MTV turned to IGTV, Instagram’s new stand-alone long-form video app, and partnered with social media influencers to reveal the nominations for this year’s Video Music Awards.

The campaign marks the first time an awards show has used the new platform in this capacity.

“Our target market is younger, and our fans are younger, and they’re flocking to Instagram,” Jacqueline Parkes, CMO and executive vp, digital studios for MTV, VH1 and Logo, told Adweek.“It was a no-brainer for us to go to IGTV.”

For the launch, the network partnered with popular Instagram users including Nyle DiMarco, Tessa Brooks, Bretman Rock, Scotty Sire and Toddy Smith. With a combined reach of more than 23 million followers, they all created custom videos for the reveal.

“From live parrots to gospel choirs, workout videos to bathtubs filled with rubber duckies, each of the creators was tasked with revealing a category and its nominees in eccentric vignettes that emphasize that everything might happen at the VMAs,” according to MTV.

Nominees across the 12 gender neutral categories include Cardi B, The Carters, Childish Gambino, Drake and Bruno Mars.

MTV also launched a promo featuring a choir and the tagline ‘Everything might happen’ to announce live voting for Artist of the Year nominees.

The VMA’s will air live from Radio City Music Hall on August 20 at 9 p.m.



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