Introduction

The changing face of MTV - Music Television

MTV is an instantly recognisable acronym that reaches all generations on an international level. For 30 years our tv screens have been graced with music videos, MTV movies, the rise and fall of artists/genres/celebrity figures and many more historical popular culture moments. But has this brand (a metamorphosed idea that started out as a simple television channel) changed with or against the times? Was it beneficial to drop a key part of its instantly recognisable logo? And how is MTV today reaching audiences when one can’t deduce fact from fiction?

The Changing of an Era

Regardless of your genre of choice, MTV can always be counted on to appeal to all demographics and musical minorities. Punk rockers and Pop stars alike, can join hands and revel in their music of choice. But are MTV actually instigating these shifts in the music industry? This theory reminds me of the 2001 movie Josie and the Pussycats which is a satirical spoof of the music industry and muses the idea of subliminal messages in music to promote ‘what’s hot’ and all of the latest trends.
MTV originally had their hearts (or headphones) in the right place with the 80’s seeing to the rise of  Dire Straights (who included MTV in some of their lyrics), Duran Duran and many more iconic artists and bands who acknowledged that getting on MTV was a great musical feat.
Even the 90’s played tribute to influential grunge bands like Nirvana and Pearl Jam who used MTV to expand their fan base. Music fans who were politically nonchalant weren’t spared from the 1992 presidential election as the show ‘Rock the Vote’ merged politics and music when the (then) presidential candidate Bill Clinton appeared on the show and answered questions during a live screening.
The new millennium saw rise to the boy band era of Backstreet Boys, N*Sync, Five and the princesses of pop Britney Spears, Christina Aguilera and others who still remain in my personal favourite lists of artists who inspired my music tastes today. But the 2000’s also had the rise of reality television (The Osbournes, Laguna Beach) and bad dating shows like Room Raiders, when one evaluates their potential life mate by the contents of their bedroom, rather than their heads.
Through all this it seems that whilst trying to keep political correctness at bay, there will always be someone who has something bad to say. Whether it’s mum’s who are appalled at the idea of glorifying being 16 and pregnant or gay activists standing out against oppressors such as this years VMA winner Tyler the Creator. Sometimes even the artists themselves are against the music that is being played (a la Kanye West’s attack on Taylor Swift). There is always going to be someone who is against the way MTV is being organized and what is gracing the screens and eyes of the youth of today. But behind those people, there will be an even greater mob, who just want MTV to return to its musical roots, and I’ll be picketing amongst the best of them.

Dropping Music Television

In February 2010 MTV underwent a huge change. Perhaps this was their way of greeting the new decade by altering their logo and perhaps disregarding the very nuance that was this very network. MTV: Music Television was shortened to just become forever known as its acronym form. Arguably, although it still stands for that same thing, it has linguistically undergone a shift in meaning as it now stands alone as a proper noun and has all sorts of connotations most of which are unfortunately not relating to music.
When “Video Killed the Radio Star” (The Buggles) became the first video to be played on MTV in 1981 it signified an eminent change in everything the music industry was at that stage. There were now low budget song length clips to put faces to voices and evaluate the way one dressed and a whole new element of competition, perhaps peaking when Michael Jackson came out with his music video epic, Thriller. Tv shows were dedicated to all different music genres  such as Yo! MTV Raps, The Week in Music or even the live intimate Unplugged sessions, but alas, all these shows saw their fateful demise as MTV was becoming known for more than just its music. There have been correlations drawn between the music video’s demise and the internet where video clips are a few clicks and taps of the key board away.  Why bother sitting around waiting and hoping your bands latest clip will come on when you can enter it on youtube and have not only the song of your choice, but an entire back catalogue ready for your viewing pleasure.  Even if you were to request a song there is still a million other screaming fans in front of you (cue TRL with Carson Daly). Living in a capitalist world, one can understand that when MTV’s marketing chief expresses that the ‘music television’ aspect just isn’t a known aspect of this cultural phenomenon in todays world, so why bother trying to fool people? Rather, let’s brainwash them with tv shows about the musicians. Does Nelly really need another Escalade?  How about some unnecessary features in your mediocre car courtesy of Xzibit? Perhaps you’d rather watch spoilt rich kids crying to Daddy when Maroon-5 pull out of playing at your Super Sweet 16?
Why are those of us who hold the value of music over these terrible (yet ever so popular) replacements, subjected to such mind numbingly irrelevant television? Oh, that’s right, there will always be aspiring 14 year olds wishing to make next season’s 16 and pregnant lineup and who am I to deny kids of their dreams?

