New York, NY (Rap Newswire) August 22, 2008 ----MTV New Media teams up
with "Hustle & Flow" director Craig Brewer to bring viewers an online
music drama series dedicated to the Memphis music scene
From Elvis Presley and Isaac Hayes to Three 6 Mafia and Justin Timberlake,
Memphis has a long history of nurturing diverse musical acts. MTV New Media,
a division of Viacom's MTV Networks (NYSE: VIA, VIA.B) is set to explore
the modern-day incarnation of Memphis, Tennessee's legendary music scene
with a groundbreaking, music-driven episodic series created by "Hustle
& Flow" director and Memphis-based filmmaker Craig Brewer. The series,
"$5 Cover," glimpses into the lives of young modern-day artists working
to make their mark on the storied musical landscape those legends created
-- all the while creating drama of their own over 15 digital episodes as
they fight for love, inspiration and rent money.
Set in the clubs, all-nite cafes, no-tell motels and woolly neighborhoods
of present-day Memphis, the series is about music discovery and raw content.
The characters play themselves and perform their own music, with each episode
incorporating an exciting performance or recording session. "$5 Cover"
allows viewers to follow authentic characters as they hustle to hone their
craft and survive the heat of the South. "$5 Cover" will be available on
multiple screens, including online at www.fivedollarcover.com, mobile and
gaming devices and MP3 players.
"'$5 Cover' allows a talented filmmaker like Craig to use technologies
that change the way audiences consume and engage in content," said David
Gale, Executive Vice President of MTV New Media, who previously ran MTV
Films for its first 11 years, where he oversaw the release of "Hustle and
Flow." "Rather than using all the new screens as simply additional distribution
platforms, we are building an entirely new interactive experience that
makes connections between the audience and content more meaningful."
More than an introduction to underground artists, "$5 Cover" gives viewers
a behind the scenes look at what's heating up Memphis. Viewers can take
a virtual tour of the local music scene, explore some of the cast's favorite
hangouts, and get an inside look at Memphis hotspots. Additionally, MTV
will share social networking applications and other digital tools with
fans to build anticipation in between episodes and stoke their excitement
for new content. MySpace and Facebook widgets created for "$5 Cover" will
continuously feed related content, including exclusive music performances,
video blogs and video tours of popular Memphis juke joints.
"Content is now a click away and distribution platforms can fit in the
palm of your hand. Everyone in entertainment is trying to figure out what
to make for the online 'snacking' culture and how to craft a successful
business model," said Brewer. "I think the best any filmmaker or producer
can do in this new medium is embrace a frontier spirit, charge in head
first, and celebrate what you love. For me it's always been Memphis music
and musicians. And now people from around the world, at any time of the
day, on a multitude of devices, will be able to click and snack in my own
backyard with some of the coolest cats this side of the Mississippi River."
Memphis has been home to deep cultural exchanges as well as painful
culture clashes, but the birthplace of the blues, gospel and rock 'n' roll
has always been a town with a thriving music scene, where people from every
walk of life embrace every genre of music. "$5 Cover" is a uniquely rich
experience for viewers and tells a compelling untold story of struggle
and ambition.
Meet the Cast
These are the artists and stories that make up the heart and soul of
"$5 Cover":
Amy LaVere as Amy -- Rock/Indie/Americana
Southern songstress whose petite frame is smaller than the stand up
bass she plays. Sassy and talented, her voice is innocent and bewitching.
She is ambitious, but when she gets romantically involved with band mates,
her expectations fall short, creating yet another sad song.
Clare Grant -- Actress/Former Playboy "Babe of the Month"
She is the garage-band poster girl -- the drinking, dancing muse of
all the rockers in Memphis. When Clare can't find love she goes to extremes.
She has been known to party too hard and go home with the guys in the band,
putting her friendships in jeopardy.
Ben Nichols as Ben -- Rock/Southern Rock
Sexy as hell bad boy, and front man of Lucero. Ben is an old flame of
Clare's (amongst many others). He is constantly touring with his band,
but is in town long enough to turn Clare's world upside down. The kind
of guy you wouldn't bring home to mom, covered in tattoos, all the women
swoon over him.
