Viacom's MTV said Wednesday that it has struck a multi-year partnership with the city of Helsinki to "showcase the best of the Finnish capital's effervescent music and cultural scene to international youth audiences."
The partnership will kick off later this year with a two-day festival, dubbed MTV Push Helsinki. It will take place in multiple locations across the city on Sept. 11 and 12.
MTV Push is the company's brand for an MTV International on-air strand designed to promote emerging artists from the world of popular music. Artists championed by MTV Push include Imagine Dragons, Lana Del Rey, Rita Ora, Bastille, Jessie J, Ke$ha and John Newman.
The highlight of the Helsinki festival will be a live MTV Push concert at the Circus nightclub with up-and-coming International Push artists and local talent and DJs.
The MTV Push event will be filmed and edited into a 30-minute TV special that will air across MTV’s international channels. Helsinki will be the official sponsor of MTV Push for three months between August and October.
The talent lineup and further details ill be announced later.
Financial details weren't disclosed.
Said Chris Shaw, executive vp and managing director sales, Viacom International Media Networks: “We are thrilled to be partnering with the city of Helsinki for what promises to be a stellar two days. As a leader in youth entertainment, we have a very successful history of partnering with city councils and tourism boards to create compelling and engaging experiences that excite and attract young people."
Saila Machere, head of unit, city marketing, economic development for Helsinki, said: “The city of Helsinki is increasingly becoming a popular hub in Northern Europe for students and young adults wanting to experience Helsinki’s unique vibrancy, culture and opportunities. It is therefore essential that we continue to prioritize this important demographic (the global youth travel market was valued at $182 billion last year) by finding new ways to showcase the city’s unique character and appeal."
In addition to the Helsinki concert, the city will also host a number of free events in the music, style and entertainment areas.
This article was first published by The Hollywood Reporter