MTV to premiere its first Snapchat music documentary at SXSW

MTV is teaming up with A$AP Ferg at South by Southwest to launch its first Snapchat music documentary, Mashable has learned exclusively.

Titled "MTV Snapchat Docs: Art/Life/A$AP Ferg," the Snapchat series will follow the hip-hop star, who was tapped as a a featured artist for the Woodies, MTV's annual emerging artists showcase at SXSW.

The documentary -- which will be available on MTV's Snapchat story, not its Discover channel -- will roll out live as filmed on Wednesday in 10-second increments.

"It's less of a documentary and more of a day in the life on our Snapchat," Sarah Epler, MTV's senior director of social media and fan engagement, told Mashable in a phone interview. "We always do a lot of behind-the-scenes stuff on our channel, and this year we wanted to turn that into a real story. It's a little bit more of an experiment."

MTV has had a presence on Snapchat since about two years ago, when the network launched its own channel. However, it wasn't until February of this year that MTV got its own Discover platform.

This is the Viacom-owned network's latest effort to cater to younger audiences. Recently, for the first time ever, nominations for the MTV Movie Awards were announced on MTV's Snapchat Discover.

"Our audience likes new things," Epler said. "We don’t want them to get bored, we don’t want them to say ‘oh MTV’s doing X Y and Z again and and again.' We like to keep things fresh and original."

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