to shoot 41 seconds of the song.
Why not put the whole performance online? Why??? They have a whole site dedicated to these abbreviated performances with lots of great artists. I don't get it.
Is this a licensing issue? A sly way to get more unique views, more clicks, run more ads, make more ad money? Or is this a failure of brand strategy, kind of a waste of money, and frustrating to viewers all at once? Ahead of the Curve!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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