Publication: Fast Company
Title: Innovation Agents: Dermot McCormack, EVP Digital Media, MTV Networks Music & Logo Group
Article by: Lidia Dishman
Dermot McCormack talks about how, since he joined MTV in 2009, he has helped to develop MTV for the new generation, mostly through digital means. He has allowed it to grow through social media integrated marketing.
McCormack explains, “It was about how we retool to grow our audience beyond the core TV property. No one had established themselves as go-to destination for content and storytelling around music beyond a download service or store. That’s what we did.”
He also talks about the importance of making an emotional connection (making reference to music programs such as Pandora, which are based on algorithms) between the music and the audience. Through social media, MTV will be facilitating more direct communication between artists and consumers.