MTV and Sony ATV's Extreme Music to Launch Hype Production Music

Mar 01, 2011, 10:00 ET from MTV

LOS ANGELES, March 1, 2011 /PRNewswire/ -- MTV, a division of Viacom Inc. (NYSE: VIA and VIA.B), and EXTREME MUSIC, the production music arm of Sony/ATV, today announced the launch of HYPE PRODUCTION MUSIC: a newly created, first-of-its-kind hybrid music production and licensing partnership fueled by the very best new and emerging independent talent.

Hype Production Music will empower MTV and Extreme to contract directly with unsigned artists and creatively help them produce new music with vocals that will enjoy first look consideration for key placements across MTV Networks' programming and feed music supervisors' appetites throughout the industry for blog-breaking freshmen bands.

Hype artists will benefit from their songs' inclusion in the Hype Music Library that will be licensed through Extreme's global client base of professional users with the copyright diligence of a major label, but the credibility of an indie. In addition, MTV will serve as music distributor for all contracted songs, delivering music to the artist's fans through multiple digital music services. All revenues from licensing and digital distribution of songs included in the Hype Music Library will be split with 50 percent going to the artist.

"MTV has always been in the business of championing artists on the cusp. With the launch of 'HYPE', MTV has a platform to bring those artists to the forefront within our programming and beyond," said Joe Cuello SVP, Creative Music Integration for MTV. "Day to day we search out the best emerging artists and songs to help tell a story and we are thrilled to be deepening those relationships. In partnership with Extreme, we are able to work hand-in-hand with artists from the start to create and distribute amazing original music."

"It's no secret that the music industry is gasping for air and struggling for ways to break new artists," said Russell Emanuel CEO, Extreme Music.  "HYPE's hybrid model as an artist-friendly incubator leveraging its ability to license tracks directly in high profile shows will dramatically boost an act's profile. This is a new breed, second to none career jump-starting opportunity.  It's production music on steroids!"

The initial HYPE offerings are slated for release early in 2011 and include: Daniel Chavez Wright (3D Friends), George Byrne, Locksley, Ginger Sling, The Midi Mafia, New Cassettes, Desoto Jones, Theft, National Skyline, Atlantic Line, Hell & Lula, Marc Robillard, The Diamond Light, The New FOs, Lego Johnson, Atlantic Connection and Heavy Young Heathens.

For more information about Extreme Music, please visit

About MTV:

MTV is the world's premier youth entertainment brand.  With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile.  MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub is the leading destination for music, news and pop culture.  MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms.  For more information, go to

About Extreme Music:

World-renowned as the "Bad Boys of the Industry" Extreme, the Production Music Library arm of Sony/ATV Music Publishing, have made it their duty to change the face of library music. Since exploding onto the scene in 1997 these production music zeitgeists have consistently delivered an industry-quaking catalogue that leaves their competition sleeping with the lights on and establishes them as the undisputed masters in their field. Their unrivalled A-list packed roster famously boasts names such as Quincy Jones, Hans Zimmer, Snoop Dogg , Rodney Jerkins, Robbie Nevil, Junkie XL, Paul Oakenfold, Mark Mothersbaugh and Vince Clarke to name a few.