Music has often been considered a gift of the gods, considering how the simplest guitar string or piano key could turn into a masterpiece that soothes and reflects life. It had also changed throughout the years as many types of music had been developed to fit a culture, social group, or emotions. However, given the millions of songs that are available to the public, there should be an outlet wherein people could view all of the new released hits from singers of interest and also see shows related to music. This outlet must also present the various music genres that would fit any music connoisseur. While people nowadays refer to the internet to see the new music hits, music would not be as main stream without the influence of MTV. MTV not only introduced the public to music from various artists in a convenient medium, MTV also became the pioneer in launching music as the voice of the people and introduce hits that had inspired millions up to the present time.
History of MTV and its Impact
The idea of creating a 24 music network, which became MTV, was a project that many record producers and musicians thought impossible in the 1950s to the 1970s. Historians would note that Elvis Presley, known today as the King of Rock and Roll, found himself facing performing in small shows and people barely realizing his talent as they are unfamiliar with his music. Nonetheless, many have noted that Elvis’ appearance in the faltering “Stage Show” not only introduced Rock and Roll to the public, earning him the title “The King”, but the idea of creating music oriented show became known to the television producers to be a profitable market. Elvis’ contribution to the foundation of that “music oriented” network would appear exactly 25 years later, when John Lack introduced MTV with the sentence “Ladies and Gentlemen! Rock and Roll!”. Throughout the 1960s to the 1970s, several television networks had tried to device newer forms of entertainment that would grab the attention of the public. However, when John Lack joined CBS in August 28, 1970, he assessed what was lacking in the television industry as he held various positions in CBS. In a biography about John Lack, he was known to be a lover of music, mostly rock and roll considering his upbringing in New York. Lack was one of the members of the growing legions of music lovers that developed before the time of Presley, Domino and other recording artists in the period. Lack utilized the concept and demographics of “Saturday Night Live” to broaden the demographics of Nickelodeon and knew he had to introduce visual rock. Eventually, Lack commissioned the help of Mike Nesmith who created “Pop Clips” with his production company, Pacific Arts Corporation. Nesmith’s original task for Lack was to create fifty or more half-hour shows similar to “Pop Clips”. It was Nesmith who introduced the concept of video clips to promote issues or products.
“Pop Clips” itself was noted to be the first face of MTV; however, this is highly speculative as Nesmith himself was considered the pioneer of music videos. Eventually, Lack shared his ideas to various media outfits and stated his intention to create an all-music network that would appeal demographics from ages 12 and older. He believed that a music channel sustains three fundamental aspects, but it was mostly for the economic benefit it has to the public. The record industry in the period was in the ground after suffering under the Great Depression of 1979, leaving many artists anonymous to the public. Advertisers, considered the lifeblood of broadcasting, had problems reaching the younger demographic due to the lack of creative outlets. There was also the stagnation period of the cable market in the period, considering that it was mostly dominated my all-news, sports and super stations that showcased old films and commercial networks. Lack noted that the opportunity to introduce a newer alternative in television would not only cause heads to turn to the network, but it would also introduce new opportunities to the public. Eventually, Lack and his staff had approached various record labels and groups that could support their cause. However, some of them were reluctant and opted to wait for the results of the network before venturing into the network.
On March 3, 1981, WASEC or the Warner-Amex Satellite Entertainment Company announced that they would launch a 24 hour video music network that would launch on August 1. The press was only given a vague and shapeless blueprint for Music Television. MTV featured stereo transmission and enable subscribers to see and hear artists perform visual interpretations of their songs 24/7. Special programs were also attached to the MTV franchise to showcase concerts, movies, and interviews done by video jocks or veejays. The demographics mostly concentrate on the youth demographic, or the “light television viewers”. Lack had introduced newer mediums for MTV and suggested clips should be shortened to three or four minutes, enabling production companies to reduce their production costs and establishes a playlist for the public to try out. Many record labels who have been reluctant to try MTV began to have second thoughts due to the benefits of a 24/7 music show that would mostly showcase video clips of various artists .
Exactly midnight of August 1st, 1981, MTV was launched in television with John Lack stating the words “Ladies and gentlemen, rock and roll” before showcasing clips of the rocket launch of Columbia and Apollo 11. This was immediately followed by the network’s theme song, composed by Jonathan Elias and John Petersen while utilizing clips of Apollo 11’s decent in the moon with the flag showcasing MTV’s logo. The first ever video that was aired by the network was “Video Killed the Radio Star” by The Buggles. Some of the pioneer video jocks or VJs included Mark Goodman, Alan Hunter, Nina Blackwood, J.J. Jackson and Martha Quinn. Many have noted that MTV’s true launch was on January 1983 as MTV was then transmitted in the areas of Manhattan and Los Angeles. It was also the time wherein known recording magazine Billboard printed clip rotations from MTV to showcase some of the considerable artists in the period.
