TV Jots

Meet the Burrells

I know, I know. I can’t believe I’m going to watch A&E’s new MC Hammer reality series Hammertime when it premieres tonight, either. But, I’ve seen a few promos and the viral YouTube video Hammer Pants Dance, and I simply can’t resist the good vibes those super shiny parachute pants always manage to inspire.

In support of the series, A&E has rolled out all kinds of interactive tech goodies and extras to help fans get into the action. The online and mobile features for the latest gig of so-called “digital media evangelist” MC Hammer include Hammertime‘s official network website, as well as:

• Twittertime, MC Hammer’s Twitter updates
• Hammer It Home Game, a board-game style online game featuring Hammer’s experiences
• Short-form Hammertime Videos, including sneak peaks at upcoming episodes and interviews with family members
• Hammertime Widget and other opportunities for fans, such as online contests and discussion forums

Hammertime follows 1990s star rapper Stanley “MC Hammer” Burrell, his wife of 23 years named Stephanie, and their six children: A’Keiba (21), Jamaris (18), Sarah (15), Stanley Jr. (13), Jeremiah (11), and Samuel (4). The family is based in sunny Oakland, California.

In case anyone needs a reason why a network might have given Hammer his own TV show, I can offer two: he not only has sold more than 50 million albums around the world — definitely not a number to snicker at — but he also has three Grammy awards to his name. Heck, I’d be happy with just one nomination.

Catch the new half-hour A&E series on Sundays at 10pm ET, starting tonight, June 14, with the first two of ten Season One episodes, “Shaping Up!” and “Moving Forward.” The Hammer Pants Dance video follows to get you in the proper mood.

Watch what happens when dozens of shiny pants-wearing strangers of all ages storm a “trendy” clothing store and proceed to get down. Cute, and I think the stunned customer reactions are really unscripted. Wish I could have been there for that.