Intel, MTV Iggy Unite To Unveil 'The Music Experiment'

Fans Use Social Media to Unlock Secret Locations in Select Cities for Exclusive Concerts Featuring Of Monsters and Men, Santigold and The Jezabels

Jul 25, 2012, 14:00 ET from Viacom Inc.

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NEW YORK, July 25, 2012 /PRNewswire-FirstCall/ -- Intel Corporation and MTV Iggy, MTV's global music brand, today unveiled "The Music Experiment," an all-new series of free live shows held at secret locations in select cities nationwide and powered by fan activity on social media. Through "The Music Experiment," each fan tweet using #musicexperiment will incrementally zoom a satellite map and reveal locations where fans can obtain ticket, venue and theme information for the live shows. The experience begins at, where fans can access the map and interact with exclusive artist content. Engagement continues as fans attend the shows and participate in videos which are featured on MTV's on-air, online and social media platforms.


The first "Music Experiment" show features Icelandic artists Of Monsters and Men and will be held at a yet-disclosed, offbeat venue in New York City on Thursday, July 26.  Additional shows will be held through November, and include performances by Santigold in Chapel Hill, N.C.; and The Jezabels in Portland, Ore.

"As a result of our relationship with MTV and our joint effort on The Music Experiment, we are able to pair two iconic brands to provide an unforgettable technology and music experience," said David Veneski, Intel's U.S. media director. "As we build out the Ultrabook™category, we're acutely focused on an audience younger than we've ever targeted before. Entertainment, with music at the forefront, is the foundation of our advertising focus in 2012 and is a medium that resonates well with this audience."

"'How can we make the connection that fans and artists have built through social media, turn it into a full-on creative collaboration, and reinvent the concert experience?' That's the question driving 'The Music Experiment,'" said Nusrat Durrani, general manager of MTV Iggy, a multi-platform global music brand connecting America with music and pop culture trending around the world. "Intel is at the intersection of creativity and technology where today's music thrives, and we're excited to work with them to create a next-level concert experience for the globally minded, socially savvy music fan."

Custom commercial spots on MTV, MTV2, mtvU,,, and will tease the secret shows and drive fans to Fans can also access the "Music Experiment" Facebook app, which rewards the most engaged fans with VIP passes to the shows, a special post-show screening and a chance to win Intel-inspired Ultrabook™ devices.

Each show will feature uniquely themed musical performances in unusual, visually stunning venues where audiences become creative collaborators through live Instagram, Facebook and Twitter integrations. On-site imagery and art installations add to the transformative experience. Fans attending "Music Experiment" shows are instructed to dress theme-appropriately, as they will be showcased in music videos, social media and additional content generated from the shows. The video content generated from each show will include performance highlights and audience participation. All exclusive elements from the show will be produced and featured at

About Intel
Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world's computing devices. Additional information about Intel is available at and

Intel is a trademark of Intel Corporation in the United States and other countries.

About MTV World MTV World connects globally minded millennials with music and pop culture trends and creates original programming for targeted audiences across multi-platform brands.  The division includes MTV Iggy, featuring emerging music from around the world, MTV K, devoted to global K-Pop, and MTV Desi, focused on South Asian music and pop culture. It also creates innovative content and programs for advertising partners. MTV World is a unit of Viacom Inc. (NASDAQ: VIAB, VIA).

SOURCE Viacom Inc.