New York, NY–(HISPANIC PR WIRE – PRNewswire)–February 1, 2008–Deepening the connection between viewers and their favorite Latino artists, MTV Tr3s will launch a new month-long on-air, online and wireless image campaign entitled, “Artists Speaking Tr3s.” Kicking off on Friday, February 1st with bachata pop quartet Aventura, MTV Tr3s will select Latino artists throughout the year and collaborate with them on the creation of distinctive, customized spots that offer fans the most intimate television programming experience – an unprecedented and unique look at their favorite artists, their music and their lives.
The creative team’s concept for Aventura’s promo campaign called for the quartet to be placed in a lab where the “power” of their romantic rhythms could be scientifically tested. The spots were filmed in a stylized, all white environment, complete with scientists, technicians and a protective wall. In addition to the extensive on-air promo campaign, Aventura will also be featured in exclusive and multiplatform programming during “Chicas Arriba” (February 3rd at 6 PM), ” Tr3s Quiero Valentine Weekend” (February 9th and 10th), “Mi TRL Valentine’s Day Special” (February 14th at 4:00 PM) and “Videologia” (February 14th at 5 PM). Throughout February, Aventura will have a dedicated artist page on MTVTr3s.com, which will feature a link to their MTV.com artist page where fans will have access to bio info, band photos, music videos and on-air promos. MTV Tr3s Mobile will feature long-form versions of the on-air promos.
“Music is central to MTV Tr3s and this artist campaign is designed to bring our audience one-of-a-kind exposure to their favorite artists,” said Jesus Lara, Senior Vice President of Music and Talent for MTV Tr3s. “We’re constantly looking for new ways to super-serve our young Latino audience — by experimenting with programming models that will create new experiences to keep our viewers engaged and entertained. Aventura was selected to kick off our ‘Artists Speaking Tr3s’ campaign because they truly represent the passion young Latinos have for music.”
“It’s an honor that MTV Tr3s has chosen Aventura as the first Latin artist to be featured in their ‘Artists Speaking Tr3s’ campaign,” says lead singer Anthony Santos. “Now that the door is open we hope to see many more Latin artists given this great opportunity.”
“After our first meeting with Aventura it was clear that they have a terrific sense of humor and that paved the way to lots of creative concepts,” explains producer David Grad. “We discovered these guys have created such an intense relationship with their fans on top of an uncanny popularity throughout the world. This led us to believe their power should be measured on other things.”
“This is not the type of thing artists typically get to do on other channels,” says Amy Campbell, Vice President of On-Air Promos for MTV. “We give each artist special treatment and attention and approach each campaign with the professional, unique production standards that MTV has always been known for. It goes beyond making a fun creative music video. Artists get to break out and show another side of who they are.”
Since launching in September 2006, MTV Tr3s has become the most widely-distributed TV network dedicated to superserving today’s bicultural Latino youth and is currently seen in 6.2 million Hispanic TV households and 31.9 million total TV households. Music programming is at the core of MTV Tr3?s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos and celebrate their hybrid identity and culture.
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