MTV is in the final stages of signing a commercial partner for the launch of a fashion-focused digital property called District MTV, which will go live online in October and on mobile later in the year.
District MTV is aimed at fashion savvy 18- to 34-year-olds in the UK, Italy, France, Germany and Spain. It will make use of MTV’s existing connections to pop culture, music and fashion. A spokeswoman for MTV parent Viacom International Media Networks said it was “in the final stages of signing a launch partner” for District MTV.
Editorial content will focus on celebrity style, with tips on how to recreate looks, videos from MTV network, and interviews with the celebrities and stylists themselves. It will also showcase emerging designers and street style trends. Regular features on the website will include The Daily Drop news alert, the Look Look look-of-the-day poll, and This is my Jam playlists.
Melanie Hick, former Huffington Post senior editor, as been appointed editor-in-chief, and former Dazed and Confused contributing editor William Oliver has been appointed editor.
Philip O’Ferrall, senior vice-president, Viacom International Media Networks, Digital, said:
“MTV has always had a strong influence on style, fashion and trends. With this longstanding heritage, it makes sense for us to enter this space and launch a new conversation with a style-focused audience that celebrates the integral connection between music and fashion.”
Melanie Hick, editor-in-chief, District MTV, said:
“Music needs fashion and fashion needs music. We’re embracing MTV’s long-held passion for discovering and supporting emerging talent, to bring music and fashion fans the most exciting creators from around the world. We’re in a unique position to deliver incomparable archive content, be a source of global stories and gain access to the biggest, as well as, rising stars. District MTV will be the home of pop style, a place where you can discover, re-discover, create and collate your own world of global style.”
I can’t wait to see what the new site looks like!