I want my MTV: Music Television

Ultimately, I think MTV should relaunch its “I want my MTV’ campaign, but 2010 version with bringing back music videos and coverage.

In the ‘I  want my MTV” campaign in March 1982 created by George Lois, Advertiser Practioner who was named one of the pioneers of the century, where he featured many music artists such as Mick Jagger, David Bowie, and Cyndi Lauper to urge consumers to demand it to be part of the cable company and have it also as part of the local channel lineups. Its viewer base would go beyond 2.5 million to 25.4 million, triple sized. If they relaunched, they should call it “I want my MTV-music television” campaign with 2010 with great advertising, marketing and publicity. I think it the campaign will work out well.

With technology overwhelmed with viral marketing with social media of Facebook, YouTube and Twitter there is without a doubt that the campaign will be successfully.

Examples such as getting music artists such as Justin Bieber, Lady Gaga and Kanye West leading the brigade of the musical spokespeople and engaging community or event shows. I believed after digging deep into back into the past and present of MTV, we can formulate a great future with MTV creating this campaign. This campaign would strategically planning to engage music artists to reach out to communities with having contests for music fans to take part in a day with an music artist. MTV can regenerate its past accomplishments of Globalization of Music, Live Aid, and TRL with something new and refreshing for generation now and beyond. If MTV can play a part of music and pop culture in past, its sure in hell possible now. So, Judy Mcgrath, I have displayed my case, and I hope you can help act now in this great cause for music television survival. And as for all my readers, music lovers and music artists, thank you for reading and I hope you enjoyed my insight and lets act now and the time is now.

Agent A

Refuse to be Fused

So today, I was researching on an artist,  Cee-Loo Green since I enjoyed his new song called, “ Fuck You,” off his upcoming album, Lady Killer! It is a really catchy song and the lyrics have great meaning to it. So when I found his name on Google, I come across an article with Cee-Lo Green doing a new music television series show called ‘Lay It Down’. I was liked wow, this must be on MTV, but then I read it again and it wasn’t. The show was going to be featured on another music channel Fuse. I was shocked, but since the new logo change its true that MTV has disappeared with its music intelligence. It looks like Fuse has a better understand with the concept of music television. So this new show will feature him collaborating with artists being featured and discussing with them what inspires them and what its like to do their jobs. Some of feature guests will be N.E.R.D., Janelle Monae, and Ludacris to name a few.

Green said, this show would be an opportunity for everyone to be intimate about their own musical process, approach or formula, but true art isn’t exposed in its entirety. I believe it’s an opportunity to express a bit and reveal a bit but still maintain some mystique.

Even the senior vice president of programming at Fuse, Sal LoCurto, boldly is optimistic with the shows success since he believes it will boost ratings and get people to watch Fuse, and find true music lovers where they will enjoy the show rather than MTV’s programming shows like reality series  “16 and Pregnant.”

I find that Fuse is fitting perfectly with this new show in capitalizing the definition of a music television network. MTV needs to have a reality check with themselves that they created that definition and be competitive about it and come back. With great competition such as Fuse, MTV should get off the bench and start-playing starter again in the run for music coverage. Or else, MTV will be a bench player forever and be lectured upon its effortless abilities to handle music ever again. MTV has the advantage as being veteran and knowing the game of music television and has the ability to create new moves for us to view. Please MTV revive music videos, and coverage, before its too late!

Agent A

MTV2: great to pointless.

When MTV was in the brink of relocating its coverage with music, MTV decided to implement a another channel called MTV2 in 1996. Its original purpose  was to give music fans a place to see commercial free music videos that MTV once had since MTV direction was concentrating on reality television and soap operas.

In its early years it has developed music video programming with 8 hour rotations of different genres from rock to hip hop and alternative. With three different video disc jockeys known as VJS. They had shows called MTV2 Request, that would introduce diverse selection of music with rock, hip hop and pop.

The network escalated with 2003 million viewers in the United States. Later it would developed new concept shows such as MTV’s Most Controversial Videos with MTV news reporting and discussing videos. Videos that appeared included Eminem’s Stan, Metallica’s Turn the Page and Pearl Jam’s Jeremy. Yet MTV would work with new experimental shows dedicated to specific genres. They created MTV Rock that would be one hour per day and  then  got MTV Hip Hop was much more occupied with five hours a day. These caused timeframe conflicts so daily specials would occur with special documentaries, and random music videos. MTV2’s expansion with music was highly great although, it lack depth with daily music coverage of what is happening in the music industry as of NOW.

