PERFORM. CREATE. COLLABORATE. LENOVO AND MTV INVITE MALAYSIA’S MILLENNIALS TO MAKE MUSICAL HISTORY IN ASIA

World’s #2 PC maker and MTV launch the Lenovo-MTV CO:LAB, an integrated social platform for Millennials to showcase their musical talent and stories through technology

MALAYSIA, 25 February 2013 – Lenovo, in collaboration with MTV, today announced the launch of the Lenovo-MTV CO:LAB, an integrated social platform that will enable the most progressive, creative and talented Millennials from Malaysia to share stories about their communities through music. Winning Millennials will connect and collaborate using their different skill sets in order to showcase their talents through an original MTV music video production relating to the theme of the “Pulse of the World”.

Leveraging the resources provided by Lenovo and MTV, the concept of the six-month platform is to enable Malaysians to connect with like-minded individuals with different artistic skills across DJs, Vocalists/Instrumentalists, Film Makers or Motion Graphic Artists, where the winning talents across these four categories are determined by public votes through the Lenovo-MTV CO:LAB website and regional mentors. The platform that will go across TV and online, will be run simultaneously across India, Japan, Singapore, Malaysia, Indonesia, Thailand and the Philippines.

Building on Lenovo’s “For Those Who Do” brand campaign, and MTV’s deep knowledge of music, lifestyle and the Millennial generation, Lenovo-MTV CO:LAB will inspire and encourage Malaysians to take action, connect, collaborate and create music using technology.

To help support participants, Lenovo and MTV have assembled a panel of local and regional mentors, each of whom are established leading individuals in their respective areas of expertise.  Mentors will play an important role throughout the entire campaign, sharing their valuable experience and knowledge in order to guide and inspire country and regional winners. Acclaimed contemporary design and art collective, PHUNK and renowned international DJs, Brendon P (The DJ Dispensary) and Matty Wainwright (The DJ Dispensary) will act as regional mentors throughout the campaign, as the public vote for their favourite talent

MTV has been instrumental in discovering untapped talent in the past. Just recently, musical sensation Ebony Day became the first unsigned artist to win MTV’s “Brand New” for 2013 where she was awarded a dedicated on-air spotlight, online profile page on MTV and an invitation to perform at an MTV live showcase. Lenovo-MTV CO:LAB will similarly seek to propel talented Malaysians into the musical spotlight here and in the region.

“Lenovo-MTV CO:LAB aims to inspire Millennials to take action and turn their dreams to reality,” said Khoo Hung Chuan, Country General Manager, Lenovo Malaysia.  “Both Lenovo and MTV are innovative companies, with dynamic brand personalities, that are focused on the Millennial generation who don’t just dream about achieving, but go out there and do. We chose to collaborate with MTV because it is the iconic destination for global Millennials and represents the sweet spot for music and entertainment for Millennials.”

“We take pride in making the right connections as we engage with the Millennials, the youth today. The collaboration with Lenovo on Lenovo-MTV CO:LAB, reflects a clear brand synergy between us as we continue to promote and reflect local cultural tastes and music talents. MTV’s wealth of research has shown that technology is an enabler for our audience. Technology doesn’t make Millennials who they are, but it lets them be who they are. Lenovo-MTV CO:LAB is a great initiative that shows how we make that happen as we bring together technology and creative, talented young people,” said  Tan Sian Ju, Vice President of MTV & Comedy Central Brands, Viacom International Media Networks Asia. “The next six months will be an exciting partnership as we support each participant in their collaboration and showcase of their creative talents. We can’t wait to see what talents will surface through Lenovo-MTV CO:LAB!”

In order to engage and excite audiences in Malaysia, a full-scale promotional campaign will be run by Lenovo and MTV throughout this collaboration. This will culminate in MTV airing the final music video as a showcase of the winners’ talents for a period of eight weeks in Malaysia.

In addition to having access to mentors, attending a five-day workshop and being part of a regional promotional campaign, regional finalists will also have the opportunity to be profiled in local and regional media.

For more information about Lenovo-MTV CO:LAB contest mechanics and official rules please visit: http://www.project-colab.com/