MTV Asia and Singapore Tourism Board produce Coffee Table Book

The chance for viewers to own a piece of MTV memorabilia has now come in the form of the MTV Asia's first ever coffee table book in Asia! MTV Asia, with the Singapore Tourism Board, has produced a coffee table book featuring seven MTV Asia VJs as the pivotal focus against various spots on the island. The book titled "Brave the Heat" combines pictures of the VJs romping around the island, scenic shots of Singapore, and bits of trivia about the locations, the country and the people living and working here. It is a coffee table book with a difference that is sure to appeal not only to both MTV viewers, but anyone with a taste for anything hip, fun and fresh.

Printed and distributed by MediaCorp Publishing, the book will go on sale August 15, in Singapore, at Borders, Kinokuniya, Popular, MPH, Times The Bookshop, WH Smith and HMV. The retail price of the book is S$15. 

Photo shoots started in May with pictures taken at over 30 locations. Ranging from famous tourist attractions (Singapore Zoological Gardens and Jurong BirdPark) to the great outdoors (Little India and Chinatown); from the new (Esplanade, Theatres on the Bay) to the old (Central Fire Station), Singapore is reflected through the lens of photographers Simon Sim and Tay Kay Chin.

MTV VJs Donita Rose, Utt, Belinda Panelo, Sarah Meier, KC, Shanty and Belinda Lee were in town to share their experiences in Singapore in front of the camera, lending a touch of glamour to the everyday life of this urban city. 

Launch parties for the book will be held in five Southeast Asia countries (Singapore, Malaysia, Philippines, Indonesia and Thailand). Copies of the book will be sold at a premium price at the launch parties, with proceeds going to UNICEF. 

"We see Brave the Heat as a great way to heighten the profiles of the MTV brand and the VJs involved, not only in Singapore, but also across the region. The elements of the book are very much in line with the creative concept of the MTV channel you see on-air. And there are also plans to adapt the creatives to other merchandise like postcards and calendars. Just like the channel, Brave the Heat will strike a chord with the reader in its funny, unpredictable and irreverent approach to how coffee table books should look!" said David Flack, Senior Vice President, Creative and Content, MTV Asia and the Creative Director of Brave the Heat. 

He continued, "MTV Asia has come to regard Singapore as home since making our headquarters here in 1995, and we were thrilled when the chance presented itself for us to collaborate with the Singapore Tourism Board on this book. The vibrancy and cosmopolitan beat of this city is a great backdrop for the book and the seven VJs involved are all familiar with life in Singapore and this region." 

"MTV's Brave the Heat is a great way to show the world that Singapore and Singaporeans are fun. Those who still cling to the old image of Singapore as sterile will be pleasantly surprised when they see this book. Because this is Singapore today - spontaneous, hip, happening and fun! We are simply exciting," said Mr Yeo Khee Leng, Singapore Tourism Board's Chief Executive.