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MuchMusic Video Awards
IQRA JAWAID, NADINE ASKALANY, ROSHNI
RAJEEV

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OVERVIEW
 Brief Introduction  Target Market
 Media Costs  Impact On Industry
 Statistics  Competitors
 Ethical Issues  „In The News‟
 Trends & Forecasts  Endorser
 Main Players  SWOT
 Global & Local Effects  PEST
 Magazine Advertisements

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MuchMusic Video Awards Promo
 http://www.youtube.com/watch?v=QGw32
bPGAWQ&feature=related

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MuchMusic Video Awards Promo
 http://www.youtube.com/watch?v=Emi
a5MPTNSg

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Brief Introduction
 The MMVA‟s was first established in 1990
 Stands for MuchMusic Video Awards
 Held annually, Downtown Toronto (Queen Street West)
 The event is to recognize Canadian and International
music artists, directors, producers and cinematographers
for their accomplishments

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What are the MMVA‟S
• Very unique in it‟s stage layout. This method increases
it‟s brand awareness and brand image
• Growing every year
• Voting is made to be convenient to consumers and can
be done online
• Nominated based on popularity during the year and votes
by their fans

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Why these 2 magazines?

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Media Costs
Magazine People Magazine Famous Magazine
CPM Male= 1124 Female= 2418 Male= 475 female= 619
So the total amount of people who So the total amount of people who
saw the ad = 3542 see the ad is 1094. 1094/1000=
So, 3542/1000=3.542 units. 1.094
Therefore they have 3 units and the Therefore they have 1 unit with a
total cost is $29,215 for a 4 color 1- total cost of $28,750.
page ad. CPM= $28,750/1=$28,750
CPM=29,215/3=9,738.33$
Frequency of Ad Because the event starts around Famous Magazine is not as popular
June we should advertise 4 months as People Magazine is, that‟s why
in advance just to get the consumers we are just going to have our ad in
interested and engage them with our this magazine for 2 months. Famous
campaign. I think we should have 1 Magazine is distributed monthly So
page 4-color ad in flare for 4 months therefore 1 page 4 color ad in flare
before the event starts. for 2 months is just right to fit out
budget.
Total Cost People magazine is distributed With our ad being viewed once each
weekly so therefore, if our ad were month for 2 months makes our total
placed in the magazine every other cost $28,750 x 2= $57,500
week then it would be distributed 8
times in the 4 months. $29,215 x
8= $233,720

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Why these 2 magazines?
 They are well known and not that expensive. With
enough publicity we‟re still left with $8,780
 They already come with their own fan base and brand
image
 People magazine and Famous are great sources for the
latest celebrity gossip, they always have the latest new of
the celebrity world
 Their targeted market is similar to that of the MMVA‟s
 They are at a maturity stage therefore fan base is stable

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Statistics
 “Lady Gaga, Justin Bieber and co-host Selena Gomez helped
MuchMusic outdraw everything in prime time in Canada with
1,009,000 overnight, estimated MMVA viewers.” (Yeo)

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Ethical Issues
 In 2010 co-host Miley Cyrus supposed
to be known as a Disney character
is going wild.
 In 2011 co-host Selena Gomez
also supposed to be known as
a Disney star is seen wearing a
super short skirt.

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Trends & Forecasts
 Increase in brand awareness and brand image because more
people are getting to know the MMVA‟s by the day.
 With each new celebrity performing for the MMVA‟s his/her fan
base comes along too, increasing the show‟s publicity and
spreading awareness
 The 2011 MMVAs were the
most-watched broadcast in
MuchMusic history, with a 67%
increase in viewers 18 to 34.

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Main Players
Justin Bieber
 Currently in the forefront of the music industry
 Growing out of his „little boy‟ image
- Still maintain morals and ethics
 Most searched person in 2011
 Maintains his positive brand image through
associating all-around super-star Usher, as well as
Jaden Smith and Ludacris
 Ranked number three on Forbes celebrities top
100 list in 2011

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Main Players
 Achieved over 10,000,000 views purely from word
of mouth
 Recent Album: Under The Mistletoe
 Christmas song, Under The Mistletoe ranked #1
 Endorses Proactive
 Teens are able to relate to him

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Main Players
Cody Simpson
 Quickly shaping up to be a true pop phenomenon
 Social Media: YouTube uploads lead to a worldwide
commotion and he received millions of views
 2010 signed with Atlantic Records
 Over 1.5 million Twitter followers, approaching 2 million
Facebook likes and over 100 million YouTube views

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Main Players
 Debut Single FT. Flo Rida
 High profile TV appearances including
- The Today Show
- Nickelodeon „s Bucket and Skinner‟s Epic Adventures
- Disney‟s So Random
- Ellen DeGeneres
 On tour nearly non-stop, including a sold out co-headline
tour

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Main Players
Justin Bieber:
 An uprising Canadian artist
 Forefront of the music industry
 Recent ground breaking success in the pop culture genre
 A progressive icon as many individuals look up to him
and aspire to be like him.

