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MTV Partners with Facebook, Holo, Instagram and More Ahead of the 2017 VMAs


MTV today announced two augmented reality (AR) experiences, including a partnership with Viacom NEXT to launch the VMA AR studio Moon Person camera effect on Facebook. Additionally, Viacom Velocity collaborated with 8i to release a collection of 3D photorealistic Moon Person holograms on the recently-launched mobile augmented reality (AR) app Holo. The powerhouse pop group Fifth Harmony will be taking over the flagship @Instagram account to share all the behind-the-scenes moments leading into their VMAs performance "Down" featuring Gucci Mane on Instagram Stories. "Down" is the first single from Fifth Harmony's forthcoming third album due out in 2017 via Syco Music/Epic Records. Previously announced innovations include first-of-its-kind Twitter bot voting in support of "Best New Artist" and Snapchat voting for "Song of Summer." The 2017 MTV "VMAs" will air live from the "Fabulous" Forum Inglewood, Calif. on Sunday, August 27 at 8:00 p.m. ET/PT.

Fifth Harmony will take to @Instagram to give fans inside-access to their 2017 VMAs experience on stories. The VMA nominated group will bring Instagram's community of 250 million daily stories users on a behind-the-scenes journey as they get ready for Sunday's big night. From sneak peaks as they get glammed and styled, to squad dance rehearsals for the evening's performance, Fifth Harmony will take over @Instagram's IG Stories to capture THE JOURNEY as they count down to their first-ever VMA mainstage performance.

The Facebook Camera Effects Platform turns smartphone cameras into the first AR platform, providing an opportunity for artists and developers to create effects for the Facebook Camera. The 2017 "VMAs" will be one of the first awards show to use this recently launched experience featuring an iconic "Moon Person" themed effect. With a VMA countdown clock at the top and a "brace for impact" audio message, people can adorn an astronaut helmet and share the short video easily with friends.
Included with this new platform are two creative tools, Frame Studio and AR Studio that give the Facebook community the power to create a full spectrum of camera effects, from simple frames to interactive augmented reality (AR) experiences. This platform empowers artists and developers to connect art with data to bring AR into everyday life through the Facebook camera. To use the VMA Moon Person effect, developed in-house by Viacom NEXT, tap on the camera icon on the top left corner of the Facebook app or swipe right from your News Feed to open the new in-app camera. Click HERE to check it out.

The VMA's iconic Moon Person was filmed in 8i's volumetric capture studio and is available on smartphones worldwide via the Holo app as a stunning, photo-realistic holographic rendering of the character performing a variety of trending dance moves like The Rollie, Whip & Nae Nae, and Milly Rock. Fans can virtually interact with the Moon Person, and snap a SELFIE or record their own music video, which make the character appear as if it was there in real life. The photos and videos can be saved and shared with friends on messaging and social apps. The collection of 3D photorealistic Moon Person holograms on the recently-launched mobile augmented reality (AR) app Holo are available now for free by simply downloading Holo in the App Store for iPhone and on the Google Play store for Android. For images, screenshots, and video of the Holo app collaboration featuring the Moon Person, please visit: Video can also be accessed here: To learn more about Holo, visit

The first app of its kind, Holo is a mobile AR app that lets you add holograms of real people or animals into your real world and create videos or photos to share with friends. Created with breakthrough volumetric video technology developed by 8i, Holo features a variety of photorealistic 3D holograms that can be added into your camera view, moved, rotated and resized while recording your video.

This collaboration with the VMAs marks the first time ever Holo is leveraged to promote a landmark televised tentpole event. Holo as previously unveiled collections for Spider-Man: Homecoming and Jon Hamm's character in Marjorie Prime to promote the films, as well as a partnership with go90 to promote their summer slate of short form videos. The app also features hologram collections of entertainers, athletes, influencers, and original characters, in a range of poses, such as: Buzz Aldrin, Anderson Silva, Debby Ryan, Superfruit, Fall Out Boy and others.

MTV announced yesterday the highly anticipated "Song of Summer" category, presented by Verizon UP, a new rewards program that is breaking the mold with once-in-a-lifetime experiences, VIP tickets to events and everyday rewards to thank their customers. Voting opens Thursday, August 24 at 1:00 p.m. ET and will run exclusively for 36 HOURS in a Snapchat Our Story that will celebrate all of the "Song of Summer" nominees. This marks the first time Snapchat has utilized Our Story for the purpose of awards show voting. The winner of "Song of Summer" will be revealed during the live VMA Pre-Show.

MTV and Taco Bell are putting fans first with the return of the fan-voted Best New Artist category. The bright up-and-coming nominees include: Noah Cyrus, SZA, Julia Michaels, Kodak Black, Khalid and Young M.A. Fans will have the opportunity to vote for their favorite artist via a first-of-its-kind Twitter bot, which began on August 18. With an interactive Direct Message voting format, fans can easily vote and share their top pick directly with their followers on Twitter. Fans will have the opportunity to vote until Sunday, August 27, when the top two contenders will be announced during the live MTV VMA Pre-Show. Head to head hashtag voting will then resume throughout the evening, until THE WINNER IS awarded during the main show.
Official sponsors of the "2017 MTV Video Music Awards" include: Extra® Gum, PEPSI®, Swiffer®, Taco Bell®, truth®, and Verizon.

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