MUMBAI: Hype Music, the first-of-its-kind, hybrid music licensing partnership between MTV and Extreme Music, the production music arm of Sony/ATV, is set to transform the 63rd Primetime Emmy Awards with a new soundtrack that will feature licensed songs from the Hype Music roster of artists during the Emmy telecast. The show will broadcast LIVE from the NOKIA Theatre L.A. in Los Angeles on Sunday, September 18, (8:00 PM EDT live / 5:00 PM PDT live) on FOX.

"We knew we were onto something as soon as we launched Hype," said Russell Emanuel, Extreme Music CEO.  "It's been incredible to see some of the cool opportunities that we've been able to bring to these young bands, but to be working with the Primetime Emmy Awards is simply amazing and proof that emerging talent is indeed the new black!!"

Hype Music harnesses the power of MTV and Extreme to cultivate and introduce some of today's best independent talent with the help of one of America's most influential DJs, Chief Creative Consultant Nic Harcourt.  Once signed, all acts get the stamp of approval from music insiders and receive first-look consideration for placement in MTV shows and exposure to Extreme's global client base of professional music supervisors.

Officially launched in May, Hype Music has already taken the industry by storm with the help of buzz-worthy artists such as Wallpaper, Locksley, New Cassettes, Marc Robillard, The New F-O's and The Diamond Light.  Music from Hype artists can be heard throughout MTV's programs including the hit show Jersey Shore and Death Valley along with the forthcoming premieres of The Real World: San Diego and I Just Want My Pants Back.  Demand for tracks from Hype artists has also spread to programs on multiple major networks including So You Think You Can Dance?, 90210, Private Practice, Wilfred and Necessary Roughness.