MTV FRIDAY LIVESTREAM
Art Direction / Design
MTV's Friday Livestream was a 24-hour interactive music video event, blending nostalgic throwbacks with current hits to engage a global audience. As Creative Director, I led the development of the show's visual identity, including the branding style guide, motion graphics, social media templates, and overall aesthetic. This also involved collaborating with vendors to create a mobile app experience that extended the livestream's engagement onto mobile platforms.
The livestream, reminiscent of TRL, had a focus on digital fan interaction, with viewers requesting videos via social media, participating in a 'Request Room' watch party. This drove massive engagement, with over 1 million chat messages weekly and 80% of the audience from outside the US. The show garnered 40 million minutes of watch time, 106k new subscribers, and became a platform for emerging artists. The livestream effectively created a global community around music, driven by fan participation and a dynamic, interactive format.
This was also the first major digital franchise to utilize the newly created MTV redesign.
Design Team:
Rich Tu – VP Digital Design
Gavin Alaoen – Creative Director Social & Digital Design
Lilian Baldorado – Design
Maria Pulgarin – Design
Matt Ryan – Senior Motion Design Designer
Dani Spagnoli – Livestream Operations
Vendor:
GenVid
