MTV and Extreme Music Go Live With Launch Pad for Emerging Talent

MTV, a division of Viacom Inc. (NYSE: VIA and VIA.B), and Extreme Music, the production music arm of Sony/ATV, have announced the official launch of the Hype Music website: www.hypemusic.com. Hype Music, the remarkable, first-of-its-kind, hybrid music licensing partnership brings together the two industry powerhouses, along with the incomparable talent-spotting genius of Nic Harcourt as Chief Creative Consultant, to incubate, nurture and introduce some of today's hottest, emerging, independent artists to professional music users.

"When you harness two of the industry's most credible taste-making teams and then add the uncanny talent-spotting genius of Nic Harcourt, you unleash a king-making force that can pick the next big thing with predator drone-like precision," said Russell Emanuel, Extreme Music CEO. "We've launched with a truly stunning roster that oozes cred and comes with a cast iron guarantee that you will absolutely hear no evil."

Hype backs its "Hear No Evil" slogan with a rigorous selection process and a no submission policy, guaranteeing all artists introduced through the partnership will be discovered by the Hype team. Once signed, all acts receive a seal of approval from music insiders including reviews and opinions by an A-list lineup of the industry's music supervision elite including Nic Harcourt, Kathy Nelson, Gary Calamar, Matt Kierscht, Lucius Dillion, Nick Martin and Liz Gallacher, to name a few.

"The launch of the Hype site represents an exciting step forward in MTV's commitment to emerging talent. Hype artists = MTV artists and this platform is yet another destination for them to break through." said Joe Cuello, Senior Vice President of Creative Music Integration for MTV.

In addition to first-look consideration for placement in MTV shows, Extreme will be distributing and licensing Hype songs to their global client base of professional users. MTV will also serve as music distributor for all contracted songs, delivering music to the artists' fans through multiple digital music services. The Hype Music site will include interviews, videos and buzz along with reviews and views to provide an educated, inside look at the emerging talent.

The initial bands involved in the HYPEMUSIC.COM launch include: New Cassettes, Locksley, George Byrne, Ginger Sling, The Midi Mafia, Theft, National Skyline, Atlantic Line, Hell & Lula, Marc Robillard, The Diamond Light, The New F-Os, Lego Johnson, Atlantic Connection, Desoto Jones, Daniel Chavez Wright (3D Friends) and Heavy Young Heathens.

To celebrate the launch, MTV and Extreme will host a industry insider showcase on June 16th at The Village Studios in Los Angeles that will be hosted by Nic Harcourt and feature several of the Hype artists.

About MTV:
MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is the leading destination for music, news and pop culture. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms. For more information, go to www.mtvpress.com.

About Extreme Music:
World-renowned as the "Bad Boys of the Industry," Extreme, the Production Music Library arm of Sony/ATV Music Publishing, have made it their duty to change the face of library music. Since exploding onto the scene in 1997 these production music zeitgeists have consistently delivered an industry-quaking catalogue that leaves their competition sleeping with the lights on and establishes them as the undisputed masters in their field. Their unrivalled A-list packed roster famously boasts names such as Quincy Jones, Hans Zimmer, Snoop Dogg, Rodney Jerkins, Robbie Nevil, Junkie XL, Paul Oakenfold, Xzibit, Mark Mothersbaugh, Timbaland, Mike "Daddy" Evans and Vince Clarke to name a few.

Users addicted to Extreme include music supervisors for hit shows such as Glee, Mad Men, 30 Rock, Entourage, It's Always Sunny in Philadelphia, The Office and Gossip Girl; blockbusters and trailers including The Fighter, Hop, Avatar, Twilight Saga: Eclipse, Inglourious Basterds, Inception, and the Harry Potter series; and memorable advertising campaigns for Coca Cola, EA, Virgin Atlantic, Phillips, Stolichnaya, Ford, Puma and AT&T. For more information, go to www.extrememusic.com

About Nic Harcourt:
After 10 years as KCRW Music Director, Nic stepped down in 2008 to pursue other opportunities. Still a DJ at KCRW, Nic currently serves as the host of the award winning Guitar Center Sessions on DirecTV's 101 and n3D channels and works in Television and Film as a consultant and music supervisor.

His TV credits include: 90210, Queer as Folk, Life as We Know It, In Justice, What about Brian and Love Monkey (for which he was also a co-producer), as well as advertising campaigns for Mitsubishi Motors, Apple's iPod and KIA. His movie credits include: Charlie St. Cloud, He's Just Not That Into You, Pride and Glory, Igby Goes Down, Gone Baby Gone and Dukes of Hazzard.

Nic also produced the Sounds Eclectic CD compilation series. Harcourt's first foray into literature was Music Lust, a book of "recommended listening for every mood, moment and reason."

 

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