MTV “music is coming back” thesis project was born among the Brand Design course at NABA: three students groups were invited to choose a brand and analize it in depth (from history to Brand Values individuation and communication analysis) in order to provide a wide-range innovation strategy built on new signals and attitudes of the market.

The intervention is based on an in-depth analysis of the italian TV’s scenario, which point out the lack of a cultural channel oriented to a medium-high target and the success of the new target-specific thematic channels, in contrast with the failure of the current MTV’s schedule, mainly made of USA imported realities, inappropriate for Italian audience.

We proceeded choosing a new unexplored segment: a not properly young target, with a high school degree or more, interested in culture, belonging to an area between “civic culture”, “materialist modernity”, and the “new frontier” (cultural areas looking for innovation, cosmopolitism and change).

Afterwards we outlined the new channel personality: the return of music and culture as a pillar of the schedule, the introduction of cultural programs, the return of live concert in exclusive broadcast. Regarding the renewed attitude for music we must specify it doesn’t mean going back to videoclip rotation (since this service is given by Youtube). It means creating historical programs, in-depth looks to genres and artist, structured as an artistic selection of content which are nowadays attainable by everyone

We developed a massive communication strategy based on different medias and different interventions spread over time, and between those we chose the event as a central and constituent moment. The decision to create a music festival, free and travelling, made possible to concentrate in the event different functions:

-Relocate brand as a music oriented broadcast and create a new bond of trust with a disappointed audience

-Bring MTV in the most important Italian cities giving the audience the opportunity to “touch” the new brand personality and valorizing the musical culture of each Italian region

-emphasize attention to sperimentation and the italian underground scene through a contest and a final exhibition of emerging bands.