By 2006, MTV 2 would bring back classic MTV shows such as Beavis Butthead, Celebrity Deathmatch and started deleted music coverage all together as one. This seems very comical since the initial plan was to override the idea of bringing television shows or anything related with reality based shows, but it seems to be that they are repeating what MTV is doing now which is not cool. MTV2 went from great to pointless. MTV just needs to stick with one and that is MTV!

Agent A

Music Videos Glory with TRL

Another impressive move by MTV was the television music show called Total Request Live (TRL). It started back in September 1997 where they opened the show in MTV studios in Times Square, New York. It would introduce the top ten music videos with viewers seeing what would be top hits that viewers nationwide have voted on. The show would have musical performances and interviews by music artists, and by occasion would feature celebrities from films. Carson Daly, the host of TRL brought the excitement and energy of the show. Daly became the epitome of what music host should be. People would be encouraged with Daly’s interest favorite music artists from the pop era of N’Sync, Britney Spears, Eminem, and Aaliyah to name a few.

TRL made built a great path for music videos to become popular as well as excelling MTV’s brand name as the place to go for music videos and music coverage. Unfortunately, TRL was terminated due decline in views in 2008.

I feel its time to revive TRL with new global expansion with collaborations with YouTube and social media and other solutions in creating a show that interactive with world’s fascination with online. MTV would put a good fight with showcasing a classic show with a new outlook in how it distributes its music videos and coverage. Whatever the cost may be it would invest something that everyone would communicate and see what this old idea redesigned for the present future.

Here is a taste of TRL is having interview with the band, No Doubt. The joy of viewing music artists who are sharing about new upcoming music! Yes!

Agent A

MTV Aids International Live Event

Another back to future accomplishment that MTV did with its music coverage was with Live Aid. In addition did commercial advertisements and brief interviews during all day event. In July 13, 1985, Live Aid broadcasted by MTV all day lead by Geldof, a singer from a band called Brown Rats created a global concert for everyone to enjoy household of 1.4 billion people watched. The objective was to raised funds for ongoing Ethiopian famine.

The Band Aid would start a new trend with Michael Jackson producing a song  ” We are the World“ for the United States, as well as other countries like Austrialia, Jamaica, France and Spain followed global concept.

It also opened the gateway for benefit songs and events for a variety of causes to homeless shelters and struggling farms.

Artists such as Queen, David Bowie, Elton John, Paul McCartney, Adam Ant, Bob Dylan, Elvis Costello, Run-DMC, Judas Priest, Bryan Adams, the Beach Boys, Santana, Tom Petty, the Cars, Eric Clapton, Duran Duran, Sade, and BB King were among the performers.

Each artist was given no more than 17 minutes to play, and the performances were interspersed with short films documenting the famine, as well as impassioned pleas from Geldof to donate to the cause.

At one point, the phone center in the U.S. crashed when 700,000 pledge calls came in at the same time. By day’s end, more than $70 million had been raised. The 16 hours of music televised by MTV all day ultimately raised more than $200 million for the cause. Geldof would be given honorary knighthood and was named “Saint Bob” for his AID efforts.

Now on the cover of  “Live Aid” DVD is the now-iconic logo of the event, with LIVE AID is where “The day the music changed the world.” This displays key component that MTV provided a international event for music viewers all over the world to see what these music artists are trying to do, and that is raise funds for Ethiopia famine, and create environment to enjoy good music. This is exactly what MTV needs capitalize is live music events again.

Here is an advertisement commericial during MTV Live Aid with Lionel Richie as the spokesperson for Pepsi.

Agent A

MTV changes LOGO

Recently, MTV has redesigned its logo. The original logo designed by Frank Olinsky has been remodeled after a 30-year history of MTV. The only change with the logo is the tagline of “Music Television” has been deleted. According to the press release, the new logo is known as visually defined MTV, stimulating its past, present and future and embracing it’s diversity. It is showing the logo is part of MTV’s re-invention to connect with today’s millennial generation and bring them in as part of the channel.

Here a picture of before (first image) and after (second image):

Yet, how are you going to embrace diversity and the future of generation with ill-flavored reality televised shows that don’t appreciate or relate to music at all. Shows like Jersey Shore are degrading, and just plain stupid for the common eye like my previous post. I understand they want to seek the new generation of millennial, but how can you tolerate the new generation being uneducated with vast knowledge of music can do or what MTV can do.

It has posed many negative feedback by influential marketers and everyday readers on this new logo concept and even the network itself.

