MUMBAI: MTV Networks Music Group announced the newly formed Creative Music Integration (CMI) team to oversee innovative integrations of music within all of MTV and VH1’s long form programming.

The team, under the direction MTV Networks Music Group vice president creative music integration Joe Cuello, will work closely with established, independent and unsigned artists to provide integrated and innovative promotion programs across MTV and VH1’s on-air and digital platforms to drive music discovery for fans, and song and album sales for artists.

Cuello will report to both MTV executive vice president  Music and Talent Amy Doyle, and VH1 executive vice president Music and Talent Rick Krim, with oversight by MTV general manager Stephen Friedman, as well as VH1 president Tom Calderone, and continue to be based in MTV Networks Santa Monica office.

"With the CMI team, we have been able to connect music in our shows to the overall music strategy by creating a trajectory for artists that can start with a high profile placement in ‘The Hills’ and lead to a performance opportunity on the VMA’s like we did with the Ting Tings and Katy Perry. With this new team in place, we have created more opportunities for emerging artists than ever before," said MTV executive vice president  Music and Talent Amy Doyle.

VH1 executive vice president Music and Talent Rick Krim added, "VH1 has seen tremendous success in taking a handful of artists and tying them to specific on-air original programming. The CMI team structure gives us even more opportunity to expose our adult viewers to even more music and help elevate the profiles of new bands in a way that truly impacts their sales numbers."