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Main Players
Cody Simpson:
 Rising in the Ranks
 Currently at the end of his Introduction Stage
 Grasped the attention of fans worldwide through his
outstanding success
 He is an artist to watch out for in the near future

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Global & Local Effects
 The MMVA‟s spreads awareness about the city to people
 Toronto is a city that is characterized as having a busy
and fast paced lifestyle.
 It can be identified with people who have a busy work life
and constantly traveling from one location to another
 MMVA‟S takes around five days

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Global & Local Effects
 Tourism in turn effecting the local economy
- Effect on the Canadian Dollar value
- Decreased unemployment
- Money Circulation
 No long lasting effect on the over all Canadian economy
- Fairly small scale event.
 No evident effect on the global economy

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Global & Local Effects

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Global & Local Effects

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Magazine Advertisement
 The host for the 2012 MMVA‟s has not been announced
 The magazine advertisement is a campaign is called
“guess your host”.
 Provides the consumers with an opportunity to state their
opinion on who they think the MMVA host will be
 Creates interaction between the consumers and gives
them a sense of belongingness

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Magazine Advertisement
 Attempt to create a trending topic amongst teens, as
word of mouth can be very powerful
 Spread awareness to consumers about the award show
and increase viewership.
 Benefits MuchMusic as they get the opportunity to
research who consumers would want to see as hosts

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Target Market
 Demographics:
- Age group of 14 – 26
- Style and taste of music changes during late 20‟s
- No restriction to either gender
- Held in Toronto, multicultural city
- Does not target any specific ethnic culture

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Target Market
 Demographics:
- No specific income level, as tickets are free
- Wide consumer base as awards are presented to a
variety of artists
- Bring together „music lovers, , fanatics and loyalists

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Target Market
 Geographics:
- Urban or Sub-Urban areas
- Most consumers would be from either Toronto or the GTA
- The event does not restrict audience members from any
specific region
- Many fanatics can also come from further geographical
regions

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Target Market
 Usage:
- Since this event only occurs once a year it would be
targeted towards „heavy users‟
- Even those who fit in the low consumer usage category
could attend as it occurs only once a year and is a
memorable experience

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Target Market
 Psychographics:
- Spending time outdoors, enjoy the rush and excitement
as well as those who love music and celebrities
- Physically healthy and active in order to completely enjoy
the show, as it is held outdoors with thousands of
screaming fans

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Target Market
 Psychographics:
- The event is more of a „party‟ and so consumers who do
not enjoy the loud music and dancing atmosphere would
not be targeted.
- The music showcased includes only mainstream
- Heavy metal, rock or other forms of music fans will not be
targeted

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Impact On Industry
 MMVA‟s are one of the well known entertainment award
shows in the music industry
 It is presented by MuchMusic which is a well reputable
music channel in Canada
 1009000 viewers in 2011
 Celebrities gain media attention – platform and market
themselves

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Impact On Industry
 Gives celebrities from other parts of the entertainment
industry to be recognized
 An example of this would be during the 2011 MMVA‟s
where Taylor Lautner came on stage and marketed his
upcoming movie Abduction
 Cody Simpson also used the MMVA platform to help him
gain exposure in the Canadian market as an upcoming
pop sensation

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Impact On Industry

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Competitors
 Teen Choice Awards -
- Annual awards show that air on the Fox cable channel,
- Voted by teen viewers between the age group of 14 to 17
- The winners receive an authentic surfboard
- The Teen Choice Awards acknowledges not only those in
the music industry but also in sports, television and
movies.
- The MMVA‟s only recognize those who have had
successful and popular music videos

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Competitors
 Teen Choice Awards -
- The Teen Choice Awards only focus their marketing
strategies towards a narrow target market of those in the
age group 14 to 17
- MMVA‟s have a much larger target audience
- An important factor That the Teen choice Awards possess
is the fact that every year their surfboard awards are
designed differently,
- MMVA‟s do not have such a unique trophy

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Competitors
 MTV Video Music Awards-
- Award presented by the MTV channel to appreciate the best in
music videos
- Known to be an alternative to the Grammy Awards or Oscars
for youth.
- Targets those within the age group ranging from teens to
twenty‟s.
- The statue given to winners is an astronaut on the moon

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Competitors
 MTV Video Music Awards-
- MMVA‟s have similar target market
- Both award ceremonies only recognizes popular and top
charting music videos
- MTV Video Music Awards more well known
- The MTV Video Music Awards trophy is an astronaut on
the moon. This has symbolized not just the award show
but also MTV.

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Competitors
 Billboard Music Awards -
- Honor given by Billboard magazine
- Held annually in December until it went dormant in 2007,
- Finalists are based on year-end chart performance based
on sales, downloads and airplay
- MMVA‟s and Billboard Music Awards collaborate with
another organization

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Competitors
 Billboard Music Awards -
- The Billboard Music Awards have lost their credibility as
they went dormant in 2007
- Billboard Music Awards are not based on consumer
votes,
- Makes the viewers feel disconnected as their direct input
and opinions are not acknowledged.

