MTV 81 brings Japanese pop culture to a global audience

MTV 81 targets 18- to 34-year-olds worldwide and will leverage MTV Japan’s connection to music, fashion and pop culture while offering an internationally focussed insiders’ point of view on what is shaping the pop culture landscape in Tokyo, Kyoto, Hiroshima and other cultural hot spots. 

“MTV 81 was designed to provide a curated connection to Japanese pop culture for audiences all over the world,” said Ji Hee Nam, vice president of digital for VIMN Asia. “2012 has been a watershed year for Asian music, and Japan has often been cited as a hotbed for creative inspiration. We see MTV 81 as a way for Japanese artists to develop a stronger and more passionate global following and broaden their international fan base.”

MTV 81 was created in collaboration and partnership with Dentsu, and supported by advertisers including Intel and Daiichikosho.

Led by music journalist and editor Mark Jarnes, the editorial team for MTV 81 gathers music writers, bloggers, label executives and editors at some of Japan’s leading English-language publications, including The Japan Times and Time Out Tokyo. 

MTV 81 original productions are supported through a partnership with 2.5D, the Shibuya-based digital production and studio facility. 2.5D will work with the MTV 81 editorial team to produce artist and performance specials such as MTV 81’s beta-phase launch event featuring performances from Miyavi and FPM.