MTV Press Release
MTV's Choose or Lose and Major Video Game Publishers Present ``VG Unity: Stand and Choose'' Music Video Encouraging Young Adults to Vote in 2004 Presidential Election
NEW YORK--(BUSINESS WIRE)--Oct. 5, 2004--
Animated Music Video Featuring More Than 50 Video Game Characters, Performing as "VG Unity," to Premiere on MTV's TRL and mtvU on Wednesday, October 6th
MTV: Music Television today announced the release of "Stand and Choose," a non-partisan, animated music video created in cooperation with 12 major computer and video game publishers and featuring more than 50 video game characters encouraging young people to vote in the upcoming Presidential election. The music video will premiere on MTV's TRL and mtvU (MTV's college network), as part of MTV's larger "Choose or Lose: 20 Million LOUD" campaign, on Wednesday, October 6th. The video will also go into rotation on MTV, MTV2, mtvU, MTV.com, Spike TV, and The N, as well as MTV's video on demand on Comcast and wireless platforms. "Choose or Lose: 20 Million LOUD" aims to get 20 million young people aged 18-30 to vote this November.
From October 6th through 11th, VG Unity can be seen online exclusively at the PRElection on the Choose or Lose section of mtv.com. The PRElection, a national online election for young people to learn about and choose between Senator Kerry and President Bush, helps participants register to vote in the real presidential election through a specially-developed dual registration system.
VG Unity represents a unique effort among some of the industry's major game publishers to encourage political engagement. "Stand and Choose" was written and produced by acclaimed producer Ross Robinson who has worked with such artists as Limp Bizkit, Korn, and most recently The Cure. The music video was produced and directed by Tony Shiff, who also produces "Video Mods" for MTV2. "Stand and Choose" features some of the most popular video game characters, including the stars of The Sims, BloodRayne, Mortal Kombat, SSX3, Leisure Suit Larry, Sonic Heroes, SpongeBob SquarePants, Outlaw Golf 2, Crash Bandicoot, Tomb Raider, Unreal(R) Tournament 2004, DRIV3R(TM), Splinter Cell, Tony Hawk's Underground 2, Psi-Ops: The Mindgate Conspiracy, and many more.
"The 'Stand and Choose' video is a unique piece of our ongoing 'Choose or Lose' campaign," said Ian Rowe, VP of Strategic Partnerships & Public Affairs at MTV. "Video games are a great way to connect with our audience, and we're happy to have the cooperation of major video game publishers in raising awareness of the importance of voting and getting involved."
"Video games and MTV are both enormously popular with young adults of both genders, so using video game characters to encourage voting among this age group is a natural fit," said Douglas Lowenstein, president of the Entertainment Software Association (ESA), the trade association representing U.S. publishers of computer and video games. "'Stand and Choose' is a creative, non-partisan way to reach the generation that has grown up both wanting their MTV and playing computer and video games."
Bruno Bonnell, Chairman and CEO of Atari, Inc., who inspired the concept of this project by suggesting to MTV that the companies join forces for a public affairs initiative, commented, "We are excited to be a part of such an amazing music video. As an industry, we have a special relationship with young adults. VG Unity combines our reach with that of MTV, creating a unique opportunity to motivate the young adult audience to take action."
Originally launched in 1992, "Choose or Lose" is MTV's comprehensive pro-social campaign to inform young adults about the political process, voice their most urgent political concerns, compel leading Presidential candidates to address those concerns, and mobilize massive numbers of young adults aged 18-30 to register and vote. In 2004, MTV's "Choose or Lose" on-air and off-air programming will include regular news segments, issue-based specials, candidate interviews, primary and convention coverage and grass-roots events, and will culminate with an election night wrap-up. 20 Million LOUD! is a national campaign of hundreds of organizations, including MTV, that aims to mobilize more than 20 million young adults age 18 to 30 to vote and be a deciding factor in the 2004 presidential election. Throughout the year, 20 Million LOUD! partners will conduct a series of high-profile, high-impact events on television, online and in communities across the country.