Reminiscent of this past spring’s intentionally vague, possibly cephalopod-created O Music Awards, MTV has announced its next maddeningly amorphous branding effort with a pointlessly cryptic name: MTV Iggy hopes to “bring global artists into the U.S.” through its new online hub and a weekly broadcast of The MTV Iggy Show, which will spotlight new artists in far-flung genres ranging from Norwegian black metal to Brazilian baile funk to, say, Japan’s famous crying-schoolgirl-being-squeezed-to-death-by-giant-squid-set-to-Casio-beats-pop. Which is all well and good—and most importantly, part of the network’s attempt to “extend our music strategy,” which they swear it still has.