MTV: In My Room Events

In 2011, MTV reached out to Yours Truly to help launch their indie music focused online platform—MTV Hive.

In an effort to bolster MTV’s "indie music" cred, we produced a series of french-kiss intimate events featuring performances from future superstars at home.

To develop unique experiences for each show, we sourced unusual homes (and even a boat) where our team of designers and builders created original stages for each artist.

During our two-year campaign, MTV looked to Yours Truly to tap up-and-coming musicians worth championing. Our stages hosted shows early in the careers of Kendrick Lamar, Kurt Vile, Gary Clark Jr., Cults, Twin Shadow, Alabama Shakes, Icona Pop, Daughter, Sky Ferriera, The Head and the Heart & Charlie XCX.

During SXSW and CMJ Music Festival in New York, MTV announced these pop-up shows day of. With Twitter, we engaged fans to submit questions they’d pose to their favorite bands. Fans with the best tweets won a group escort to the private locations in town.

Alongside the band’s biggest fans, Yours Truly invited a handful of bloggers, tastemakers and influencers from the music community to take part in the experience.