How MTV Went From Cool To Irrelevant
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- Опубликовано: 22 ноя 2022
- The 80's and 90's in America, it seemed like everybody wanted their MTV. The music video was brand-spanking new, and Music Television was the epitome of "cool." But, times inevitably change, and so do fads. What happened when the music stopped, and reality TV took over? Let's reminisce about the days when MTV ruled the airwaves! What happened to Beavis and Butthead? Shows like Jersey Shore? I thinks its safe to say, nobody expected the MTV decline.
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In the 70s, there were shows like Midnight Special and Don Kirschner’s Rock Concert; these shows came on late at night (Saturdays, iirc) and were mostly live performances, but they occasionally showed promotional (MTV-style) music videos. This was where I saw David Bowie’s videos for Fashion and Ashes to Ashes (this would have been in 1980). Other programs occasionally showed MTV-style videos; I saw George Harrison’s video for Crackerbox Palace when he was the musical guest on Saturday Night Live in 1976.
MTV just gave up on TV. Ridculousness on repeat daily 😂
When I used to watch music TV channels as a kid before school (MTV, VH1, and Fuse I think it was called), I usually gravitated to VH1 and Fuse. This was roughly the mid 2000s when the music videos were dying down on MTV. What a great look back at the history!
Music TV channels in the morning before school brings back sooo much nostalgia.
MTV early on was very helpful for a young pre-teen like me just getting into rock, as it educated me, never having been to a rock concert in my life, and now all the bands I'd only ever heard on the radio, I could finally see what they looked like. And the information at the bottom of the screen before and after the video was very helpful in knowing the name of the artist and what album the song was from so I would know what to buy the next time I went to the record store. In fact, all the first albums I started buying (or had my parents buy) were from ones I'd seen on MTV in 1981, I could also see what instruments or what kind of guitars the bands were playing so that I could know what kind of guitars sounded best.
I was there from DAY ONE. And 10 year old me was over the moon. If you had told a 9 year old me one day bored out of my mind at school, that coming this summer I would be sitting in a bean bag watching music all day I woulda crapped my pants. But sure nuff there I was doing just that. Alas…times change, things change, nothing good truly lasts. It’s ironic though that MTV were the first ones to broadcast a reality Tv show. Road Rules. I bet they had no idea they were signing their own death warrant.
As a millennial born in 1992, i was glued to MTV for about 2000-2005. People always say it was way after its golden era and i believe them, but it's not like there was no music being played. I watched HOURS of music videos every day, usually waiting for that one RHCP, Foo Fighters, Linkin Park, Green Day, etc. video to come on, whatever was popping at the moment. Sitting through countless pop, rnb and rap videos from artists i didn't care for to the point that i recognized almost every name in the game. It also became interesting just for the videos themselves, i didn't necessarily need to care about the music. Sure there were lots and lots of reality shows too, most of i couldn't give two craps about but i did enjoy watching Cribs, Pimp My Ride and Punk'd for example. Still, it felt like it was maybe 50-50 between music and shows.
I was there when MTV Started. 10 years old and just over the mon obsessed with it from day ONE. IF you HAD TOLD 9 year old me in school one day that coming this summer you can sit in the bean bad and watch music all day I would’ve crapped my pants. Sure nuff. There ya go. But it changed, times change, everything changes. The ironic part is MTV STARTED reality Tv shows with The Real World. Crazy to thing they were signing their own death warrant.
With RUclips and the ability for people to make playlists of all their favorite music videos, there really isn't the same need for MTV or a channel like it as there was.
No i'm 58 Ilove the old mtv ❤
I totally agree with that. I don't care for the new mtv at all.
MTV in the 1980's and 1990's: Music Television
MTV in the 2000's and 2010's: Reality Television
MTV in the 2020's: Ridiculousness Television
As far as watching MTV, I watch Friday nights when they have "I Want My 80s" music videos. It's great to relive my teen years, even if they do have only a handful of videos that they play
These were some of the best times. Waking up to music videos playing as you get ready for school 🥲
It's cool being the same age as MTV. I grew up with that on the tube all day sometimes. I could not stand reality tv, so you can imagine my frustration over what it became. I will never forget the good old days though. I remember watching so many well known videos when they debuted.