The launching of MTV immediately made a legacy, not just in television, but also in business, advertising, and music. Others would even note that MTV had also impacted television in the extent that even political and social issues are showcased on music videos. Top advertisers such as Pepsi, Anheuser-Busch, Levi’s and American Express saw the potential of the network as an ideal medium to reach the younger demographic. Advertisers had managed to gross more than $20 million in the company’s first year to the hundred corporations that invested in the network. Record companies also saw the potential of MTV influence the younger generation since MTV had launched the idea of “all music, all the time”. There was also the fact that the music industry faced several difficulties and declines since rock and roll in 1950s. Radio, which was supposed to be a good outlet for music, became mostly on talk. These companies then saw the benefits that television could play for their music and went to MTV. MTV also became the outlet of many artists to introduce other forms of music such as pop, rock, heavy metal, alternative, and contemporary music, which had not been given much attention in the past. MTV had also become a cultural icon in television, considering that it had introduced a system that would enable companies to understand the psychological capacities of the younger demographic. MTV also became the medium for adults to understand the cognitive capacities of the younger generation and the place wherein children could be familiarized with the country’s social, political and economic issues.
Music Video through the Years
MTV had introduced a newer side to music that showcased a visual perspective on artist songs. However, throughout the years, music videos themselves transformed to fit the current context. In the 1980s, music videos were always something to look forward to as they are new and entertaining due to the skit-type performances each video portrays. The first video aired by MTV “Video Killed the Radio Star” by the Buggles showcased the visual side of music even if the band just played their instruments while the song is performed. Music videos in the 1980s could also be considered experimental and crude, making them simple and still entertaining. Some videos in the 80s also showcased mostly performances and lacked action or visual effects. However, as years progressed to the 90s, many musicians and music video directors had begun to develop a more in-depth visual interpretation of the featured song. Some of the artists in the 1990s also considered utilizing music videos for activism, encouraging the public to question the social order and pay attention to the issues in society. One of the notable examples of advocacy type music videos in the 90s is the song “Smells Like Teen Spirit” by Nirvana, which showcased angst and anarchy. This gave directors a new direction on video effects and direction. This newer style on music videos was prominent in the 00s up to the present, showcasing visual depictions of questionable and sometimes strange content. While some of the present videos had presented racist or offensive videos, other artists had promoted a more family-oriented type of music videos .
Television Shows
Aside from showcasing music videos of artists and advertisements for its sponsors, MTV had also utilized several shows for events and specials. In 1984, MTV introduced the first MTV Video Music Awards that showcased the first performance of Madonna for her hit “Like a Virgin”. The VMAs awarded artists for their achievements in various categories. Several artists also gain their break in VMAs. Over the past decades, the VMAs gained a reputation which showcased concert-like performances from artists but also several controversial decisions and events. The company had also launched a news division known as MTV News, which featured several momentous events such as the US presidential elections and other related forums.
MTV had also incorporated several additions such as animated shows like “Liquid Television”, “Daria”, “Celebrity Deathmatch” and the infamous “Beavis and Butt-head” in 1991. Most of these shows reflected social issues and slapstick comedy to entice the younger demographic. Some controversies were also attached to some of these animation shows such as Beavis and Butt-head. In 1992, reality shows became prominent in MTV with the show “The Real World”, showcasing everyday people and every detail of their lives while on cam. Several shows had also followed “Real World”, which included “Road Rules”. In 2002, MTV also added more reality shows such as “The Osbournes”, which showcases the life of known “Satanist” musician Ozzy Osbourne and his family. It was noted by many that MTV was slowly moving away from music videos in this period. Scripted reality shows were also prominent in the period such as the show “The Hills”.
However, what made a significant mark in the history of MTV is the 1998 show Total Request Live!: which was originally consisted two different show ideas. It was also one of the few shows broadcasted in MTV that presented music videos, voted by fans to be their favorites. Several hosts and artists were featured and introduced through TRL, as well as the most popular videos for the week or month. Carson Daly is considered the longest host for TRL, and its most popular before he left in 2002 for another hosting stint . Many experts considered TRL as the MTV version of American Bandstand, which became famous in the 1950s. The show was broadcasted every afternoon from a studio near Times Square and gathered crowds, who could see their favorite artists’ wave back at them from the studio.
MTV and Society
Like any other network, MTV had also gotten its share of controversies since its first broadcast in 1981. In the beginning of the network, many of its audience demographics were white suburban teenagers across the US. Many noted that the network was ignoring the black musicians present in the business as they only streamed videos from white artists. It is also speculated that from the first eighteen months of the network, MTV had only aired 20 out of 750 videos with black artists in them. Critics have stated then that MTV was showing racism towards the black communities. Companies such as Columbia had noticed it and even threatened to remove its artists from MTV as they were supposed to launch Michael Jackson’s hit single Thriller in the period .
