Tuesday, September 21

40 years of MTV, the channel that changed music | Digital Trends Spanish


The world’s most popular music channel turns 40 today. We are talking about MTV —Music Television— the American cable television channel that revolutionized the way we consume music forever.

MTV, which began broadcasting on August 1, 1981 with the video Video killed the radio star by The Buggles, it was created in order to “mess up” the way music was covered. It offered the broadcast of music videos and related content 24 hours a day in a more relaxed format that viewers were used to.

In previous years there were already television programs dedicated to covering the music industry (such as Top of the Pops), which had a serious and knowledgeable presenter and live band presentations that many times did playback.

Then, MTV came to change that television model, it did not intend to have the most expert faces or to show the artists with the highest number of albums sold. It sought to be something refreshing that would attract the attention of adolescents and young people who spent hours and hours watching television. Hence his first slogan: “You will never see music in the same way again.” And that was exactly what happened.

Despite the recognized success, MTV was not without its difficulties in its early days. However, the solution to each problem changed the landscape in the television and music industry.

One of the problems was that, before the 80s, music videos weren’t that interesting. Many music videos only showed artists dubbing one of their songs in a static location, and TV audiences were looking for something more cinematic, attractive to watch, and not so monotonous.

At that moment, the video clip began to take on importance. The experience of only one audio track was left behind, the music began to be consumed in an audiovisual way. Ultimately, even if an artist’s song was at the top of the charts, if their video was boring or flat it didn’t exist, it just didn’t appear on MTV.

On the other hand, to broadcast videos of the biggest artists MTV had to pay a lot of money. But by not being willing to do that, he caused a lot of lesser known bands – British like The Police and American like Talking Heads – to want to produce his videos and sell them for a small amount. The intention was to appear on screen in any way, since MTV was the way to get notoriety back then.

Over the years MTV gained so much popularity that later it was the same great artists who asked to appear on the channel. This began to set the trend in what was heard and what was not. In this way, it was also diversifying the musical genres that people consumed and expanding the musical taste of the audience, going through rock, pop, hip hop, electronics and sub-genres such as new wave. The artists of the past decades no longer predominated, it was the emerging bands and the most unknown ones that began to win over the public.

In addition to promoting new bands, MTV also gave visibility to the videos of Afro-descendant artists, although it was not due to an editorial decision. What they did was give the public the option to call the channel (1-800-DIAL-MTV) and choose exactly what they wanted to see. In this way, artists such as Stevie Wonder, Prince, and of course, Michael Jackson were present.

Likewise, MTV marked a number of important milestones in the music industry over the years. He created the MTV Video Music Awards in 1984, which has historically been marked by shows extravagant and disruptive moments (like the presentation Madonna, Britney Spears and Cristina Aguilera in 2003). In addition, in 1986, he showed the first music video for rap and rock, an innovative mix of musical genres at that time. It was about Walk this wayby Aerosmith and Run-DMC

Later, in 1989, emerged MTV Unplugged, a concert program in an acoustic format that has featured iconic performances, such as Nirvana, Alice in Chains and Kiss, who make an appearance without their trademark makeup. And in 1992, the program was created Alternative Nation, which covered more niche alternative rock artists such as Marilyn Manson and Smashing Pumpkins.

On the other hand, also in 1992, a cartoon came to MTV that changed the way cartoon is viewed and that served as the basis for other programs in the future. Is about Beavis and Butt-Head, created by Mike Judge. It was an absurd and shameless comedy series in which two young rockers commented on music videos in a thoughtless, immature and sarcastic tone.

Over the years, MTV lost the relevance it had in decades past. In the 2000s, the channel began to include reality shows that, although they maintained the irreverent character of the channel, did not have much to do with the music industry or with the personality of the public that used to watch the channel. MTV stopped broadcasting mainly music videos and gave way to other types of content with programs such as Jackass, Pimp my Ride, Catfish Y Jersey Shore.

On the other hand, the decline of MTV is also due to the diversification of the ways of consuming music, which began in the 2000s with MP3 downloads and has progressed to today with current music services. streaming music, such as Spotify.

Although the channel is no longer the same and is already viewed with nostalgia almost as a retro icon, the truth is that it changed the way music was listened to and consumed. In addition, he gave importance to the genres and artists that people really liked and took the concept of music video to another level. Be that as it may, in its golden age the impact was enormous, both for the music industry and for loyal viewers. Happy 40 years, MTV.

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