Yea reality TV wasn’t really for me either. Almost feels like we took the music video era for granted
MTV in 1981-82 was kinda like watching Sesame Street. The studio scenes would get interrupted by music videos. But you always looked forward to the interruptions! And sometimes the videos would be the same ones played over and over again, but occasionally a new one would pop up. I looked forward to seeing a new one! Early Gen X kids like me had a longer attention span than later generations.
I remember when music was still on Mtv. I also remember VH1 Popup videos.
Also, MTV likely stopped being cool and became irrelevant the moment that they stopped being an effective media gatekeeper. In other words, being a gatekeeper of media means that you're participating in a form of marketing that's selective in what you wanted to push and sell to people. Nowadays, if you want to go watch or listen to something, you have a variety of avenues to do so. But during MTV's proverbial "heyday" in the '80s and '90s, options (especially before digital content became the norm) were decidedly more limited in what you could seek out for the media you consumed.
MTV on this end, with shows such as Headbanger's Ball, Yo! MTV Raps, or 120 Minutes gave folks a glimpse into other music that they might not have readily available, and opened you up to other material you might not have previously heard of. Even a show like TRL had a certain validation factor in that people wanted to see/hear the same music as you. The premise of the TRL was that you actually tried and requested songs and then waited for them to be played.
In a nutshell, a lot of the appeal that actually came with MTV was being able to tap in and see/hear things you wouldn't get a chance to otherwise. Once the digital age beginning with file sharing and the creation of Napster started to gain prominence, MTV's importance began to shrink. It's arguable that digital file sharing really messed with MTV's business model because they worked side by side with the record companies to basically push the album format.
This is very true! At one point we literally RELIED on MTV to give us our daily dose.
That wasn't Neil Armstrong planting the flag. It was Buzz Aldrin. Neil was the one taking the pictures.
Somebody on r/television (in the thread "The Y2K era (1997-2003) was the last okayish era for MTV. McBling era (2004-2008) was when they really overdosed on reality TV.") said that the move into Times Square (in 1997) ruined what MTV was at that point. Before that, they always did location shoots for their genre video shows either in a random diner in Manhattan or down in Point Pleasant during the summer. Once everything got shoved into the TRL package, focused hard on boy bands or other bubble gum pop acts, it really sucked.
I didn't have cable until the mid-80's. I WAS BORN IN 71, so I grew up with that channel as it grew up. I would watch it a friends houses. By 94, I was 22 and had attended the first Woodstock reunion. MTV playing commercials over the big screens was a total turn-off and I had grown up and had new interests. But yes, I was a fan for the first ten years!!
Yep, i think everyone was a fan at some point !
Prior to MTV, there was a lot of music television building up. Solid Gold with the Solid Gold Dancers was a syndicated show that proved music programs were viable. Nightflight was also on the USA Network. Local TV stations were using music videos to fill time. There were other shows. Also, when MTV first launched, it was only on a few cable systems. Almost no one saw the debut. That started the whole "I want my MTV" marketing campaign. It was a brilliant way to create demand.
It was brilliance at the highest level
I use to watch the Kenny Everett video show around 1979/80. Didn't last on American TV very long
I forgot mtv existed till now…lol
😂 i think we all did, crazy how much they fell off
I moved on many years ago like before my kids were born.
I'm stuck subbing in a Sports and Entertainment Marketing class for a few weeks. I want to do a lesson on MTV and music marketing, so this video is a great short documentary to introduce the topic.
Wow, now that’s an honor! Let me know how it goes, that’s an amazing idea
@@intellectualdigest6003 it went fairly well. They were attentive to the video and seemed to grasp the main points I wanted to make about marketing. However, getting them to apply it to their own experience... 🙄
Now they should call MTV, RTV or Ridiculousness Television because that's they play now.
