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MTV, VH1, CMT to celebrate with videos

Posted 12:00am on Thursday, Jun. 13, 2013

MTV, VH1 and CMT are going back to their roots on the Fourth of July.

The networks said Wednesday they will throw a “Music Independence Day” party that day, showing videos and giving exposure to artists at a time when it can be hard for them to break through to a larger audience.

Each of the networks began its life as a music video channel but shifted to other, more lucrative programming through the years. Music programming is limited now — a wee-hours dance party on MTV, the Jump Start morning show on VH1, a weekend Hot 20 on the country-oriented CMT. Much of their music content is concentrated online or on digital channels like VH1 Classic.

“This harkens back to the core of these music brands,” said Van Toffler, head of the Viacom Networks.

MTV on July Fourth will have hours devoted to particular music genres, highlighting artists like Justin Timberlake, Bruno Mars and Macklemore & Ryan Lewis. VH1 will show videos and performances from the likes of Alicia Keys, Pink and Maroon 5, and telecast a live concert that night from Philadelphia featuring the Roots and John Mayer. CMT will offer a “barbecue playlist” of artists like the Avett Brothers, Carrie Underwood and Luke Bryan.

The networks are also offering emerging bands a chance to set up their own online pages on the Artist Platform and compete to have their videos shown on TV. Even if they don’t make it on the air, it’s good exposure and provides a gathering place for fans, Toffler said.

If a bluegrass band earns enough to buy a new tour bus or a rap act purchases new equipment because of the exposure, then Toffler said he will consider it a success.

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