Relentless Beats

Steve Angello “Catfishes” Fans With the Help of MTV

MTV has teamed up with world renowned DJ/Producer Steve Angello to jump start a new social media campaign to promote their hit reality series, “Catfish: The TV Show”, a spin off from the critically acclaimed 2010 documentary “Catfish”, exploring the difficulties of online dating. Think Manti Te’o.

Steve hid behind one of a number of Facebook profiles for a week. Fans were encouraged to check out, where they answered questions about Steve and “Catfish: The TV Show” to Steve’s catfish profile. This search also includes Facebook’s new “Graph Search” function.

Though over 1500 people successfully found him, 433 who actually sent friend requests, only one winner will meet Steve in person at Miami.

International Marketing Director for MTV Mattias Behrer was thrilled about the idea to work with Steve. Steve is one of the most talented DJs in the world, and his great entrepreneurship, devotion to his fans, massive reach in social media and popularity among our key target group make him an ideal artist to work with on this campaign supporting our latest hit show, Catfish,” Behrer said. “This new series highlights the seriousness and complexity of the catfish phenomenon, and we’re looking forward to our campaign with Steve raising even more awareness around this very timely and fascinating topic.”

Despite being in the middle of his One Last Tour with the hugely popular, Swedish House Mafia, Steve Angello was more than willing to join the campaign.

When MTV approached me about the concept for a “Catfish: the TV-show” themed campaign, I was immediately on board,”  Angello explained. “I’m really enamored with the power of the online world and social media. Everyone knows how difficult relationships can be, and how it’s possible to hide behind a fake profile online, so I’m intrigued to see how the campaign will play out.”

Keep in mind though folks, Steve Angello is not on “Catfish: The TV Show” with their main characters, Nev and Max. Angello was masquerading as one Pete Bowman, whose profile served as catfishers’ starting point.

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