MTV Taps YouTubers Our2ndLife to Promote 2014 MTV Movie Awards
In the year 2014, Conan O’Brien will host the MTV Movie Awards. According to Variety, the former-music-network will also use YouTube comedy group Our2ndLife to produce promotional videos for the show in advance of and during the event, which is set to broadcast on Sunday, April 13 beginning at 9pm ET.
It’s a logical move for MTV, which ostensibly wants to get younger demos to watch the awards show. What better way to do that then enlisting popular creators that teens are already watching online?
Our2ndLife, which is networked with and managed by Fullscreen, consists of six dudes: Connor Franta, Ricky, Dillon, JC Caylen, Trevor Moran, Sam Pottorff, Kian Lawley. Together, the crew creates a variety of sketch-comedy videos on YouTube. The channel has grown to more than 1.5 million subscribers and 142.9 million lifetime views since launching last year. That’s just the main channel, though, as most of the members of the group have individual channels that reach anywhere from 200,000 to 2 million subscribers.
For the MTV Movie Awards, the group will show up in “Nominee Rundown,” a video that will go live after the nominees are unveiled this Thursday, March 6. In the run-up to the show, Our2ndLife will create show-related sketches that will air during MTV’s morning program “AMTV” and be made available on MTV’s digital platforms and group’s network of channels.
During the night of the telecast, the group will serve as “social correspondents” for the red carpet. Our2ndLife will also have a role in the awards show itself, though exactly how is yet to be determined, per Variety and MTV.
While not related, MTV isn’t the first Viacom-owned property to look to the YouTube ecosystem. As we first reported, sister cable network Nickelodeon has shot a pilot with The Fine Brothers, who are also networked with Fullscreen, based on their popular “React” video franchise.Tags: comedy, conan o'brien, Events, fullscreen, MCN, MTV, mtv movie awards, music, our2ndlife, youtube