GEORGE LOIS: ADVERTISER, AUTHOR, RETIRED MTV ADVERTISER BOARD

“”I always had something in the logo [when I was working for MTV]. My idea was something was constantly happening. Sometimes I’d use a flat image of David Bowie, sometimes a fist coming out of it-something apropos of what I was doing.

“Part of the ground rules was to have the logo doing something different every time. Looking at this now, it gets back a little bit to where I was, except instead of having talent in there you have visuals of foolish people.”

HAMISH MCLENNAN, CHAIRMAN-CEO, VSR:

“The MTV brand, to me, stands for such an irreverent, groundbreaking brand, and unfortunately I feel a little underwhelmed when I look at this. It feels like it could be a fashion shoot, and I think it’s lost its out-of-the-box character and heritage. It was an irreverent brand but now it’s very mainstream.”

Although, Judith McGrath, defends her case that new MTV logo is that they are moving to many new platforms and newer audiences or generation and what is hot new with trends. Here is a video of her speaking her thoughts.

Judith McGrath presents her case about progression  pretty well but not enough. They are  eliminating the words, Music Television is completely wrong because they are destroying the whole concept of what MTV is about. I think logo shouldn’t be terminated at all. MTV is MTV. Its not  stupid entertainment television its music television. Another reason why MTV needs to revive music videos, and coverage is to state to its regular viewers and prospective viewers that we are still loyal to what we are and that is a music televised network. In addition, it shows how ignorant MTV Networks have not establish the concept that they are ruining their imag just by this one change with their logo. Overall, it was unnecessary and foolish to reformat the brand’s logo.

Agent A

Reality Bites in the World and the Shore

One of the first reality television shows to premiere besides the earlier shows American Family in 1970s or 28 Numbers in 1990s, was MTV’s reality show called Real World. MTV created this reality show in 1992 to exemplify a story of young adults living together in their struggles and accomplishments of daily life with one another with different personas and backgrounds. Although, the series was known during early productions of covering young adult with relevant topics of finding oneself, sexuality, abuse with drugs or alcohol, prejudices, but in recent years its reputation has been diminished into immature and ugly behaviors of the young individuals. To this day, this show continues its reality series and has been credited by other networks with the launch of modern reality TV genre as well soap opera documentary. So I this case, MTV has created the concept modern reality TV genre and soap opera. So MTV with its power of creativity can easily terminate its use of reality TV shows since its new production of Real World has demoralized the way people are, and found much more scripted, which gives the impression that reality television shows are no longer a plus in MTV network and to the audience all together.

In December of last year, 2009 MTV produced a new show called Jersey Shore where it has eight local Italian Americans living and vacationing alongside Jersey Shore and discusses their interpersonal relationships together as they overcome friendships, betrayal, alcohol abuse and other similar concepts that Real World did. Although, the audience feedback to Jersey Shore is that is as a form stupid entertainment that has no relevance to the them  but watching young individuals tan themselves in tanning shops, and getting ready to party at night is something delightful which is strikingly sad. Despite the heighten success of rate reviews, Jersey Shore ultimately depicts the wrong message of a lifestyle for young teens and adults, and how long can we really watch a show that has short term and imaginary plots that have no Aristotle principles such as emotion, logic or ethics.

In one response to the ill-natured reality show by Daniel Cappello, the bureau’s executive director, said, “We’re flattered that MTV thinks we’re an interesting enough destination to warrant an entire reality series. But the national TV audience is hardly getting the full story. MTV is providing a one-dimensional, dramatized version of a very small group of visitors’ summer experiences in one Jersey Shore town. We have many spectacular ocean and bay beaches in Monmouth and Ocean County, from the Atlantic Highlands down to Long Beach Island, and countless choices for people of all ages and walks of life to enjoy year round. People who escape to other destinations once in their lives return to the Jersey Shore for a wholesome family experience year after year, from generation to generation. We welcome visitors to come here, even during the holiday season, to enjoy a cultural diversity that in no way reflects what is seen on MTV.”

Ultimately, reality television shows in MTV have become stupider and stupider for the common eye to see. Do we really want to catch more of this? I think, not. MTV must act and revive their musical roots and educate again through its videos, interviews, and shows about music that demonstrate their M in TV. Yes.

Here is a reactment of imitation of Jersey Shore by children. You can see how show is sheer stupidity.

