LENOVO AND MTV INVITE INDIA’S MILLENNIALS TO MAKE MUSICAL HISTORY IN ASIA
India’s #1 PC maker and MTV launch the Lenovo-MTV CO:LAB, an integrated social platform for Millennials to showcase their musical talent and stories through technology
INDIA, 25 February 2013 – Lenovo, in collaboration with MTV, today announced the launch of the Lenovo-MTV CO:LAB, an integrated social platform that will enable the most progressive, creative and talented Millennials from India to share stories about their communities through music. Winning Millennials will connect and collaborate using different skill sets to showcase their talent through an original MTV music video production relating to the theme of the “Pulse of the World”.
Leveraging the resources provided by Lenovo and MTV, the concept of the six-month platform is to enable Indians to connect with like-minded individuals with different artistic skills across DJs, Vocalists/Instrumentalists, Film Makers or Motion Graphic Artists, where the winning talents across these four categories are determined by public votes through the Lenovo-MTV CO:LAB website and regional mentors. The platform that will go across TV and online, will be run simultaneously across India, Japan, Singapore, Malaysia, Indonesia, Thailand and the Philippines.
“Lenovo-MTV CO:LAB aims to inspire Millennials to take action and turn their dreams to reality,” said Shailendra Katyal, Director, Marketing, Lenovo India. “India is a young country with creative and talented individuals looking for opportunities to exhibit their talents. Both Lenovo and MTV are innovative companies, with dynamic brand personalities, that are focused on the Millennial generation who don’t just dream about achieving, but put their thoughts into action. We chose to collaborate with MTV because music and technology go hand-in-hand.”
Building on Lenovo’s “For Those Who Do” brand campaign, and MTV’s deep knowledge of music, lifestyle and the Millennial generation, Lenovo-MTV CO:LAB will inspire and encourage Indians to take action, connect, collaborate and create music using technology.
To help support participants, Lenovo and MTV have assembled a panel of local and regional mentors, each of whom are established leading individuals in their respective areas of expertise. Mentors will play an important role throughout the campaign, sharing their valuable experience and knowledge in order to guide and inspire country and regional winners. Acclaimed MTV presenter, DJ Nikhil Chinapa will play the local mentor throughout the campaign for Indian participants. Nikhil Chinapa is an Indian radio jockey and video jockey and is a popular presenter on MTV India for more than a decade. He is now the Festival Director of Asia's premier music festival - Sunburn Festival in Goa.
“We take pride in making the right connections as we engage with the youth today. The collaboration with Lenovo on Lenovo-MTV CO:LAB, reflects a clear brand synergy between us as we continue to promote and reflect local cultural tastes and music talents. MTV’s wealth of research has shown that technology is an enabler for our audience. Technology doesn’t make Millennials who they are, but it lets them be who they are. Lenovo-MTV CO:LAB is a great initiative that shows how we make that happen as we bring together technology and creative, talented young people,” said Nikhil Chinapa, local mentor, Lenovo MTV CO:Lab. “The next six months will be an exciting partnership as we support each participant in their collaboration and showcase of their creative talents. We can’t wait to see what talents will surface through Lenovo-MTV CO:LAB!”
Acclaimed contemporary design and art collective, PHUNK and renowned international DJs, Brendon P (The DJ Dispensary) and Matty Wainwright (The DJ Dispensary) will act as regional mentors throughout the campaign, as the public vote for their favourite talent
In order to engage and excite audiences in India, a full-scale promotional campaign will be run by Lenovo and MTV throughout this collaboration. This will culminate in MTV airing the final music video as a showcase of the winners’ talents for a period of eight weeks in India.
In addition to having access to mentors, attending a five-day workshop and being part of a regional promotional campaign, regional finalists will also have the opportunity to be profiled in local and regional media.
For more information about Lenovo-MTV CO:LAB contest mechanics and official rules please visit: www.project-colab.com
Lenovo, the world’s second-largest PC vendor, is a $US30 billion personal technology company serving customers in more than 160 countries. Dedicated to building exceptionally engineered PCs and mobile Internet devices, Lenovo’s business is built on product innovation, a highly-efficient global supply chain and strong strategic execution. Formed by Lenovo Group’s acquisition of the former IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products and services. Its product lines include legendary Think-branded commercial PCs and Idea-branded consumer PCs, as well as servers, workstations, and a family of mobile Internet devices, including tablets and smart phones. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina. For more information see www.lenovo.com
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 award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc. (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms. For information about MTV in Southeast Asia, visit www.mtvasia.com.
Note to editors:
Lenovo-MTV CO:LAB contest mechanics:
- The entire Lenovo-MTV CO:LAB campaign will run over the course of six months, with the first round focused on the theme, ‘Pulse of Your City’, challenging participants to tell the story of their city using sight and sound.
- Participants can submit a total of four pieces of work across the four creative-industry verticals: DJ, Vocalist/Instrumentalist, Film Maker and Motion Graphic Artist.
- April 25, 2013: Top 10 in each creative-industry vertical are announced, resulting in the Top 40 for the country.
- April 26 – May 8, 2013: Public can vote for the best submission in each vertical via the Lenovo-MTV CO:LAB website.
- May 13, 2013: Country winners for each creative-industry vertical are announced.
- May 20, 2013: Regional winners for each creative-industry vertical are announced.
- All country winners will receive a Lenovo IdeaPad Yoga, a laptop that combines the productivity of an Ultrabook with the touch experience of a tablet.
- All India winners will get a chance of creating a music video with MTV India.
- In Round two, regional winners are given the opportunity to participate in a five-day workshop in Singapore with MTV and regional mentors, to create a music video relating to the theme of the ‘Pulse of the World”.
- Prior to the workshop, regional winners will have a chance to engage with regional mentors who will provide them with guidance on what they can expect during the workshop and how they can improve their skills.