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MTV Signs Global Talent and Consumer Products Deal with Johnny Orlando

MTV Signs Global Talent and Consumer Products Deal with Johnny Orlando

MTV has signed a talent deal and consumer products partnership with global performing artist, Johnny Orlando. Under this agreement, MTV will work with Orlando to develop multiplatform initiatives that span across consumer products, music and live events. 

MTV is currently working on a comprehensive strategy for the talented artist, which includes musical performances on-air and across digital platforms as well as appearances in MTV programming and tent pole events. 

Plans are also underway for an exclusive line of cross-category consumer products with merchandise that will range from fashion and accessories, to publishing, social expressions, home decor, and much more. Products will be developed in collaboration with Orlando and will reflect his personal style, interests and passions.

Johnny Orlando is a Toronto born singer-songwriter and pop artist who came to prominence after posting covers of pop songs on his YouTube Channel. He has since amassed over 22 million followers across his social media platforms, signed recording deals with Universal Music Canada and Island Records and currently has over 380+ music streams to-date. In 2018, Orlando’s song “What If” went #1 on the Global Song Chart and has now re-entered the TikTok charts worldwide with a total of over 10 million videos created to the song on the app. He released his debut EP, Teenage Fever, in 2019, headlined a North American and European tour, and went on to win “Best Canadian Act” at the 2019 MTV EMAs

Said Johnny: “As an eight-year-old kid, I remember watching endless hours of music videos on MTV. I could have only dreamt of one day entering into a partnership with this iconic brand. Their recognition and support represents a huge vote of confidence in me as an artist. Getting the opportunity to work with the amazing team behind the brand has exceeded my wildest dreams. I’m grateful to know that they believe in my talents and I’m looking forward to creating some cool stuff for all of you.”

“We were thrilled to see Johnny win his first ‘MTV EMA Award’ last year,” said Bruce Gillmer, President of Music, Music Talent, Programming & Events, ViacomCBS. “We look forward to our exciting new partnership and his continued success.”

Said Pam Kaufman, President, Global Consumer Products, ViacomCBS: “We are so excited to work with Johnny Orlando and extend his connection with fans through consumer products. He is an incredible musician and these products will resonate with his audience all over the world.”

MTV will roll out exclusive content to bring fans closer to the breakout star across MTV’s on-air, digital and social platforms which boasts a global footprint reaching 381 million households in 180 countries serving 25 languages.  MTV has helped launch artists such as Lizzo, Billie Eilish, Khalid, Hayley Kiyoko, Bazzi, Chloe x Halle, SZA, Jessie Reyes, Grace Vanderwaal, Jorja Smith, Lauv, KYLE, Kacy Hill and many more.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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