'I want my MTV' was the catchprase for a generation of music lovers.
MTV will celebrate the 25th year of its annual Video Music Awards, Sunday, September 13. Scheduled performers include everyone from Jay-Z to Lady Gaga at the event being broadcast live from Radio City Music Hall in New York City. The expected celebrity attendees count among them Rhianna, Mariah Carey, Kanye West, Eminem, Ne-Yo, Katy Perry, Green Day, Pink, Taylor Swift, Coldplay and newcomers Drake and Asher Roth. Beyonce’ and Lady Gaga lead the pack of nominees for awards this year with nine nods apiece. Pop tart Britney Spears is a close second with 7 nominations. British comedian Russell Brand will reprise his role as host at the festivities with his unique brand of humor and peculiar hairstyle in tow.
The odd thing is that many fans have yet to see the very music videos being honored by MTV on the network itself. Way back in 1981 a small cable television station catering to rebellious youth almost single-handedly revolutionized the music business by airing visual depictions of pop songs round-the-clock and 7 days a week. Nowadays, you’re more likely to hear a Rick Ross/50 Cent collabo than to see a video featuring either one on MTV. Interested in a “reality” show involving suburban chicks in their 20’s trying to make it in the fashion industry, suburban chicks in their 20’s trying to make it in the music industry, suburban chicks in their 20’s dating guys picked by their parents or suburban chicks in their 20’s showing off their parents’ mansions? Then look no further, but if you’d like to watch an up-and-coming mc spit flames while flanked by voluptuous rump shakers you’re gonna have to keep channel surfing.
In fairness, MTV does in fact still air music videos (contrary to public opinion), but you won’t see them unless, a)you’re watching between 3am to 9am or b)a pop superstar dies (Look at it this way: Madonna and Prince aren’t getting any younger and 50’s luck can’t last forever.)
Actually, in the next couple of years the fact that MTV stands for Music Television is surely gonna be one of life’s mysteries to the elementary school crowd. The truth is, many of the hottest artists of today have made it in the absence of, not because of, MTV’s support. That in itself has been the exception and not the rule for the past quarter century. There was a time when an artist couldn’t really be considered a superstar unless and until one of his or her videos was announced on the now cancelled countdown show TRL. These days, MTV is little more than an afterthought to chart toppers such as Gucci Mane, Lil Wayne, Nicki Minaj, OJ Da Juiceman and country singer Taylor Swift.
This trend away from videos is not limited to the network that Michael Jackson built, however. You’d be hard-pressed to find your favorite song set to music on MTV’s spin-off station MTV 2, as well. The funny thing is, when MTV 2 was launched in 1996 it was specifically created to be a 24-hour music video channel in order to complement the original network, which had long since been broadcasting anything but. Sister station VH-1, which is actually short for Video Hits One, is now known more for reality stars like Real and Chance or athletes like Terrell Owens than for actual music stars. Even BET’s daily lineup consists more of sitcom reruns than music videos. For those who would like to see what MTV used to look like, there’s always VH-1 Classic. At least when the station isn’t airing a documentary that is.
There are a couple of holdouts higher up in the premium cable channel ranks for you Hype Williams and Benny Boom fans. Both FUSE and MTV Hits still play videos around-the-clock. Though don’t expect to see anything that’s not an established hit. Definitely nothing indie or edgy.
So, while you’re watching Beyonce’ thank her fans for her umpteenth Moonman on the 13th, and you’re feeling the urge to actually see some of the winning videos for yourself, observe a moment of silence in memory of what used to be your parents’ favorite channel, log on to YouTube and just charge it to the game.
- Ran, originally published August 2009
