MTV builds virtual worlds with Garnier

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Viacom's MTV has detailed its progress on the virtual-worlds front during a keynote at the Virtual Worlds conference here Friday and said it is partnering with Garnier Fructis for a promotional contest.

The contest, dubbed I Want My Music on TV, will allow aspiring artists to upload a profile and music to IWantMyMusic.com, where users will vote on their favorites. Admissions will be accepted through April 27, and the top six vote-getters, who will be revealed May 5, will have the chance to be featured on-air at the network.

In addition, Garnier Fructis will sponsor a virtual Rock YourStyle Lounge on MTV's virtual worlds site at vmtv.com. The destination will feature music videos and a virtual hairstyling feature provided by the beauty products company.

Jeffrey Yapp, executive vp at MTV Networks Music and Logo Enterprise Group, who delivered Friday's keynote, also said the network will launch its Virtual Lower East Side in the summer, which has been in beta for the past few months. This offering, which finds the network pairing with Vice magazine, is an online representation of the artist-friendly Manhattan neighborhood featuring virtual clubs and cityscapes.

MTV also has virtual world extensions to its shows "The Real World," "The Hills," "Laguna Beach" and "Pimp My Ride."
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