The only MTV I watch nowadays is the old one & only on RUclips. The last time I seriously watched MTV was back in the early 2000s when they used to put on music that was not in the charts or not well known. The problem was I grew out of it being in my mid 20s but I also noticed more reality programmes instead of music so gave up watching MTV. Btw, I am in the UK & my first exposure to watching MTV live was in 1989 or 1990 via satellite when it had its own channel for UK & Europe. It was mostly UK / European programmes + presenters but there was also stuff from America shown as well. I used to record on VHS overnight the music videos they played in the early hours as it was mostly uninterrupted. My favourite "non-music" programme was Beavis & Butthead, as I found it really funny how they made fun of the dumb youth of back then even though I was part of that youth. I am not surprised the reboot in 2011 was not successful as I consider B & B very 90s & was very relevant of that era to which it belonged. I suppose B & B is making a comeback now because of nostalgia from people like me who grew up watching them. As for MTV now, I do not associate it at all with the MTV back in the 80s & 90s. Like I said I noticed the change in the early 2000s, noticeably with The Osbournes & since then it might as well be another entertainment channel rather than a music one. Sorry about the long comment, but I enjoyed the video. Well done on explaining everything clearly 👍
Dr. Demento introduced Weird Al ,not MTV.
Here's a suggestion for a future video: What Killed The Hub?
The Hub was a promising channel that could have rivaled the likes of Cartoon Network, Nickelodeon and Disney, yet it only lasted 4 years. What happened?
Not a bad idea at all actually!
"It was the late 70's....."
Proceeds to show examples of shows from the mid 80's and later....
Lol cut me some slack, this was one of my first few videos when i began. I’ve definitely came a long way since 3 months ago as far as quality. Hope you still enjoyed the content though :)
I was born in 1998 (I'm 24) so I didn't get to see MTV when it was at it's best, I remember some friends in Middle School telling me I had to watch MTV "It's Amazing, you need to watch it for at least a week!" but after watching MTV for the 1st Three Days, I wasn't really impressed then again this was during there Reality TV phase, and I'm not a fan of those type of shows. So for the rest of the week I would have MTV on in the Background while I played video-games, or I would change the channel to the Syfy Channel, or Comedy Central my Favorite Channels while I was in middle school. Going to be honestly I would actually enjoy watching a video that talks about either of them. I think it's great that your talking about Channels that aren't just the Major Kid Channels cause there are a lot of Networks/Channel out there that have have there own rich histories.
Thanks for that feedback! I'll definitely look into that for you
I gravitated to MTV in 1997, which was the year I turned 15. The network, along with VH1 and Entertainment Weekly, helped me keep up on who was popular in music at the time, but I also discovered the MTV show "Loveline" before learning that it had been a radio show for years. I watched the show religiously hoping that anyone whom Dr. Drew and Adam Carolla spoke to might have problems that reflected what I was feeling at the time. That was also why I watched "The Real World" religiously even after the 1998 Seattle cast, which was the last season I enjoyed. Eventually, I grew up, was never a fan of the teen pop era, never watched TRL, and had no interest in all those crappy reality shows. What little I have seen of the young women from Teen Mom on RUclips is so disturbing that two minutes makes can make my worst day feel so much better.
I loved those music videos in the morning before school
@@intellectualdigest6003 I used to work in a coffee shop and I would occasionally see music videos on MTV during the 2AM hour when I was getting myself ready to open the shop. The last video I can remember seeing was Whitney Houston’s “Saving All My Love For You” the day after she died.
That’s crazy that you actually remembered the last music video you saw on MTV.. I wish i could tell you mine
I wouldn't call the Beavis & Butthead reboot a flop. What killed MTV was catering to smaller groups and isolating the bigger audiences. The 80s and to mid 90s targeted pop, rock, alternative, and rap but then in late 90s they decided they were going to focus mainly on pop and the worst kind of mindless bubblegum pop. MTV survived the early to mid 00s cause the reality shows still had an edge or even a sophomoric edge to them like Jackass & Viva La Bam & Pimp my Ride or the trashy dating shows like NeXt etc but when it turned to Jersey Shore and Teen Mom type mindless crap you knew they weren't even trying anymore like the did years earlier with their Road Rules and Real World reality experiment. You gloss over a whole lot but yeah maybe lame artists and lame stunts like the Kaye / Taylor Swift stunt at that MTV VMAs about 15 years ago was the final nail in MTV's coffin. Did you even mention now how it's 24 hours a day Rob Dyrdek Ridiculous reruns? Everyone is pulling the plug on cable.
