Viacom networks MTV, VH1 and CMT are teaming up with Hangout Music Festival, a three-day concert series in Gulf Shores, Ala., for multi-platform news coverage that will air across the three flagship networks as well as MTV2, MTV Hits, MTV Jams, VH1 Classic, CMT Pure and Palladia.
Additionally, MTV will live-stream the festival all weekend at http://hangout.mtv.com. This year’s headliners include Tom Petty & the Heartbreakers, Stevie Wonder, Macklemore & Ryan Lewis, Imagine Dragons and Kendrick Lamar. The hub will feature dedicated hosts Vinny Guadagnino, Dillon Francis, Chrissy Teigen, Katherine Webb and iJustine interviewing artists and fans throughout the festival.
“MTV, VH1 and CMT have a great history of being involved in live events, going way back to Live Aid through the ’80s and ’90s where so many benefit concerts and big festivals came along,” says Dave Sirulnick, executive VP of MTV news, docs and specials. “When it was time to get back involved not just in a deeper way, but where we could really expose the music to so many people, we were looking for the right place and the right partner. Hangout soon became the right fit and is just a great place to see a show.”
To further associate itself with Hangout’s music discovery heritage, Pizza Hut is kicking off a program called Discover Great that will air throughout the weekend on MTV, VH1 and CMT. The networks’ news teams will interview and cover some of the program’s hottest artists, including Elle King and Striking Matches. The program is part of a longer-term alignment between Pizza Hut and Viacom’s cable networks.
“When given the opportunity to partner with Viacom for the Pizza Hut Discover Great campaign, we knew this program would align perfectly with our brand mission to ‘Make It Great,’” said Carrie Walsh, VP of marketing at Pizza Hut. “We cannot wait to continue to grow our stable of Discover Great performers and support them as they develop as artists.”
Hangout coverage will continue through early next week, with segments on MTV’s “AMTV” and EDM show “Clubland.”
“Given our wide network of music-based channels, we can really hit a wide group of audiences,” Sirulnick says. “If you’re more of a VH1 person, CMT or MTV, there’s gonna something for you coming out of this festival.”
The four-year-old Hangout Music Fest debuted May 14, 2010, and featured performances from Trey Anastasio, The Zac Brown Band, John Legend, the Roots and others. The third Hangout in 2012 completely sold out its 35,000 capacity, with this year’s also a sell-out as of earlier this week.