MTV has announced the MTV EMA, its global awards show that celebrates the world’s hottest musical acts, will be held next year in Milan, Italy, as part of the Expo 2015 activities. The announcement comes just one day after MTV staged a successful 2014 EMA in Glasgow, Scotland.
During the awards show last night, Nicki Minaj announced the 2015 MTV EMA will be held at the Mediolanum Forum in Milan on the 25th of October. Italy and the city of Milan will serve as the official location for Expo 2015, the Universal Exhibition, and the MTV EMA will close out a year of international events taking place in Milan.
It will be the second time that MTV’s premier international awards show will be held in Milan and the third time Italy has played host to the show. The MTV EMA, which is staged in a different city each year, last visited Milan in 1998 and Rome in 2004.
“We’re thrilled to bring the 2015 MTV EMA to Milan – an iconic city where art, fashion and music collide, and home to the World Expo,” said Bruce Gillmer, Executive Vice President of Music / Talent Programming and Events for Viacom International Media Networks, and Executive Producer of the MTV EMA. “One of the world’s biggest cultural capitals, Milan will undoubtedly set the stage for one of the biggest global music events of the year.”
“Young people are the key players of today and tomorrow and the main recipients of the message of Expo Milano 2015,” explained Roberto Arditti, Institutional Affairs Director of Expo 2015 Company. “Involving them in the issues at the heart of the Universal Exhibition and stimulating their curiosity about the world they live in, where they will build their professional and personal future, is one of the purposes of this extraordinary event that Milan will host in less than six months. MTV has the position and the right enthusiasm to be able to reach these important target visitors – we are expecting at least 2 million students – and to give the Expo Milano 2015 a long-lasting legacy”.
“The MTV EMA excites huge interest amongst Italian fans, so it’s fantastic to be able to bring the show back to Milan,” said Raffaele Annecchino, Executive Vice President and Managing Director VIMN South Europe, Middle East & Africa. “The 2004 show in Rome was a huge success. Now, we’re looking forward to delivering an even bigger and better experience with the 2015 MTV EMA in partnership with EXPO, bringing thousands of people from around the world to Milan.”
MTV and Expo Milano 2015 have also created a new co-branded on-air and online campaign that will be aired on MTV channels and platforms across Brazil, South Korea, Japan, China, Russia, UK, France, Austria, Germany, Switzerland, Spain, Argentina, Holland and Italy. The campaign has been produced by I AM A BEAN s.r.l.