"To honor the life and career of musical icon Prince, MTV will change its logo to purple for the entire day and MTV and MTV2 will air a dedicated block of his most influential music videos today beginning at 1:55 p.m. ET. MTV Live will air videos at 3:00 p.m.," MTV told The Hollywood Reporter.
The network added in a statement to THR: "MTV is heartbroken and in utter disbelief at the news that the world has lost Prince Rogers Nelson so suddenly and so before his time. Prince was a once-in-a-lifetime artist who transcended every medium and genre he touched and created music with a passion and individuality that inspired multiple generations. Our hearts and prayers go out to his family, friends and millions of fans."
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To further its remembrance of Prince, "MTV News will air a dedicated podcast highlighting Prince’s impact on music. MTV News correspondents will be on-the-ground in NYC and Paisley park to get feedback from fans. MTV Snapchat will be a full Prince takeover tomorrow," the network said. "Additionally, interstitials will run on-air throughout the day which will include archival interviews from the legend himself, behind-the-scenes MTV moments and more."
The switch to a tribute of music videos comes hours following MTV's unveil of a massive upfront slate featuring 11 new unscripted series pickups, three scripted entries and development of eight more new works.
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MTV president Sean Atkins told THR of the new, larger music-focused slate, "It says a few things, first and foremost that we're clearly bringing music as our muse back to the brand and returning it creatively to what inspires us. The idea of having music — in terms of what it means to pop culture and that it gives artists a voice and is always resonant to youth and an influencer of culture — has always been a great element of the MTV brand. We're leaning back into the heritage and resuscitating it and renovating it for today's generation."
This article was originally published by The Hollywood Reporter.