Preston Evans
ENGL 120W
03/16/14
Pop Culture Wasteland:
When MTV Stopped Being Music Television
If you grew up watching re-runs of Saved by the Bell or laughing at the mishaps and shenanigans of awkward teenager Cory Matthews from Boy Meets World, chances are you probably also watched your fair share of Music Television, or MTV. In my self-conscious and undoubtedly graceless youth, I remember waking up in the morning (after hitting the snooze button a few times) and turning on the television to find music videos. As the only other exposure to finding new music I had came from long car rides with Mom, the music videos featured on MTV helped me discover new artists and develop my own taste in music (not that I didn’t love listening to Eric Clapton’s Unplugged on repeat, Mom). Unfortunately, it seems MTV and its producers have completely phased out the music video in recent broadcasting. As CNN critic Jarrett Bellini writes, the MTV network has essentially become “a giant bouncy castle for America’s drunk, tanned, and pregnant.” So why has MTV decided to cast away from its roots? Why does Music Television provide the consumer with drunk, overly dramatic Italian-Americans instead of music from the latest emerging artist?
The answer is simple: MTV is a business. Former MTV executive Peter Hoare stated in November of last year that MTV “won’t play music videos because [the audience consumer] won’t watch them.” Exactly. Perhaps YouTube and other video archival and distributional outlets have thwarted the efficacy of MTV’s former programming. Instead of waiting around for a music video we want to see on TV, we can simply type the name into YouTube or Google and have the video, lyrics, band biography, and countless other informational tidbits about the song. This accessibility and developing consumer culture (where, obviously, we want everything as quickly and conveniently as possible) has pushed the music away from Music Television. We, the consumer, are the reason that MTV has stopped having bands like Nirvana and Sir Mix-a-Lot (don’t act like you don’t remember all the words to this glorious one hit wonder—you know you do) appear in regular programming and instead has been showing multiple groups of sexually crazed, ill-tempered twenty-somethings living together (usually in some sort of beach paradise) for the past twenty-two years…
Yep, how old does that make you feel? MTV’s The Real World began in 1992, only 11 years after the channel’s founding in 1981. A quick search for a list of programs broadcast through MTV (past and present) literally made my head spin when I saw how much the programming had changed since the 90s. In the late 90’s and early 2000s MTV aired 63 music series (along with various other news, reality, comedy, drama, and talk show series); however, today MTV airs only six. That’s right, six. Of these six, only two have stood the test of time: MTV Unplugged has been running since 1989 and Making the Video first appeared in 1999. On the other hand, MTV also currently airs eight reality shows. What’s more, seven out of eight of these shows premiered in 2009 or later. Maybe they should just rename the station RTV? After all, there are more reality shows than music shows on Music Television. It just doesn’t add up.
I suppose I should cut MTV some slack. After all, the station is a multi-billion dollar company that is consistently found on Forbe’s “World’s Most Valuable Brands” list. As of November of 2013, the MTV brand value was listed at $5.6 billion. I assume it’s safe to say that MTV is a station that knows what it’s doing, even if it does sacrifice its traditions and values to turn a profit (but what big business doesn’t these days?). In his weekly column “Apparently This Matters,” Bellini also states that “if there was money in music videos, that’s what [MTV] would show.” Unfortunately, it seems the real money comes from reality television shows, watching drunken and frighteningly immature “adults” brawl over a girl (who doesn’t even seem that attractive in the first place) or a newer series called “Friendzone” that I haven’t even bothered to look up nor have any desire to do so, as the name alone is enough to send me running. Maybe I’ll even run all the way over to VH1, MTV’s sister station, so I can watch a group of different, though equally trashy, people competing for a washed up country or hip-hop artist’s love and affection.
In MTV’s defense, the station broadcast 12 hours of music videos last Independence Day in an attempt to nostalgia trip some of its lost (and older) audience back into the vortex which is MTV. Sadly, this daylong ritual did almost nothing to convince me that MTV is no longer truly Music Television; especially considering the next show that came on portrayed a screaming 16-year-old going through extreme labor pains. Yikes. So MTV should no longer be called “Music” television. And maybe that’s our fault.