MTV THE 1980 S 1980 s Television medium

MTV & THE 1980 S

1980 s � Television medium was used in new ways and video became the standard method for marketing popular music � Satellite and cable technology enabled the establishment of specialized commercial television channels � Channels: aimed at particular segments of the audience (‘narrowcasting’) � Other technological developments like combining television, film into home video

MTV � The 1 st 24 -hour music video cable channel � Launched on August 1, 1981 by Warner Communications and the American Express Company � Founder: Robert Pittman � Audience: white suburban viewers between 12 and 34 � The fastest growing cable channel in history � Provides a way for a record to get national exposure

British Music Videos Early MTV relied on British music videos Videos / promo clips – a way of gaining entrance to the US market, more cost effective; e. g. Spandau Ballet’s “To Cut a Long Story Short” and Soft Cell’s “Tainted Love” � MTV’s 1 st video “Video Killed the Radio Star” by Buggles � Buggles – British New Wave band formed in 1977, 3 members: Trevor Horn, Geoff Downes, Bruce Woolley � Other British groups (2 nd British Invasion): The Human League, Culture Club, Duran etc. � �

The Buggles

Video Killed the Radio Star: The Buggles � Originally released 1979 on Island Records – Age of Plastic (album) � Contemplates the effect of technology on art, life � Like earlier genres, relies on nostalgia to create mood/atmosphere (50 s/60 s rock) � Video 1979

Racism � Early MTV policy: focused on rock, a style played by few black artists � Targeted at white suburban audience, racial bias � Case: MTV’s rejection of 5 Rick James videos at a time when his album Street Songs had sold almost 4 million copies

Rick James

Super Freak Rick James � Originally released 1981 on Gordy Records - Street Songs (album) � Featured background vocals by members of the doowop group The Temptations (RJ’s uncle is a member) � Has been sampled by MC Hammer, Jay. Z, and GZA, among others � Video 1981

Michael Jackson

Michael Jackson and Thriller � � � � Forced a change in MTV’s essentially all-white rock music format Released by Columbia Records in 1982 Despite the success of Thriller, MTV at first refused to air the videos Finally after Columbia Records threatened to ban its white rock groups from performing on MTV, the channel relented, putting Jackson’s videos into heavy rotation High Production Costs The three videos – “Billie Jean, ” “Beat It, ” and “Thriller” set new standards for production quality, creativity, and cost Established the medium as the primary means of promoting popular music

Thriller Michael Jackson Released 1982 on Epic Records – Thriller (album) � Produced by Quincy Jones � Album crosses genre lines, R&B, funk, rock, pop, post-disco, etc � Remains the best selling album of all time � Beat It, Billie Jean also released as videos � Video 1982 � 7 singles released, all Top 10 hits �

Gender Roles � Objectification of women? : Madonna’s “Like a Virgin” and “Material Girl” � Respect for Women/Love songs: Lionel Richie’s ”Hello” or Phil Collins’ “One More Night” � Challenge the traditional images of men and women: Annie Lennox and Boy George played with androgyny � Resist the traditional feminine roles: e. g. Cyndi Lauper’s “Girls Just Wanna have Fun”

Madonna

Like a Virgin Madonna � Released 1984 on Sire Records – Like a Virgin (Album) � Produced by Niles Rodgers (Chic) � Portrayed Madonna as unashamed, confident, and defiant against societal mores. � Madonna performed this at the 1984 MTV VMA’s…to much scandal � Video 1984

Cyndi Lauper

Girls Just Want to Have Fun Cyndi Lauper � Released 1983 on Portrait Records – She’s So Unusual (Album) � Lyrics deal with the role of women in society � Video featured “Captain” Lou Albano of wrestling fame (she also appeared in WWF story lines) � Reached #2 in the U. S. in 1984 � Video 1983

Eurhythmics

Sweet Dreams (Are Made of This) Eurythmics Released 1983 on RCA records – Sweet Dreams are Made of This (album) � British New Wave duo of Annie Lennox & Dave Stewart � The video features Annie Lennox’s androgynous image – causing minor scandal � Covered in the early 1990 s by Marilyn Manson (right, John? ) � Video 1983 �

Dead or Alive

You Spin Me Round (Like a Record) Dead or Alive � Released 1984 on Epic Records – Youthquake (album) � British New Wave band fronted by Pete Burns (vocals) � Burns’ progressively androgynous look caused a stir � Video 1984

Culture Club

Do You Really Want to Hurt Me Culture Club Released 1982 on Epic Records – Kissing to be Clever (album) � British New Wave band fronted by Boy George � The band combined influences from reggae, pop, glam, and R&B � Boy George’s androgynous appearance caused a stir across Europe and the U. S. � Video 1982 �

Lionel Ritchie

Hello Lionel Ritchie � Released 1983 on Motown Records – Can’t Slow Down (album) � Ritchie is the former vocalist for The Commodores (funk/soul) � The video revolves around Ritchie and the blind woman he is in love with – hence the “Hello, is it me you’re looking for…” � Video 1983

Phil Collins

One More Night Phil Collins � Released 1984 on Virgin Records – No Jacket Required (album) � Collins had been the drummer and vocalist for the British progressive rock band Genesis � Collins is known for his “gated” drum sounds (an 80 s staple) � Video 1984

Programming � MTV launched several genre-specific programs that helped break new artists and genres � 1986: 120 Minutes – catered to alternative audiences � 1987: Headbanger’s Ball - catered to metal/glam/rock audiences. Preceded by Metal Mania (1985) � 1988: Yo! MTV Raps – catered to hip-hop/rap artists � Each program ran into the 1990 s � Acts such as Run DMC, The Beastie Boys, Pantera, Metallica, The Cure, and Nirvana were all featured heavily on these shows. � MTV Unplugged first aired 1991, and has featured artists playing their hits using (primarily) acoustic instruments � KISS, Stone Temple Pilots, Nirvana, Alice in Chains, LL Cool J, and Eric Clapton are among those who have filmed events

The 90 s � � � At the turn of the decade, MTV executives began developing programming based off of the PBS’ documentary An American Family In 1992, MTV launches The Real World, the longest running reality show in history (28 seasons and counting) The show was first hailed for presenting the lives and struggles of young adults (racism, prejudice, “growing up, ” and AIDS). It is now (generally) seen as a showcase for irresponsible behavior and immaturity. It spawned several spin offs (Road Rules, etc), and opened the door for MTV’s current programming (Jersey Shore, Teen Mom, etc)

The New Millenium MTV “re-branded” itself (dropping the “Music Television” and becoming just “MTV” in 2010. � This was done years after the channel had all but ceased playing music videos. � Viacom (MTV parent company) also owns VH 1, and all of the sub-MTV/VH 1 channels – where they do play music videos. � In addition, Viacom also owns CMT (Country Music Television) and Palladia �

Conclusion � MTV opened the door for new artists and genres to find markets and audiences across the world. � Helped foster global “Americanization” � Has continued to innovate and further expand the youth market � Has continued to help break artists from around the globe in US markets