MTV is holding its Brand New for 2012 showcase gigs in London this week, and there’s some high-tech Twitter wizardry going on around them. The network worked with British social media agency 33Seconds on something called Rich Twitter Commentary, which provides info and content to people following the @mtvmusicuk account or #MTVBrandNew hashtag. That includes audio, video, images and text from the gigs, as well as links to videos and downloads of artists as they play, and a virtual cheering competition for specific songs. “The idea that we can truly enhance the fan experience with rich, pre-planned, relevant content during a live event, is really exciting to us,” says MTV’s digital media director David Mogendorff. SoundCloud, Musicmetric and Thinglink are all involved in the Brand New project too.

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