MUMBAI: Fast food meets music! Fast food major McDonald's and MTV Networks have announced a global partnership.
The collaboration launches with McDonald's exclusive support of MTV Advance Warning. The show is dedicated to introducing young adults to emerging artists in a fresh music format. The show is a 12-episode, half hour monthly programme that marks MTV's first global platform dedicated to showcasing emerging music talent. The programme has previously aired only in the US and helped launch careers of artists, including Joss Stone, Kanye West, Franz Ferdinand and Maroon 5 – all of whom have garnered worldwide attention and Grammy nominations.
Locally adapted versions of MTV Advance Warning, tailored specifically for MTV's international audiences, will begin airing on MTV around the world from 19 February in Europe. The programme begins airing in Asia on 21 February, and has already debuted in Latin America and the US, where the second season has just premiered.
The global partnership with MTV adds another relevant dimension to McDonald's popular i'm lovin' it campaign and builds on the company's strong connection to young adults' passions – music, entertainment, sports and fashion. As a fresh addition to the programme, the launch episode will feature 5 in '05. This will highlight the five artists who MTV believes have the potential to make it big. Artists spotlighted in the first episode include Kasabian, The Game, Lucie Silvas, Keyshia Cole and Razorlight.
McDonald's and MTV kicked-off the partnership with a launch party a couple of days ago above MTV's Total Request Live (TRL) London studios.
It featured a live performance by musical group Lola Ray, an artist who is featured in MTV Advance Warning. Asian superstar Leehom Wang – who will be collaborating with MTV Advance Warning in Asia – was also on hand to perform.
McDonald's executive VP and global chief marketing officer Larry Light said, “Partnering with MTV to create the first-ever global new music platform will enable McDonald's to play a more relevant and credible role in the lives of young adults. Equally important, McDonald's is pleased to be able to support young musicians and artists and help them fulfill their hopes and dreams.”
In 2003, McDonald's first forged a bond with young adults and the music world by establishing a partnership with pop superstar Justin Timberlake, who helped launch the i'm lovin' it campaign by lending his musical talent to several global television commercials. McDonald's continued the momentum through a relationship with Sony Connect – bringing the world of digital music directly to customers around the world. Last year, McDonald's announced a partnership with Destiny's Child, the newest global voice of i'm lovin' it.
