Context—Launched in March 2010, the idents produced for MTV DANCE were part of MTV UK’s genre specific music channels. The other ‘sister channels’ were MTV Classic, MTV Hits, MTV Shows, MTV Base and MTV Rocks. These were all launched hot on the heels of MTV’s first international rebrand which first aired in July 2009 to an audience of 578 million households across 162 territories.

Solution—MTV DANCE speaks directly to clubbers – acting as a filter, aggregator and supporter of the best dance music and club culture scene. Renowned French Director and Art Director Sebastien Cannone was bought on board to work his magic, and his mix of distinctive art direction and the Channel’s revitalised playlists trigger passion and connect on multiple levels. Compressed energy and intoxicating music are the foundations of these idents – expressed through an abstract figure that shapeshifts to the beat.

Result—The T-shirts sold out within a week and the collaboration was extensively blogged about and referenced across umpteen youth, streetwear, urban, and art and design sites.