Defining what M stands for.
MTV named a generation. And as that generation realized, nothing lasts forever.
From its inception, the music channel gained audience loyalty by smashing boundaries. To stay culturally relevant is, ironically, not to ‘stay’. MTV needed to recreate the magnetic force behind its incentives and in front of its initiatives.
The idea of an MTV Loft evolved. We removed MTV employees from their day-to-day places, put them together into one new, provocative, enkindling space and opened the parameters.
Over 18 months, the collaborative team worked to reinvigorate the MTV identity by redefining its principles, its methodology and its programmatic purpose.
As part of the process, BMD organized a multi-session 'Manifestival' – an event that brought together the entire organization and revealed MTV's new manifesto, re-energizing the culture of MTV and its people.
The process and outcomes of the collaborative 18 month session was captured in a comprehensive MTV Loft book. BMD also developed a series of hand-crafted Manifesto booklets that defined "What 'M' Stands for".
