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Brief Published: 19 Sep 2012

MTV launches District Style Destination


Imagine having access to US cable channel MTV’s pop-culture-rich archives, including a back catalogue of music and fashion. That’s the promise of its new site DistrictMTV.co.uk, slated to launch in October in the UK, Italy, France, Germany and Spain. The platform will draw on the Viacom-owned channel’s content to help readers discover, curate and explore global fashion and music talent.

“We’re embracing MTV’s long-held passion for discovering and supporting emerging talent, to bring music and fashion fans the most exciting creators from around the world,” said Melanie Hick, editor-in-chief of District MTV. “We’re in a unique position to deliver incomparable archive content, be a source of global stories and gain access to the biggest as well as rising stars. District MTV will be the home of pop style, a place where you can discover, rediscover, create and collate your own world of global style.”

With youth-oriented media brands taking the initiative early on to establish their online authority and digital platforms, such as Dazed & Confused magazine’s DazedDigital site, MTV’s new launch will strive to find a niche, marrying music and fashion.


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