HITS Daily Double
"We want our audience to get music from all three platforms that complement and drive traffic to each other."
——Tom Calderone, Sr. VP Music & Talent Programming


Channel’s Rap Coverage Goes Full Circle On Its 20th Anniversary
Call it rap-around programming.

MTV360—the vaunted multimedia convergence initiative incorporating MTV, MTV2 and MTV.com—will launch a full week of hip-hop programming, April 30-May 6, including a 20-year anniversary rap special.

MTV Sr. VP Music and Talent Programming Tom Calderone said: "We want our audience to get music from all three platforms that complement and drive traffic to each other."

  • MTV celebrates its 20th birthday with "MTV 20: Grab the Mic—A Hip-Hop History," debuting May 5 at noon (ET/PT). This one-hour look back on hip-hop’s role on the channel features Eminem, Dr. Dre, Puff Daddy, DMX, Snoop Dogg, OutKast, Busta Rhymes and Ice Cube, among others.
  • There will also be five other specials on the channel: MTV News’ "Hard Rhymes: High Stakes" (5/1, 10:30 p.m.), a look at the world of hip-hop celebrities and their legal problems; "MTV Cribs: Best of Hip-Hop" (5/3, 10 p.m.), a "lifestyles of the rap rich and famous"; "Def Jam Uncensored" (5/5, 1 p.m.), a history of the influential rap label; "MTV Cribs Presents: How to Live Large" (5/5 2 p.m.), offering a glimpse of what rap stars spend their cizash on; and "MTV News After Party" (5/5, 4 p.m.), a behind-the-scenes peek at backstage antics on the current OutKast/Ludacris/Xzibit tour.
  • MTV2 will present "Hip-Hop Artists 2 Watch" (4/30, 10 p.m.), hosted by Rawkus up-and-comer Talib Kweli, while Mos Def will be the special guest host of "MTV2 Hip-Hop" from 5/1-5/4 at 10 p.m., spinning hip-hop videos.
  • MTV2 will present an entire weekend of hip-hop (5/4-6), featuring performance specials from DMX, Lauryn Hill and LL Cool J.
  • Other MTV2 hip-hop week specials include "Hip-Hop Video Hits" (5/5, 3 p.m.) and "Legendary Lyricists" (5/5, 9 p.m.), hosted by Redman, devoted to the greatest rap writers of all time, including Rakim, Notorious B.I.G. and Eminem.
  • MTV.com will present an interactive timeline featuring the greatest artists and events in hip-hop history.
  • The online site will also present the MTV/ Def Jam "Deffest CD of All Time" contest, with fans given an opportunity to pick the label’s greatest hits to create the ultimate compilation.
  • The site will also host two rap webstations, as well as exclusive pics from "MTV Cribs: Best of Hip-Hop" special and detailed information on all MTV and MTV2 Hip-Hop Week programming.
  • MTV360 got underway with Radiohead and Dave Matthews Band promotions and will now zero in on Universal artist Stella Soleil’s new album, "Dirty Little Secret."
  • The Soleil promotion also includes performances on MTV’s "Hot Zone," "TRL" and Summer Beach House; MTV2’s "Wall To Wall Women Week" (4/24-5/1) and "Women To Watch" special; and an MTV.com online chat featuring a download of the single and photo flipbook.

MTV President Van Toffler added: "We’re jumping out early, providing exposure, depth and unique content on three different platforms. It’s a combination of a unique act and solid label commitment—not to mention Sumner Redstone wants to date her."