EJ Panaligan editor To drive tune-in and engagement for Sunday’s Video Music Awards telecast, MTV is turning to TikTok, Roblox and other social platforms to get the conversation started and keep it going after the Moon Man statuettes are handed out. The VMAs are the “social media Super Bowl” for MTV and the team behind the VMAs has done more extensive work than ever before in the social realm in an effort to pull out all the stops for this year’s bash, according to Tyler Hissey, senior VP of digital marketing for Paramount Media Networks and MTV Entertainment Studios. Social media chatter about the VMAs is up 121% from where it at the same point in 2021. Online voting for the event is up 10%.
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