LOS ANGELES — MTV is harnessing its roots in the pop music world to showcase a crop of rising artists with its annual "Artists to Watch" campaign, selecting acts from across the world to bring to its youth audience.
British alt-pop band Bastille, Scottish electro-pop group Chvrches and girl group Fifth Harmony are three of 12 up-and-coming acts chosen by MTV as ones to watch.
The "Artists to Watch" program helps expose rising stars in the music world to MTV's target audience, and is an evolution of the network's early intentions to showcase artists making waves in the pop music zeitgeist.
"Music videos are still an important part of a music experience, but it's not everything," Amy Doyle, MTV's executive vice president of music and talent programming said.
"We really took the cue from the audience and they don't want just music videos. They really want to get to know the artist through their interviews and live performances," Doyle added.
Bastille and Chvrches have both been gaining prominence in the United States through live performances and radio play, while Fifth Harmony, formed on U.S. reality TV talent competition "The X Factor," has found an audience through the show's fan base.The format gives each act a two-week slot in which the artist or band is showcased across the network's music TV channels and online and social platforms.