MTV announced today a slate of exclusive cross channel programming initiatives that span multiple screens timed to the release of My Chemical Romance’s forthcoming album, Danger Days: The True Lives of the Fabulous Killjoys, including the video premiere for the band’s new single “SING” on November 18th, a live-stream performance of the band’s record-release party on November 22nd, programming takeovers on MTV2, mtvU, and MTV Hits, and being named the MTV PUSH artist for the week of November 29th.
The celebration will officially kick off on Thursday, November 18th, when MTV exclusively premieres the band’s new music video for their new single, “SING” at 7:56 P.M. ET/PT. The video will debut shortly thereafter across MTV channels including MTV2, MTV Hits, and mtvU, as well as internationally. VH1 will debut the video on November 20 as part of its Top 20 Countdown.
On November 22nd, the day of the album’s release, MTV.com and VH1.com will host an exclusive global live stream of the Live Nation event “Live in LA: My Chemical Romance” in which the band will debut tracks from Danger Days as well as fan favorites from their entire catalog. The concert, which will be made available to a global audience, will be available for free live streaming on the homepages of MTV.com and VH1.com beginning at 10 P.M. ET/7 P.M. PT. countries. During the live stream, fans can interact through a myriad of social media avenues. Fans in the UK and Ireland can view the show at MTV.co.uk.
“We are really excited to partner up with MTV for the “SING” video and the record release party for Danger Days,” says My Chemical Romance frontman Gerard Way. “The MTV platforms have always supported us and is amazing at getting our music and videos out there to our fans around the world, and we can’t wait for them to share this event with us.”
MTV2 will kick off a week-long My Chemical Romance takeover beginning November 22nd that will feature a variety of programming initiatives including music videos, exclusive interviews, and more. Subsequent takeovers will also take place on mtvU and MTV Hits.
The band has also been selected to serve as MTV’s PUSH artist for the week of November 29th. MTV will use its massive on-air and online reach to bring fans unparalleled access to the band ranging from live performances, music videos, interviews, and exclusive footage.