Olivia Newton John was not disco. She was soft rock.
And now, MTV is the Ridiculousness channel
I legit don't think I've seen anything else playing on MTV in a while lol
I totally agree with that.
Hello Sir, I watched Two Videos, and so far so good i have to say.
This Channel may not be at your time, but between 2011 and 2014, there was a children's Channel called The Hub, and in my opinion was the perfect Children's Programming that sadly died, I highly suggest you look it up and do some research and think to yourself, should The Hun return or stay Buried.?
Thanks for that! You're actually the second person that is interested in "The Hub", I'll check it out.
When everybody could get the videos and music we wanted through RUclips and Napster, Mtv lost that business incentive and blamed the download ers for it. They should have blamed Napster.
Mannnn i legit forgot all about Napster. Can’t forget good ol Limewire while we’re at it
Anybody here remember watching MTV Jamz growing up? Share your thoughts below!
To me MTV died in 1998 with the death of the MTV top 20 Video Countdown. The show was one of Cable TV's most watched and talked about cable shows of the 1980s. Many considered the show to be law as to what music was popular. By the mid 90s, the show was given horrible time slots and poor graphics compared to the 1980's and early 1990s. By 1998, because the countdown was based on airplay and there wasn't much anymore, the show got cancelled. TRL was the same show as Dial MTV, just with a new name. The only difference is that people can vote online. In the late 80s, Dial MTV was mostly power ballads and rock we didn't see much as mainstream, like Britny Fox, Enuff 'Z Nuff, Slaughter, and Faster Pussycat. In recall in 2001, MTV had a 10 hour special of the first 20 years of MTV review each year in a 30 minute special. In 2006, MTV had a 25 year special playing a video to represent each year from 1981-2005 based on what was popular at the time. I don't believe they celebrated any more anniversaries after that.
Yea, i think we all can agree that they had a beautiful run though.
Two events killed MTV.
1. Rock the Vote: A Democrat propaganda campaign in 1992 that paid off in spades. Immediately after Clinton got elected the CEO told all talent that music was "over". When asked why, according to Martha Quinn, who was in the board room for this, the CEO responded, "We just elected a PRESIDENT! And now you expect us to just play another WINGER video?" This was the moment that music was taken off of prime time and reality shows replaced it.
2. Napster: When MTV sided with Napster over Metallica in the music pirating war, they lost ALL support from the labels, (which paid the bills throughout their first decade,) and not a single music video has aired on the network since.
In all seriousness tho music and music culture has went downhill since the 2000s. So it makes sense mtv would ease up on music . It because the music sucks. There are many reasons for this . If rock and roll ever comes back from the dead perhaps mtv will too
I like Austin Powers movies
Should we vote for the Return of mtv
They have my vote!
Seriously? You say Sonic Youth and show a picture of Kurt Cobain? WTF?????
What a travesty!!! You should call 911!!!
I'd like to let you know in the comments that... it's incredibly annoying to keep being told to write something in the comments!
Thanks for the feedback! Learning as we grow.
80s, 90s, and 2000s were the glory years of MTV. Although I enjoyed there shows like beavis and butthead Daria, Aeon Flux, and The Real World but I loved seeing music cause it’s in the name. I glad I grew up with magic of mtv, these kids today will never know cause of iTunes Spotify and RUclips taking over. This goes the same with Saturday morning cartoons and especially the big 3 kids network ( Cartoon Network Nickelodeon and Disney channel) all were at there peak and a golden age in the 80s 90s and 2000s but got lazy and fell apart cause of technology. You should do a video on that.
You know you might be on to something. Maybe I’ll try to spin something up, pretty dope idea! Thanks for that
Exactly