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“This harkens back to the core of these music brands.”
—--MTV Networks Chief Van Toffler

MTV’S DECLARATION OF INDEPENDENCE

Cable Channels to Go Old School on the Fourth of July With a Full Day of Videos
MTV, VH1 and CMT are throwing a “Music Independence Day” party on the Fourth of July, MTV Networks announced yesterday. In a blast from the past aimed squarely at the future, the channels will devote their holiday programming to music videos in an effort to give some rare TV exposure to major and developing artists.

“This harkens back to the core of these music brands,” said MTV Networks chief Van Toffler. “In part it is to remind people what an immersive experience we can provide so people can hear the music and the artists and the stories behind the artists.”

MTV will have devote hours to videos from stars like Justin Timberlake, Bruno Mars and Macklemore & Ryan Lewis.VH1 will show videos and live-performance clips from the likes of Alicia Keys, P!nk and Maroon 5, and telecast a live concert that night from Philadelphia featuring the Roots and John Mayer. CMT will offer a “barbecue playlist” of acts like Carrie Underwood, Luke Bryan and the Avett Brothers.

The networks are also offering emerging bands a chance to set up their own online pages on the Artist Platform and compete to have theirvideos shown on TV. Even if they don’t make it on the air, it’s good exposure and provides a gathering place for fans, Toffler said.

If a bluegrass band earns enough to buy a new tour bus or a rap act purchases new equipment because of the exposure, Toffler said, he'll consider it a success.

With a bewildering array of options available to fans seeking new music, the special event emphasizes the networks’ ability to curate material for fans, he added.

There’s not much for the networks to lose from such an event. The first week of July is traditionally the lightest week of the year for television viewing, primarily because so many people are outside or doing other things. The networks will offer themselves up as soundtracks for Fourth of July parties.

And if you see two sparklers floating in the air, it might just be Michael Jackson's ghost.

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