BET has historically been on the pulse of music and pop culture. 2010 will be no different, as the network is initiating a campaign to showcase new, groundbreaking music and talent. Today, record-breaking artists like Mary J. Blige, Beyoncé, Usher and Jay-Z are household names and synonymous with greatness; but wouldn’t it have been incredible to have caught a glimpse of their star power before they were stars?
Music Matters, a multi-part campaign, will focus on introducing noteworthy music across BET Networks (on-air and digital), and will feature multiple 30-second and 60-second spots. These vignettes will air as credit squeezes, on-air promos and on-demand streams online and via mobile. The focus will be on established contemporary soul artists, as well as new, up-and-coming artists we believe have the potential to be the next BET superstar.
There will be varying parts of this campaign, such as the debut of new music videos on the network; biographical packages focusing on artists’ lives; and alternate packages narrated by celebrities, industry insiders and peers focusing on artists’ professional careers. Music to be considered for the Music Matters campaign will be uploaded to BET.com and BET’s Mobile Web site through the “Ya Heard” portal or through the traditional music video submission process.