The impacts and discussion surrounding the effects of the digital age on the music industry has been the centre of debate over the past few years.
The effects of this digital transformation have had wide impacts on the music industry as a whole – from the way an artists funds a new recording, the way fans consume music, and even to the way the record labels promote new releases.
A classic example of this transformation is MTV, which became the voice of a generation after it launched on August 1, 1981, at 12:01 AM, with the immortal words, “ladies and gentlemen, rock and roll.”
But a little over 30 years later and MTV is barely recognisable to the youth who grew up watching Beavis and Butthead lampoon the latest and greatest music videos to come out from rock n roll icons such as Nirvana, Van Halen, and Duran Duran.
Instead of classic clips, those tuning into the station will now find their eyes assaulted by wholly unlikeable characters such as those on Jersey Shore, Teen Mom, and nauseating celebrity trash updates.
Now in a parody video which you can watch above, presented as ‘Ask A Network Head’ at MTV, comedians have tackled the issue of why MTV no longer plays music videos and as is often the case – humour has a funny way of slicing right through an issue.
“Some of my favourite memories were hanging out with my friends, eating pizza, reading magazines, and watching music videos on your channel,” says a mid-20s girl in the video. “Anyway, these days I noticed that you only seem to air reality shows with really horrible vapid people and I just wondered – why don’t you play music videos anymore?”
Of course it’s no secret that MTV’s focus is no longer on music. In fact, executives at the company went so far as to drop music television from its name on February 8, 2010, so MTV is now an acronym that literally doesn’t stand for anything.
But that hasn’t stopped anyone born before 1995 from complaining incessantly about the change in MTV’s creative direction, sharply critiquing them for not playing music videos anymore. It’s a complaint that has got even louder these past few years as nostalgia becomes the new black for 20-somethings.
But the faux executives at MTV aren’t having a bar of it, firing back a number of truths in their colourful response.
“Yes, back in the day we earned our brand credibility by breaking new artists, but the music videos were only worth making if they had actual promotional power behind them, and the game has changed.”
“Your generation, not the one before you, not the one after you, your generation decided to steal music, and music videos are more worthless than ever before.”
“Puff Daddy used to be able to drive a speedboat through an explosion. At least that looked cool. No you’re lucky if you can make it through some dire piece of shit video without a character checking their hot new iPhone for three seconds at a concert.”
“Surprise. That gaudy, blatant product shot is the only reason that video got funding in the first place. Why bother otherwise when you can build an avid Twitter following for free?”
“Before I continue I just want to reiterate – it’s your generation that stole music and it’s your generation bitching about us not playing music videos anymore.”
“‘But MTV, when can I go and listen to hot new music from all my favourite artists?’ Oh I don’t know, how about the most empowering informational tool since the printing press AKA the internet?”
“You subscribe to their Twitter feed. You follow them on Facebook. You trust a computer algorithm like Pandora to tell you what new artists you should listen to, and you can watch you music videos again and again and again on Youtube. Build a fucking playlist if you’re so inclined.”
“Admit it, you’re getting older, and you’re afraid. Soon, you’ll be totally irrelevant to pop culture, phased out. So you toss up this old chestnut as a hip form of rebellion against the man. ‘Why doesn’t MTV play music videos anymore?’ And here’s the kicker. That complaint, is literally old enough to drive a car right now.”
“Oh, and to answer your question as to why we only air horrible reality shows about vapid people. Because you watch that shit to feel superior. Go ask the mirror why you watch it, I don’t give a shit.”
Of course the video isn’t real. But it does have a good point. The fallout from illegal downloading and falling profits of commercial television networks has seen a dramatic reduction in both quality music programs and spots on live television for local and international acts to promote their work.
As our recent piece on the lack of quality music programming here in Australia pointed out, the rising trend of young people consuming television not from the box, but from the internet through either streams or illegal downloading is pushing the commercial networks to the brink.
Executives have convinced themselves that the only way to make profits in the current environment is to invest in banal reality TV that has left many Australians and music lovers around the world disillusioned with the commercial networks.
But that’s a bit of a cop out. Despite the axing of music programs like Video Hits and the lack of interest in the ARIA awards, there is definitely a thirst for quality music programming.
The huge success of online streams for festivals like Coachella, Bestival and our very own Splendour In the Grass is evidence of the fact that people love watching music, especially live music.
That probably doesn’t mean that we’ll ever get another MTV. But hopefully someday we’ll see the return of quality music to our television screens.
