​In a return to the kind of programming that blazed the trail in their early days, Viacom networks MTV, VH1 and CMT will devote this 4th of July to music programming.

Dubbed “Music Independence Day” by the networks, the 4th will find MTV airing hour-long blocks devoted to specific genres, covering artists ranging from Justin Timberlake to Macklemore & Ryan Lewis. Meanwhile, VH1 will show videos and live performances from Alicia Keys, Pink, Maroon 5, and air a live telecast in the evening of a performance by The Roots and John Mayer. CMT will rally its programming around a barbecue theme, showing the likes of The Avett Brothers, Carrie Underwood and Luke Bryan.

As part of its push for the festivities, Viacom has unveiled an online Artist Platform, which gives unknown bands the chance to compete and have their videos shown on TV. Aspiring bands and musicians can create their own page on the platform, and ask fans to leave tips there, purchase music, or show their support however the artist chooses.

Read more about it at Oregon Live.

Brief Take: It being the 4th of July and all, nobody’s going to watch this ploy anyway, but that’s how it would be no matter what Viacom networks put up. This way, the company at least gets a little sentimental marketing boost for caring about the old days.

Tags:


  Save as PDF