MTV yesterday announced plans to expand and unify its hip hop music and lifestyle programming and content across all of its multiple channels and screens under the MTV Jams brand name. The move effectively extends the MTV Jams brand from a 24 hour digital channel to now touch all MTV properties including MTV, MTV2 and MTV.com to provide fans unparalleled access to hip hop music, lifestyle, fashion and culture.
The initiative includes the launch of Jams.MTV.com, a new digital homestead for all of MTV’s hip hop content, a new weekly series on MTV2 called “The Week in Jams” debuting on Sunday, October 28th, new hip hop experts that will join MTV News’ Sway Calloway as the voice of hip hop across all MTV brands, as well as presenting a series of concert tours that will provide fans exclusive access to their favorite artists starting with the forthcoming Trey Songz “Chapter V” tour featuring Miguel.
“MTV has been a pioneer and leader in expanding hip hop culture from a regional movement in the early 80s to a cultural powerhouse that now extends across all ages, races and regions, and has truly crossed over into a lifestyle more than just a genre of music,” said Amy Doyle, Executive Vice President of MTV Music & Talent Programming Strategy. “We’re once again looking to innovate in the space to make hip hop artists and culture more accessible to a wider fan base than ever before.”
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