On today, August 7, the band Disclosure will headline MTV Iggy and Intels’ ‘The Music Experiment 2.0’ concert event in Boston at a secret location. The Music Experiment 2.0 is a themed, social-media powered music series that connects passionate fans with their favorite emerging artists. Tickets are awarded to fans that visit the online hub and engage the most with the series on Facebook, Instagram, Vine, and Twitter. The performance will air on the Palladia music channel, while fans from around the globe can join the live show remotely as part of the virtual audience via their webcam and will be projected onto a giant screen at the venue.
Yesterday, ventwing.com had the opportunity to interview Nusrat Durrani, Senior Vice President and General Manager of MTV World. Check out what Durrani had to say about this national concert event, which is in its second year.
For those who don’t know what is the MTV Iggy Music Experiment?
The Music Experiment is a partnership between Intel and MTV Iggy that presents live music to passionate fans in a unique way. Fans can access exclusive shows with their favorite artists for free by interacting with the program on social and digital platforms. There are five stops for this program in 2013, in great American cities – New York, Boston, San Francisco and Los Angeles. Each show is uniquely themed. Music fans watching MTV channels or on its digital platforms are invited to participate in the program, and their interaction with the program is rewarded with an invite to the show they are interested in. They are asked to dress in costume and become a part of the show itself, which takes place in an unusual location. It is a magical experience.
What inspired this program?
The program is inspired by the passion evoked by music. Intel and MTV Iggy wanted to connect music fans to their favorite artists through technology and social media, and let fans be at the center of the experience.
What can fans expect for this year’s MTV Iggy Music Experiment?
This year’s program is bigger, bolder and pushes creativity further. We are going for even bigger artists. Fans who cannot attend will be “beamed” into the show. A few will have personal music videos created for them. Fan-created images will serve as a creative element of the shows. They will be able to do amazing things with the high-tech Ultrabooks installed throughout the venues. In a sense the audience very much drives what the Music Experiment looks like this year.
How did you choose the artists? Cities?
We collaborate with Intel on every aspect of the program. We are interested in artists with an edge that are on the verge of breaking into the mainstream and hopefully push them through. We choose cities that are iconic and have a music heritage but we also like to cross-pollinate genres with cities. For example last year we had Santigold perform in a huge barn outside Chapel Hill, and The Jezebels from Australia played to an ecstatic audience on a steamboat cruising down the river in Portland.
What are your goals for MTV world in the coming months?
We are working on a series of big projects, some for advertising partners and others for various MTV brands. The goal is to become a center for responsible innovation, re-imagine pop culture, and surprise and delight our audiences and partners.
Any final thoughts?
Yes – keep an open mind, and don’t forget to clean your nose.
English electronic music duo Disclosure, made up of brothers Guy and Howard Lawrence, headline “The Music Experiment 2.0” as part of their fall tour in the United States to promote their just-released debut album on Cherrytree/Interscope, Settle. As one of the most successful British dance acts in a generation, Disclosure has experienced a meteoric rise to the top of the charts in the U.K. and Australia and is making waves across the U.S music scene. Boston is the second leg of “The Music Experiment,” which launched in New York last month with Empire of the Sun headlining. The concert series continues throughout the year with stops in San Francisco, Los Angeles and Nashville. Reinventing the traditional concert performance, each ME 2.0 is like entering a music video, with elaborate themes, costumes and unconventional venues – where the artists and fans co-create a music experience.