Master of the Mix

Designer/Junior Art Director

GTM, Inc. / Smirnoff Vodka / BET Networks / VH1 Networks

Created exclusively within the GTM company, Master of the Mix is a reality TV series following a group of DJs competing against one another in a selection of musical challenges. Sponsored by Smirnoff Vodka, the show helped garner sales both in stores and in bars and clubs. Work for the series covered every angle from scouting locations and contestants, to talent searches for features and judges. Smirnoff showcased new flavors for many of these episodes. For further brand presence, several events were held in-store and in local clubs featuring the show’s talent.

Some high-points for the brand:

• Season 1: 600,000 viewers per episode, 6.2 million for the season.

• Season 2: 1.2 million viewers per episode, 11 million for the season.

• Season 3: 1.6 million viewers per episode, 16 million for the season.

• The show exceeded expectations for ratings goals from network partners and the client.

• #masterofthemix trended organically in Season 2 and 3.

• The team broadened the reach of the program well beyond the target demographic.

Behind the scenes photography by Moses Mitchell