MTV Turns Spring ‘Break’ Into Spring ‘Fix’

This is the week. The week where teens and Millennials nation-wide have a week off from google docs, dropbox-ing, wikipedia-ing, and all-night crash study sessions. For college and high school students, the end of March is synonymous with two words: Spring Break! And we’ll be here covering it from all angles. We’ll hear from American screenwriter and novelist, Kirsten Smith, responsible for teen hit sensations like 10 Things I Hate About You and Legally Blonde. We’ll also hear from one of our YAB members, Nathan who resides in the Bahamas, on how this American ritual is expressed in his hometown. Finally, we will also be revieiwng the movie sensation, Spring Breakers

Today, we have an exciting interview with Noopur Agarwal, VP at MTV Public Affairs. We had the chance to talk to her about MTV’s newest Spring Break initiative, “Spring Fix”. 

Partnering with United Way and mtvU, MTV is hosting "Spring Fix," an alternative to the traditions of spring break in areas affected by Hurricane Sandy. MTV will bring 50 college students to the New York / New Jersey area to help rebuild communities devastated by the storm. "Spring Fix" will take place from 3/17 – 3/23, and include a special free concert at Six Flags Great Adventure in New Jersey featuring Ne-Yo. MTV cameras will be on the ground capturing all the "Spring Fix" activities, and the network expects celebrities, politicians and more to stop in and take part. 

 

Spring Fix seems like such a great initiative, can you tell us how this campaign came about? Can you also tell us a little bit about your partnership with United Way and how that came to fruition?

Following Hurricane Sandy, MTV hosted an hour-long fundraising special, “Restore the Shore,” featuring dozens of stars, artists and organizations committed to…

 
 

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The Newsfeed

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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