The creation of the new division recognizes work that has already been done by MTV Networks staff with music labels and independent artists. As an informal group, the staff has already managed to integrate music across a number of programs over time, building consumer awareness in a natural, organic way.
Amy Doyle, the executive vice president of music and talent for MTV, said the group can create "a trajectory for artists that can start with a high-profile placement in "The Hills" and lead to a performance opportunity on the VMA's. like we did with the Ting Tings and Katy Perry."
MTV pointed to successful integration of band The Academy Is... in "The Hills," which included five song placements and identifications and the video premiere of "About A Girl" during a credits sequence. According to MTV, this helped raise the single from the 98th spot on the iTunes Alternative Music Chart to the 18th spot about a week later.
One of the biggest bumps came when the White Tie Affair was featured in "The Hills," leading to a 2,000% increase in album sales.
The group also integrated the band Little Jackie into VH1's "New York Goes to Hollywood" as the theme song for the series, complemented by a full promotional spread via VH1 News and VH1 Top 20 Video Countdown, as well as online.
The Ting Tings had their song "That's Not My Name" integrated into MTV's "The City"--driving increases of 23% and 45% in album sales and digital album sales, respectively.