MTV Goes Global With Britney Spears Deal

Reuters reports MTV has rolled out its first global tour sponsorship in the MTV Presents Britney Spears Onyx Hotel Tour 2004. “There are not that many artists that appeal to every territory with an MTV channel, but Britney Spears is one of the select few,” says Joe Armenia, VP of music marketing and promotion for MTV. “We have been waiting for the opportunity to make a global splash, and the Britney tour is it.”