The annual ritual of Spring Break never stopped but MTV’s Spring Break took a hiatus for a few years, but it has now returned right back to where it started in Cancun, Mexico. The events will be held March 19-21 at the Grand Oasis Hotel. The return is a part of MTV’s plan to grow its live events business and follows the acquisition of the SnowGlobe Music Festival with the ultimate goal to go beyond cable and recapture the attention of the notoriously difficult to access millennials. MTV issued the following press release:
“MTV SPRING BREAK” TO RETURN IN 2019
Global Youth Media Brand Further Expands Live Events Business Following Acquisition of SnowGlobe Music Festival
NEW YORK – November 14, 2018 – MTV today announced it will bring back its legendary “MTV Spring Break” in 2019, expanding its fast-growing live events business on the heels of its acquisition of SnowGlobe Music Festival. The all-new “MTV Spring Break” will be held March 19th-21st at the Grand Oasis Hotel in Cancún, Mexico featuring its signature mix of high-energy performances, surprise celebrity guests, and thousands of young people from around the U.S. For the first time, MTV will also concurrently host alternative Spring Break events for the rising tide of young activists who use their free time to give back.
“MTV Spring Break” is among the most storied franchises in MTV history, having hosted artists from Lil Wayne to P!nk along with thousands of young people in locations throughout the Caribbean and American South. It joins MTV’s fast-growing portfolio of events across the globe, which attract more than half a million attendees each year. From the “MTV EMAs” which travel to a new city each year to the “MIAWs” in Mexico and Brazil or “Isle of MTV” in Malta, MTV produces more on-the-ground, live music events around the world than any other global youth media brand.
MTV’s rapid expansion of its live events business marks its latest step to build on its resurgence and diversify and grow beyond cable. MTV currently leads all cable networks in ratings growth, driving its longest streak of growth in seven years. In June, MTV launched MTV Studios, which develops original series for SVOD and premium partners and recently announced a global reimagination of MTV’s Real World for Facebook Watch. The new MTV Digital Studios is generating strong growth across platforms, doubling video streams in 2018 to date and growing to more than 350 million social media followers. (MTV)