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In The News
 Article
# 1: Justin Bieber provokes screams at
MMVAs
- Justin Bieber made a surprise appearance for his
girlfriend and MMVA host Selena Gomez
- Sent the crowd crazy
- "I want to say thank you so much to all my fans, you guys
are amazing," Bieber said.
- Lady Gaga won numerous awards that evening and was
blessed and felt very welcome and loved in Canada

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In The News
 Article # 2: Celebs arrive in style at 2011 MMVAs
- Arrival of stars on the MMVA red carpet
- First to arrive was pop/rock star Avril Lavigne
- Far East Movement arrived shortly after
- Marianas Trench arrived in hamster balls.
- Portrays their brand image of being
fun, playful, enthusiastic and unpredictable performers.

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In The News
 Article # 2: Celebs arrive in style at 2011 MMVAs
- Simple Plan also surprised their fans by arriving in a pink
limo stating,
- “We‟re trying to stay ahead of the curve - this look next
year is going to be massive,”

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In The News
 Article # 3: Nina Dobrev& Ian Somerhalder Hit the
2011 MMVAs
- The vampire diaries co- stars Nina Dobrev and Ian
Somerhalder attended the MMVA‟s
- The two were known to be presenters at the award show
- Nina Dobrev is a Canadian star and came out to support
the event held Downtown Toronto
- Promote the hit teen series Vampire Diaries

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In The News
 These three articles –
- Associate celebrities with the MMVA‟s
- The first one describes the way the
actors, actresses, music artists and others arrived to the
event
- Various things they did in order to portray their brand
image
- Gives readers a glimpse into what the MMVA‟s are like
and what its viewers can expect.
- Ian and Nina are presenting the award, gain publicity
and awareness about their show through a Canadian
award show
- The third article talks about the loyal fans

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Celebrity Endorser
 Selena Gomez best fit the MMVA image, and so we
chose her to be the endorser
 Already co-hosted the award show last year
 MMVA‟s and Selena Gomez have a very fun, youthful and
enthusiastic image
 She is a role model to her fans and an upcoming icon to
look up to
 While growing she is able to maintain a clean image.
 Has many celebrities interested in working with her such
as Demi Lovato

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Celebrity Endorser

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SWOT
 Strengths:
- MuchMusic share their assets with the Much Music Video
Awards - Buildings, equipment, camera crew etc.
- MuchMusic channel is a reputable music source in
Canada
- Direct competition is with MTV, Billboards and Teen
Choice.
- Sponsors provide them with sufficient financial funds and
resources, Doll&Dash, Got Milk, Stride etc
- Competitive Advantage- three stages making it interactive
for its viewers and audience members

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SWOT
 Strengths:
- Associate with Canadian celebrities such as, Justin
Bieber and Nina Dobrev
- Unique alliance with People magazine
- It also has a strong fan base as it includes all the
celebrities from various genres of music
- Free to attend the event
- No use of inferior technology

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SWOT
 Weaknesses:
- Not market leaders in the music industry
- Product line too narrow – only awards music videos
- Advertisements and sponsorships only source of revenue
- Set up for MMVA too time consuming and creates a
hassle downtown
- No unique Trophy

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SWOT
 Opportunities :
- Expand into television, sports and movies
- MMVA‟s can give new artists the opportunity to gain
exposure and build a fan base.
- Economic outlook is positive
- Presented in English
- Use social media to help create awareness about its
brand internationally and locally
- Attract top charting Billboard artists

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SWOT
 Threats :
- MMVA‟s competitors are equally growing and innovating
year by year.
- Too much time to set up causing a commotion Downtown
- Takes place in a very crowded area
- Weather conditions

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PEST
 Political :
- Political conditions of Toronto are very stable
- Important that the political conditions in US are also
stable, to avoid any traveling complications for celebrities
- EU has rapidly growing music industry
- Canadian government regulates the entertainment
industry
- Alcohol
- Children‟s television
- Multicultural and multi-religion city

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PEST
 Economical :
- Currently Canada is at the recovery stage from the
recession
- Stable inflation, high interest rates, increased
employment
- Exchange rates play a significant role
- CDN = 0.9626 US, 1 US = 1.0388 CDN (subject to
change
- Seasonal event

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PEST
 Social :
- Toronto is a multicultural city
- Event takes place during the summer
- Is in English which is a universal language
- The roles of men and women in the music and
entertainment are both equally dominant
- Life expectancy is rising in Canada
- Crucial to be environmentally friendly for MMVA‟s

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PEST
 Technological:
- MuchMusic Video Awards is the same technology that is
used by the MuchMusic channel
- Do not have any significant or special technology that
would make them a market leader.
- Build three separate stages yet still maintain excellent
communication and harmony throughout the show.
- Outsourcing would not be a suitable option

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Commercial
 http://www.youtube.com/watch?v=H50Cw-
o86TA&context=C3844b86ADOEgsToPDskJvj1S-
sLi0gC1doNuRiGOj

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Thank You