M&M Global reporter Anna Dobbie was granted backstage access at this week’s MTV Europe Music Awards in the Dutch city of Rotterdam to discover the evolving nature of media event partnerships.

The event, which took place on Sunday evening (6 November), saw MTV-owner Viacom embrace live video and virtual reality to bring the flagship event to young viewers across the continent.

M&M Global spoke to Lee Sears, vice president and head of commercial innovation at Viacom International Media Networks, and Nathan Whitman, chief executive of title sponsor Évos, a luxury headphone maker, about taking event marketing to the next level.

Watch the interviews below.