Al Kapone -- Rap/Crunk
Al is one of the originators of the Memphis underground rap explosion
and a pioneer of the Dirty South Crunk/Buck style of Hip-Hop. He is a true
performer and loves to work an audience. He mentors his son AJ, on the
music game and records his flow between delivery jobs.
Kate Crowder of Two Way Radio -- Indie Pop
Sweet and sincere, Kate is a mother and musician. Her voice is angelic
and evokes a world filled with cotton candy, bubblegum and carnivals. Her
lyrics, sometimes deep, are all about love.
Muck Sticky -- Rap/Comedy/Alternative
He is known as Muck, Muck Sticky, the Sticky Muck, or the Nifty Mervous
Thrifty. He is a tireless self-promoter and sincere ambassador of peace,
friendship and personal empowerment. Muck has a crush on Kate but is unable
to express his feelings for her.
Brad Postlethwaite as Brad -- Indie/Pop
Slender with glasses and a beard, Brad is a musical genius; he seems
to play with everyone in town and fronts a band called Snowglobe. Brad
is dependable and knows his way around Packy's studio.
Valerie June -- Folk/Rock
Valerie is a singer-songwriter, whose mysterious, melodic voice and
eclectic, neo-hippie style transcends her down home southern charm and
wholesome beauty. She lives in the same house as Amy, Clare and Wally and
works at the local coffee bar, Java Cabana.
Alicja Trout as Alicja -- Garage/Punk/Rock
Rock star and mother, Alicja is a bad ass, punk rock musical powerhouse
and the subject of one of Wally's many documentaries. She demands everyone's
attention when she is rocking out with her band River City Tanlines.
Harlan T Bobo -- Rock/Indie
Harlan T Bobo's ironic, tortured lamentations have established him as
one of Memphis's top singer-songwriters. At once humorous and sincere,
Bobo's voice is much the soundtrack for a packed Saturday-night show as
it is the Sunday-morning hangover that follows -- a love-weary, public
diary of romance and loss.
Jack Oblivian of Jack O and the Tennessee Tearjerkers -- Rock/Indie
The patron saint of many a Memphis musician, Jack "Oblivian" Yarber
has spread his hard-driving punk rock anthems around the world with disaffected
charm. When he's home, the city's musicians come together for his shows
-- both as fans and as students.
"$5 Cover" was created by Craig Brewer (Hustle & Flow, Black Snake
Moan). Van Toffler, (President, MTV Networks Music & Logo Group), and
David Gale, (EVP, MTV New Media) will Executive Produce. Scott Bomar, Erin
Hagee, and David Harris will serve as producers, along with Jen Ringel
as co-producer.
The format of the "$5 Cover" series allows for the experience to be
developed in other cities around the country and the globe, exploring music
and culture from the point of view of filmmakers who are as knowledgeable
and passionate about their local scenes as Craig is about Memphis.
The William Morris Agency brokered the deal on behalf of Craig Brewer.
Brewer is managed by Brad Gross and is represented by attorney Carlos Goodman
of Bloom Hergott Diemer Rosenthal LaViolette & Feldman, LLP.
About MTV
MTV is the dynamic, vibrant experiment at the intersection of music,
creativity and youth culture. For over 26 years, MTV has evolved, challenged
the norm, and detonated boundaries -- giving each new generation a creative
outlet and voice that entertains, informs and unites on every platform
and screen. On-air, MTV has been the number one rated 24 hour ad-supported
cable network P12-24 for 16 straight years. Online, MTV.com scored double-digit
growth in 2007 and MTV launched 15 dynamic online communities and eight
new virtual worlds. On the go, MTV Mobile is the #1 music brand in the
wireless space -- delivering 90% more streams than in 2006. And MTV's successful
sibling networks MTV2, mtvU and MTV Tr3s each deliver unprecedented customized
content, super-serving music fans, college students and young American
Latinos like no one else. MTV is part of MTV Networks, a unit of Viacom
(NYSE: VIA, VIA.B), one of the world's leading creators of programming
and content across all media platforms. Wanna know more? Come on in...
www.mtvpress.com.
http://www.fivedollarcover.com
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