Scripted Reality vs. Actual Reality

I am unashamed to admit that The OC is my favourite television show of all time. It was a tv show that swept the teenage world by storm, so naturally there was some way to exploit the series. Laguna Beach is in no way the first reality show to air on MTV. There was The Real World which premiered in 1992 (and has just been picked up for its 28^th season) and also the loud and profane Osbourne family who just seemed to swear at one another. But Laguna Beach brought a whole new aspect to this questionable ‘reality’ that was portrayed by teenagers living in the ‘real life OC’. From Laguna Beach came The Hills, which was the same people, in a different location. Another MTV gem was wating as Paris Hilton tried time after time to find her Best Friend Forever, real nail biting stuff. These shows (along with some that are so visually offensive I am against writing) were questioned as to their level of realism. Is this actually what happened, in this order, with all these fights and friendship fallouts? This instigated the term ‘scripted reality’ where circumstances only appear to be legitimate. But these shows started various music careers, book deals, fashion lines and the ever popular cosmetic enhancers. So who are we, the mere plebeians of every day society, to deny these pseudo stars their fame and fortune for reinacting their own miserably entrancing existance?
Hot off the heels of this alternate real world, came the authentic and absolutely entrancing Jersey Shore. Upon its premiere in 2009 there were questions about its political correctness but after watching it there was never any doubt to the fact this this was real, this was addictive, and this was pure viewing gold. 6.1 million viewers tuned in to the second season finale, a number that just cant be denied, and a number that has helped Jersey Shore reach such popularity, the third season (currently being screened on MTV has the housemates living in Italy). I don’t think it’s shows like Jersey Shore and Teen Mom that are the problem, but these pure unadulterated tv filth trying to pass themselves off as reality. I’d rather the line between fact and fiction stay just that, a solid line, not something to be toyed with in the attempt to increase viewings.

Conclusion

MTV is no longer synonymous with music videos galore. It has altered its very backbone and followed the ratings and taking the shows that are making impacts and re-creating them with similar themes, but a different title. The most unfortunate thing about this all, is that the demographic who watch this show (13-17) are living in an idyllic bliss as they don’t know what they’re missing out on. Decades of musical masterminds have been pushed to the back room to make way for people who are famous and hiking ratings for living their lives twice, or for being drunk and having a fine appreciation of the little things in life (ie. Gym/tan/laundry). One can only hope that eventually MTV executives come to their senses and play shows that take viewers back to their musical roots, and reinstate an understanding and appreciation of the simple art that is a music video. 

References

Ganz, C. (2010). MTV’s ‘no music’ strategy pays off with soaring ratings. Retrieved August 30, 2011, from http://new.music.yahoo.com/blogs/amplifier/42947/mtvs-no-music-strategy-pays-off-with-soaring-ratings/

Geen, J. (2011). GLAAD calls VMA winner Tyler The Creator ‘violently anti-gay’. Retrieved August 31, 2011, from http://www.pinknews.co.uk/2011/08/31/glaad-calls-vma-winner-tyler-the-creator-violently-anti-gay/

MTV changed the music undustry on August 1, 1981. (1998). Retrieved September 11, 2011, from http://edition.cnn.com/SHOWBIZ/Music/9807/31/encore.mtv/index.html

Music no more for MTV: College Candy. (2010). Retrieved August 30, 2011, fromhttp://collegecandy.com/2010/02/11/music-no-more-for-mtv/

Parker, L. (2011). MTV apparently wants to be 29 forever. Retrieved September 11, 2011, from http://new.music.yahoo.com/blogs/heard/12618/mtv-apparently-wants-to-be-29-forever/

Stelter, B. (2010). MTV is looking beyond ‘Jersey Shore’ to build a wider audience. Retrieved August 31, 2011, from http://www.nytimes.com/2010/10/25/business/media/25mtv.html