MTV Gets Burning with the Man

The Burning Man festival joins the big time with an exclusive MTV deal set to start later this year.

NEW YORK, NY (CNN) -- Is the world ready for a mud-covered Carson Daly introducing the newest Blink 182 video?

Executives at MTV seem to think so. Today they announced an exclusive five-year broadcasting and merchandising deal with Burning Man LLC, the organization responsible for the wild annual festival of the same name.

"To say we're thrilled with this deal would be an understatement," said Terry Oldam, head of development at MTV. "We've been courting Burning Man for years and I'm happy we were finally able to strike a deal that everyone is excited about."

The Burning Man festival happens every summer in a remote Nevada desert and is best known for its anything-goes brand of "radical self-expression." It attracts upwards of 30,000 revelers - many of whom choose to spend the entire week in little or no clothing - and culminates with the torching of a giant wooden figure. The festival organizers have long shunned any form of corporate sponsorship out of concern that it would harm the mood of the event that has built up over the last decade.

Terms of the deal were not disclosed, but an insider told CNN that in exchange for its seven-figure investment, MTV will have full broadcast rights through 2006, including follow-on items such as video and DVD releases. Additionally, MTV will manage all merchandising related to the event and will book all talent appearing on the various stages. "Needless to say, we're going to feature a stellar lineup of the hottest acts," said Oldam. "Promoters have been calling me all morning trying to secure a spot for their bands." No specific acts were named, but according to the insider, Alien Ant Farm and Creed have already been signed.

Officials with Burning Man LLC could not be reached for comment at this time. Tickets for the 2002 event are already on sale, but Oldam predicts they will be sold out within two weeks. "Once our on-air promotion hits, any remaining tickets will evaporate. Burning Man will be the don't-miss event of the year."

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