CMT — S**T happens. We sing about it

After Viacom International and CBS merged in 2000, CMT found itself within the cool-obsessed MTV division, perceived as an uncool and outdated red-neck orphan. Although CMT had a respectable subscriber base of approximately 40 million homes, its audience primarily consisted of the over-35 country-radio demographic, lacking the appeal of a younger, sexier audience. Moreover, CMT's identity failed to reflect the evolving shift in Country Music, which was becoming more raw, edgy, and embracing elements of pop and rap.

Designed at Territory, NYC

THE MAN IN BLACK

There were many things happening in country music—like Johnny Cash releasing his video for ‘Hurt’ and Loretta Lynn teaming up with Jack White—that made it a good time to get rid of stereotypes. They made some of the rawest country ever, music that shattered demographic and genre barriers. Inspired by Johnny Cash’s raw, brass attitude, our new identity cut down Country Music Television to a more modern CMT. The tagline ‘Shit happens, we sing about it’ became the mantra for the brand. An identity was created on and off screen, ensuring the brand was given a more rugged, distressed look that practically swaggered.

“Shit Happens. We sing about it”

—CMT

DOLLY PARTON

The Flame Worthy Awards hold a prominent position among music events in the USA. To introduce our rebrand, we made a splash at the event by showcasing unique elements. Wooden invitations, custom beer bottles, and limited edition LPs were used to create a memorable experience for attendees.