The Tourism Promotions Board (TPB) of the Philippine Department of Tourism (DOT) has teamed up with MTV to launch the first-ever MTV Music Evolution concert series in 2015.
Scheduled to start in the second quarter, it will feature iconic international music artists but its highlight will be regional and local music talents showing how a particular music genre has progressed over the years.
The first edition of MTV Music Evolution will debut in Manila about the evolution of hip hop and will be recorded live for global telecast. The artist line-up will be announced in the run up to the event.
After putting the Philippines on the tourism map, the TPB now seeks to promote the country’s rich music and culture with the partnership. This is in line with Visit the Philippines Year (VPY) 2015, a year-long umbrella campaign threading key local and international events announced in September.
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MTV will be lending a hand, promoting local music events organized by the TPB as part of MTV Music Evolution. The integrated marketing campaign will include consumer promotions, a dedicated microsite with supporting social media and press campaigns, MTV said in a statement.
“We Filipinos like to entertain and perform for people. MTV Music Evolution will not only put the Philippines on the map of international music, but it will also serve as a global stage for the world to witness what Filipinos do best,” DOT secretary Ramon Jimenez, Jr. said.
Vishal Kurien, Vice President for Advertising Sales, Southeast Asia, Viacom International Media Networks, said that MTV has had a successful history of partnering with Tourism Boards around the world to create compelling and engaging youth experiences.
The latest of such collaboration took place just last June where MTV staged the eighth annual Isle of MTV organised in partnership with Malta Tourism Authority. Other countries that have teamed up with MTV include the Northern Ireland Tourist Board, Malaysia Tourism Promotion Board and the City of Helsinki.
“The Philippines is a musically passionate country. And through our partnership with MTV, young people from around the world will now have the opportunity to share in this passion and experience why and how the music culture is even more fun in the Philippines,” Jimenez adds.
The Philippines had a previous collaboration with MTV in 2008 called MTV Revelations, also with the DOT featuring MTV VJs sharing their experiences they had in the island nation.