There were also controversies regarding MTV’s broadcast of drug-related lyrics that gotten the attention of the US Congress. Critics had noted that MTV had not regulated their video base and had showcased videos with questionable lyrics on drugs, calling the US Congress to examine the allegation. The position of the record labels featuring their videos on MTV had noted that they have only pushed for videos that take an opposition stance on the issue, not supported the use of drugs. According to Hillary Rosen, president of the RIAA, many artists had been reprimanded by the industry due to their drug abuse tendencies. There were also artists, such as Janet Jackson, Chuck D., Steven Tyler, and Little Richard, who had used their songs to advocate the elimination of drugs and criticized drug use. Some groups, such as the Cranberry, TLC and the Eagles, also presented the same instances of anti-drug songs. Rosen had vehemently stated that the criticism launched against MTV on the issue on drugs was mostly a defamatory tactic to discredit MTV. She had also challenged critics over given videos shown on MTV that had even supported drugs. It was later found out that MTV had only referenced to drugs in most of its anti-drug sentiments. Critics had remained unconvinced over the RIAA’s position on their lyric content, stating that the recording industry had already slipped a couple of times regarding the issue.
Another known controversy of MTV is the music videos showcasing messages that could be considered anti-Christian and pro-violence. Artists such as Alice Cooper, Ozzy Osbourne and Marilyn Manson had most of their videos showcased in MTV, and many had noted that they all showcase satanic themes that could negatively influence children and teenagers with their loud music and lyric content. Critics had claimed that there are subliminal messages in music videos, and lyrics done by these “satanic” artists and must be removed from live airing. Many Christian groups had complained about the possible attempts of the younger generation to emulate these artists, some already committing suicide and violence. In this case, MTV’s Dave Sirulnick noted that while these singers could be “dark” or “satanic”, some teenagers would find a sense of comfort with the people whom they could associate with such as the Goths and Punk peer groups . Eventually, the network had removed all references to negative issues and censored most of the videos that contain these themes. The Parents Music Resource Center had also criticized MTV for music videos that showcase sexually explicit lyrics and violence. Sadly, some of the songs that promoted advocacy and pro-life sentiments had also been placed under the PMRC criticism and had these videos removed. One known example is the video of the Fuzztones for the song “Nine Months Later”, which promoted safe sex. Another censored video was Culture Club’s “Do You Really Want to Hurt Me?”: which was considered offensive to African-Americans. .
Despite the controversies it had accumulated over the years, MTV had also allotted some of its airtime to cater to social, political and environmental activity of the younger generation. The first known advocacy show presented by MTV is Choose or Lose in 1992, encouraging non-registered voters to register and introduce the candidates to the public. The campaign also showcased documentaries that present current social and economic issues that politicians needed to address. Viewers could ask questions to candidates in town hall forums while artists travel around the globe to showcase the problems outside the US. Another campaign launched by MTV was in 1990 known as “Fight for Your Rights” to push for awareness in America’s social issues on crime, violence and drugs. This advocacy also discussed hate crime awareness in 2001 by showing instances of hate crimes in communities. There is also “think MTV” which discusses political issues like the US elections, conflicts in other countries, and even the controversial topics over health and same-sex marriages. “think MTV” also covers issues on discrimination, environment, violence, poverty, human rights, and even faith. Regional networks of MTV also utilized these same advocacies in their shows .
MTV Today
Since 1981, MTV had remodeled itself to cater to the changing society and environment. Since 1981, the company had transformed from a single 24/7 music network to one of the highest paid networks in the country. It had also slowly begun expanding its base throughout Europe. The company is now owned by Viacom, the same company that also owns Nickelodeon and VH1. Slowly, the company also diverted its attention to improving its connections with its regional networks by utilizing digital and satellite technology to localize programming and make it cheaper. At present, MTV Networks could now beam various feeds off one satellite transponder to anywhere in the globe.
MTV, under the name MTV Networks, had also begun streaming in various parts of the globe to accommodate the increasing demographic outside the United States. In 1987, the company opened up MTV Europe, which first used a single feed around Europe to showcase American programming with English-speaking VJs. At first, the company’s managers believed that the Europeans would be supportive immediately to MTV due to the stars showcased in the network. However, many of the Europeans preferred local music and caused MTV to fail in its attempt to influence the European market. However, it had sprung back to life in 1995 when MTV utilized regional feeds of all EU nations and featured local music from each nation. The strategy was also applied in the foundation of MTV Asia Pacific, which covered ten feeds for India, Mandarin Chinese and Taiwanese, Korea, Japan and Bahasa. The company also opened channels to sustain particular video groups such as VH1 for adult contemporary, CMT for country music, and mtvU, which is mostly for the college demographic .
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