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MTV Networks and Swatch have upgraded the Swatch MTV Playground online artistic community they first rolled out last year.
The new website is available in 17 languages and will showcase innovative events and design, as well as new and emerging talent from around the world, with the aim of becoming the go-to place for the latest news in animation, music, film, fashion, print design, motion graphics and illustration.
“Art has always been an important pillar of the Swatch brand’s identity and we’ve always had a very democratic sense of contemporary art,” says Arlette-Elsa Emch, the company’s president. “The Swatch MTV Playground has offered unique access to MTV viewers and other creative communities via an original online space where people can engage with the brands and discover the latest and greatest artists and creative from around the world.”
Viacom, owner of MTVN, has launched a digital seeding campaign and global PR initiative to drive traffic to the destination which will also feature ongoing news, information and interviews with ‘creative heroes’, trendsetters and emerging talent. Artists can also upload and comment on work through a partnership with creative professional platform Behance.
Swatch MTV Playground has also launched a competition which tasks visitors with using an online design tool to get creative using a Swatch watch as a canvas. First prize is an art-filled trip to Shanghai.