MTV and Sony Mobile Communications have teamed up to launch Made of Imagination, a branded web series and pop-up blog challenging artists to recreate their music in surprising ways. Hosted atimagination.mtv.ca and produced in collaboration with global artists and creativity blog booooooom.com, each webisode documents a musician reinventing his or her music with unique instruments. This unique, four-part series is supported by a curated blog, a national contest, on-air promotions, and an extensive social engagement plan including global art community-sourced content, and outreach for promotion of the series via an array of key music, culture and lifestyle sites.
Artists already on board this exciting new series include Halifax’s symphonic-pop poster boy Rich Aucoin remixing his song “It” with junk instruments, and Saskatoon rockers The Sheepdogs who re-imagine their new single “The Way It Is” with Juno-award winning Afro-Cuban artist Hilario Duran.
Visitors are encouraged to view all of the postings on MTV.ca and those who “like” the videos get a chance to win their own Xperia™ Ion, the first LTE smartphone from Sony, so that they can capture their own imaginations. One lucky “liker” also gets a chance to win a grand prize of $5,000 to bring their imagination to life! Contest and site closes October 10, 2012.
As the brand partner in the production, Sony Xperia™ benefits from title positioning throughout the multi-platform promotion, and savvy product integration throughout the web series. The series is a co-production between MTV in Canada and Toronto-based digital content studio, Free Agency.