MTV today 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.”
Launched in 2002, MTV Jams is a 24 hour digital music channel devoted exclusively to hip hop music videos, programming, MTV News updates and more. The channel now reaches nearly 29 million homes and has seen considerable growth in households (up an impressive 38% since 2008) and a social footprint that includes more than 100k followers on Twitter. In addition to the channel, MTV Jams will now serve as the umbrella brand for all hip hop properties that exist throughout MTV. Beginning on Tuesday, October 23, a new digital hub for all MTV’s hip hop content will launch at Jams.MTV.com, including content from MTV News and its’ weekly hip hop live stream Rapfix Live and RapFix blog, digital music video premieres and playlists, as well as expert commentary and packages from the cast of “The Week in Jams.” Jams.MTV.com will be deeply integrated with MTV’s recently announced artist platform, Artists.MTV.
Building upon the legacy of MTV2’s venerable “Sucker Free Countdown,” MTV2 will relaunch the series as “The Week in Jams,” beginning Sunday, October 28 at 11:00 a.m. ET/PT, followed by additional airings on MTV Jams. Where “Sucker Free Countdown” focused primarily on music, “The Week in Jams” expanded focus will include the latest in the hip hop lifestyle, from music to fashion, gear to sports and, of course, real talk. Fans will discover new artists, hear the loudest opinions, keep up with new trends from all over the country and sit in on hard-hitting interviews.
MTV has recruited a hip hop dream team of contributors that will serve as the hosts of “The Week in Jams” and also provide expert commentary across all of MTV’s channels and screens including: mixtape legend, radio personality and television host DJ Envy, industry insider, radio personality and cast member of “MTV2’s Guy Code” Charlamagne Tha God, Motown Records recording artist and songwriter Sofi Green, West Coast mover and shaker Maestro, and west coast radio personality and nationally syndicated nighttime radio host Nessa. They will join MTV’s hip hop expert, Sway Calloway, a vanguard radio personality, record producer, hip-hop artist and MTV News Correspondent.
MTV will celebrate the premiere of “The Week in Jams” on Saturday, October 13 as Sway and the new hip hop brigade host a special “Hip Hop Homecoming” movie marathon throughout the day, including HOW HIGH, NOTORIOUS, 8 MILE and GET RICH OR DIE TRYING.
MTV is launching a series of tours throughout the year to highlight a variety of artists to provide fans front row and behind the scenes access. Building upon the recent success of the Tyga tour, MTV Jams will present the forthcoming Trey Songz “Chapter V” tour featuring Miguel. MTV Jams will be promoting the tour through forthcoming promotional spots airing across MTV channels, digitally supported via Artists.MTV, MTV/MTV Jams social media including Facebook/Twitter, and editorially via Rapfix, Buzzworthy and MTV News. MTV Jams will also debut exclusive tour diaries from Trey and Miguel taped on the road from that will be featured on MTV Jams well as on each artists Artists.MTV page.