MTV International, which spans 160+ countries and territories and 32 languages, has announced that effective immediately the youth brand will evolve from “I want my MTV” to “I am my MTV.”

The network will celebrate its audience and talent by spotlighting their social media videos between programming on-air and across all platforms with #MTVbump, the first of many ways MTV will open up the brand to young people.  MTV “Art Breaks” will bring new video art to audiences worldwide, and even MTV’s promos will take on a new look and feel.  Experimenting with narrative structures and visual storytelling, they will be shorter, louder and hyper-visual.

“MTV has always been committed to reinvention, and it’s time to shed our skin and reinvent again,” said Kerry Taylor, Senior Vice President, Youth and Music for Viacom International Media Networks (VIMN) and Chief Marketing Officer of Viacom UK.  “Our audience expects MTV to push boundaries and take creative risks, and we truly believe that with this rebrand MTV’s international channels will look like nothing else.”

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