MTV unveiled a first promo for the 2016 MTV Video Music Awards that presents Madison Square Garden as “an offering, a gift, the stage of all stages, the blessings of a blank canvas … empty, eager, and waiting … waiting for artists to make their mark.”

The black and white promo, aptly named “Canvas” is part of a larger campaign where each performer, as they’re announced, will choose a signature Pantone color and message, and MTV will commission a visual artist or filmmaker to bring their words and vision to life via a 30-second content piece.

The piece will be incorporated into the VMA palette, filling a blank canvas and ultimately establishing the scheme for the show.

“The result will be a campaign that’s highly personal, artist driven and reflective of this year’s main show look and feel,” MTV said in a press release. “Additional works of art will be released throughout the campaign that feature each performing talent’s own words as to why the VMA stage is one of the greatest opus of which they dream.”

The promo was directed by Anthony Mandler, who’s directed more than 15 of Rihanna’s music videos, as well as videos for Taylor Swift, Beyoncé, Drake, Eminem, Jay-Z and Justin Timberlake and others.

The campaign is to the the theme song “Do Your Thing” by Charles Wright & the Watts 103rd Street Rhythm Band, with Swizz Beatz lending his voice to the spot.

The VMAs will air live from New York’s Madison Square Garden on Sunday, August 28 at 9 p.m.

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