The MuseTV launches targeting Youth Market

by Katie on February 29, 2012

Last night, themuse.tv launched. First off, and this is where I was confused, themuse.tv is not actually a new TV channel but a multi platform blog website targeted at 18-25 year olds highlighting street style and fashion and inviting them to post scrapbooks online – much like the current vogue for Pinterest.

It’s clever in that it’s built around the tenet that all young people these days seem to be obsessed with fame and earning it quickly. It makes the user central to the voyage of fashion discovery and raises street style and  individuals to the role of ‘celebrity’, if only for a short time. You can see how engaging this may be for young women desperate to emulate their celebrity Red Carpet or fashion heroines.

Even Zandra Rhodes, a Muse TV interviewee has this sussed –  “So many young women want to be part of the fashion world. With themuse.tv you can be part of that whole world with a touch of a button or screen.”

Edited by blogger Simon Glazin, themuse.tv will offer weekly fashion videos, daily and weekly written features (including exciting guest writers), style tips, competitions and live event coverage. Plus, members will enjoy all the benefits of special offers with featured brands. Videos will be presented by one of the three fashion newcomers: Brooke Simons, Darryl Baker and Cassie Fitzpatrick selected by themuse.tv from thousands of applicants. Content will range from behind the scenes access to the fashion world, to red carpet coverage, and how to customise an outfit. Members – or ‘muses’ – will have onsite profiles through which they will be able to really get FASHionate about: commenting, sharing, liking, entering competitions and interacting with each other. They will also have access to a unique Scrap Book app through which they can create and share their most desired looks with other ‘Muses’.

The launch event was attended by Henry Conway, Lydia Bright, Cara Kilbey, Billi Mucklow, Lizzie Cundy, Vanessa Feltz, Bip Ling, Gabriella Ellis, Binky Felstead, Antoni Burakowski (from Antoni & Alison) and Jason Boateng

A rather incongruous (at a youth target event?) Vanessa Feltz announced that she had celebrated her 50th birthday last week and, keen to experience all that the party had to offer, Vanessa was one of the first guests to use the ‘Sew Over It’ style station set up to allow guests to customise their clothing.  She happily modelled a birthday vest she made for herself with the words ‘Vanessa 50’ decorated with red pom poms. Blogger/DJ Bip Ling arrived with model boyfriend Dylan Garner, and headed to the YooMoo Frozen Yoghurt bar before getting behind the decks and playing a mixture of ’80s and ’90s party music.


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