With the 2018 MTV Video Music Awards (VMAs) a little over a month away, MTV has teamed up with digital celebrities to announce this year’s nominees via Instagram‘s brand new video platform IGTV. Participating creators included Tessa Brooks, Bretman Rock, Scotty Sire, and Toddy Smith, who count a combined 22 million followers, per Adweek.
The aforementioned stars created vertical videos announcing the nominees in each of the VMAs’ 18 categories, including ‘Artist of the Year’, ‘Best New Artist’, and ‘Video Of The Year’ — which has nominations stacked with clips that made huge viral splashes, including Childish Gambino’s “This Is America” and The Carters’ “APES**T.”
According to Jacqueline Parks, CEO and EVP of digital studios for MTV, the network decided to partner with Instagram influencers and IGTV because younger fans are “flocking” to Instagram.
Parks doesn’t seem to be the only one who thinks so. Adweek noted that IGTV’s content creator partners include everyone from National Geographic to Kim Kardashian West. Lauren Wirtzer Seawood, head of music partnerships at Instagram, told Adweek that IGTV is “an innovative way to tap into those fan bases and create fully immersive, long-form content that will resonate really well with those fans.”
MTV will stream the 2018 VMAs live on August 20.