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McDonald’s and MTV Networks today announced a global partnership that takes MTV’s new music talent showcase to nearly 400 million homes in 162 countries around the world. The collaboration launches with McDonald’s exclusive support of MTV Advance Warning, a program dedicated to introducing young adults to emerging artists in a fresh music format.
McDonald’s and MTV kicked-off the partnership with an exclusive launch party above MTV’s Total Request Live (TRL) London studios, featuring a live performance by musical group Lola Ray, an artist featured in MTV Advance Warning. Renowned Asian superstar Leehom Wang—who will be collaborating with MTV Advance Warning in Asia—was also on hand to perform. The global partnership with MTV adds another relevant dimension to McDonald’s popular “i’m lovin’ it™” campaign and builds on the company’s strong connection to young adults’ passions—music, entertainment, sports and fashion.
MTV Advance Warning is a 12-episode, 30-minute monthly program that marks MTV’s first global platform dedicated to showcasing emerging music talent. The program has previously aired only in the U.S. Locally adapted versions of MTV Advance Warning, tailored specifically for MTV’s international audiences, will begin airing on MTV around the world starting 19 February in Europe. The program begins airing in Asia 21 February, and has already debuted in Latin America and the U.S., where the second season just premiered.
“Partnering with MTV to create the first-ever global new music platform will enable McDonald’s to play a more relevant and credible role in the lives of young adults,” says Larry Light, McDonald’s executive vice president and global chief marketing officer. “Equally important, McDonald’s is pleased to be able to support young musicians and artists and help them fulfill their hopes and dreams.”
In 2003, McDonald’s first forged a bond with young adults and the music world by establishing a partnership with pop superstar Justin Timberlake, who helped launch the “i’m lovin’ it” campaign by lending his musical talent to several global television commercials. McDonald’s continued the momentum through a relationship with Sony Connect—bringing the world of digital music directly to customers around the world. Last fall, McDonald’s announced a partnership with Destiny’s Child, the newest global voice of “i’m lovin’ it.”