MTV have unveiled a new category, at the MTV EMA gong show, launched in partnership with Someone Like Me to celebrate songs with a social conscience.
The 2014 MTV EMA, MTV’s global annual award show which celebrates its 20th anniversary in Glasgow on 9th November, is set to feature a new award category – ‘Best Song with a Message’.
T sponsors, Someone Like Me, are a global programme from Durex and the MTV Staying Alive Foundation to inspire and empower a generation to overcome barriers to safer sex and respectful relationships. The new category will recognise tracks featuring empowering content and lyrics that encourage young people to become more socially conscious, feel more confident and talk more openly and honestly without fear of judgment, on issues ranging from current affairs to sexuality.
The Someone like Me partnership with the 2014 MTV EMA – an annual celebration of the hottest music stars in the world – is part of the overall Someone Like Me programme to inspire young people to talk more openly about sex and help shape a world free from HIV. The partnership has also included sponsorship of MTV’s portfolio of new relationship and dating programmes, including Ex on the Beach, Time’s Up and The Ex and The Why, as well as the Isle of MTV summer festival in Malta.
The winning track will be selected solely via hashtag voting across Twitter, Instagram, and Vine, with nominated songs including ‘We Exist’ by Arcade Fire (#WeExistEMA); ‘Take Me to Church’ by Hozier (#TakeMeToChurchEMA); Pretty Hurts by Beyoncé (#PrettyHurtsEMA); ‘All About That Bass’ by Meghan Trainor (#AllAboutThatBassEMA); and ‘We Are Here’ by Alicia Keys (#WeAreHereEMA).
“The ‘Best Song with a Message’ award is a really exciting addition to the 2014 MTV EMA, a perfect fit with Someone Like Me and an extension of the huge and rapidly expanding social media engagement with the event. We are always looking for innovative ways to work with our partners – not only are we excited to be launching this new category but we are also delighted to be able to have Durex and the Staying Alive Foundation seamlessly sponsor the award via their Someone Like Me campaign.” – Chris Shaw, EVP Advertising and Brand Solutions, VIMN
MTV is further integrating brand sponsors into the EMAs with the Best Look award, which is sponsored by essence, Europe’s No.1 cosmetics brand*, and builds on the brand’s involvement in last year’s awards.