Thursday, November 02, 2006

Awash with MTV

Copenhagen is awash with pictures of the youthful Justin Timberlake, as MTV makes its attempt to own a significant portion of the promotional space for this year's MTV Europe Awards ceremony.

Artists confirmed for the event, held at the city’s Bella Center, include The Killers, Timberlake himself, Keane, Muse and the newly added Australian rock act Jet. This year’s sponsors include Replay Blue Jeans, Opel/Vauxhall and Sony Ericsson, which seems to be winning the battle in the advertising stakes, not only being included on all the MTV Europe Awards promotional material, but also taking several high-profile sites throughout the city to promote its new W850i Walkman mobile phone. If the other sponsors have their own promotional sites, they certainly aren't as visible.

The mobile phone company and Replay seem like a good brand fit, but the connection between Opel/Vauxhall and the youth music channel is less obvious, although the car marque is set to complete a pan-European television and web campaign based around the awards tonight to coincide with the ceremony. Copenhagen’s press is also full of stories regarding the event including a secret gig from The Killers, which was attended by Timberlake and his A-list movie star girlfriend Cameron Diaz.

Events to come include the pre-show party, starting at 7pm local time, the event itself, which starts at 8.30pm and the aftershow party that starts at 10.45pm and that eventually closes at 4am, and includes sets from actress Juliette Lewis and her band The Licks and DJ sets from Santa Cruz residents Goldierocks and DJ Lazer. Only a few hours to go, until one of Europe’s biggest music events starts and is broadcast to the world.

The journalists are out in force, and every media or creative agency chief executive that could blag a ticket already has. And if your names not down, you’re definitely not coming in...

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