MTV, VH1 and CMT are launching "First" a multi-platform campaign to promote newly released albums. Starting with two arists that certainly don't need extra marketing help, Ed Sheeran and Ariana Grande, the campaign, sponsored by Pepsi and including a heavy dose of Twiiter Amplify ads, will eventually be used to promote emerging artists, as well.
"We’re focused on launching No. 1 records," Shannon Connolly, Viacom's SVP of music strategy, told Mashable. "We're starting out with bigger artists and the plan is to continue to refine the program so it works for both superstars and emerging ones."
Each campaign will spread across multiple platforms including broadcast and online giving fans access to unique contact worth sharing on social media. "We want to tell the story of the new music because there's so much noise," Van Toffler, Viacom's president, told Mashable.