Agent A

Medium is the Message

People might argue, oh why would the generation now would want to watch music videos instead of reality-televised shows like The Hills. Or others might say its going to be difficult for people who enjoyed music videos in the golden years would want to watch MTV again. The answer is simple initiating the medium is the message. Medium defines a way or a channel of communicating information. In this case, MTV has communicated through the world with its music videos and coverage with its artists during its music coverage era. MTV has powerful voice within music, pop culture and lifestyle as a whole and also help cultivated it. So whatever MTV has to say, people will listen and want to see what they are trying to do.

Since we  are going to back to future with music, lets look back at MTV’s accomplishments with music videos and having music as its main focus. According to scholar Grossberg’s analysis collection of essays, Sound and Vision: The Music Video Reader, “the dominant contexts within which popular music operates in the contemporary world can no longer be described as or in the terms of rock culture ” (Grossberg p. 207). He later adds and refers to MTV the music videos phemenenon that we cannot simply dismiss these new formations. Grossberg’s collection of essays look back in the early 1990s, and how the rise of music videos would begin to cultivate popular culture and its music.

In one study by Steve Jones, media communications specialist indicated that there are two reasons to consider MTV sends it message with music is that MTV has huge impact on popular culture  and reach to the global world. In other words it globalization at its finest. MTV launched cable and satellite channels outside the U.S. MTV Networks now include the following: MTV Brazil, MTV Canada, MTV China, MTV/MTV2 Europe, MTV France, MTV/MTV2 Germany, MTV Holland, MTV India, MTV Italy, MTV Japan, MTV Korea, MTV Latin America, MTV Nordic, MTV Poland, MTV Romania, MTV Russia, MTV South East Asia, MTV Spain, MTV Taiwan/HK, MTV UK, and MTV Base.

Here is a advertisement picture of global event called MTV World Stage, Live in Malaysia, 2010. Music fans in 162 countries are transported to front row seats somewhere in the world to experience their favorite recording artists live and 550 million people watching it at home, too! Crazy, cool I have to add!

In response, ‘to era of globalization, when local and regional cultures are unsettled, fluid, and challenged by global culture, it is not surprising that multinational advertisers and marketers would seize upon a youth- oriented global brand such as MTV” (Jones p. 3).

According to Banks, a scholar with media relations, stated the essential needs of what MTV was processing in globalization was through “Music video is at its core a type of advertisement for cultural products: films, film soundtracks, recorded music, live concerts, fashion apparel depicted in the clip and even the music clip itself as a home video retail product. Omnipresent play of music videos on MTV (and elsewhere) helps shape global demand for this array of products” ( Banks pg. 58).  Music videos represented what MTV’s global success as a network, company and ultimately revolutionary artist. I find that music videos are essential in the past, and they will forever will be in the 21^st century since music itself is daily necessity with our society. Everyone enjoys listening to music whenever, wherever, and whatever.

As a result, I believe the concept of medium is the message expresses the idea that MTV has the power to change, and conquer, and by doing so it can revive music videos and music coverage into a much more wider scale because they are the epitome of what music channel or network is all about. They have establishing name brand, so many special publics, collaborations with other networks, companies that can it would easy with a simple  1, 2, 3 lets do it!

Agent A

Addressing Change with MTV Networks

Dear Mrs. Judith Ann McGrath,

You’ve worked hard to bring a great visual experience on your network showing us that television networks need to continue its progression. Although now, you have terminated the integrity of MTV initial title as music television. You have increased the number of reality television shows, you have depleted music coverage, and music videos ultimately as a whole.

This includes taking away music industry coverage and live music events, and valuable historical notes about music artists.

We understand the concept of evolution of popular culture in trends. However, MTV networks should understand the concept of integrity and its roots as being the only channel for music. With you being an operative of many networks, you can make the change happen now.

It starts by bringing back music video coverage as well as music education such as artist’s biographical interviews and the genre of music, live events, artists collaborations with others and non-profit or corporate organizations working for a cause. Simply being a place of information and publicity for music as a whole. By deleting or selling programs such as Jersey Shore to other networks because they have no reference to what MTV is about. I encourage you to be advocate for MTV’s integrity because if you start now, it will be tweeted about and world will know that MTV is doing what they are suppose to do, which is MUSIC TELEVISION. In addition, your network views will double from reality shows because everyone would want to see the change of MTV and its creativity. You have done it in the past and you can do it again! It will show an example of network staying true to its roots and its name rather than being a network following trends, but being true to itself.

Thank you for hearing me out,

Agent A

MTV what?!

Do you ever wonder what MTV stands for? MTV stands for Music Television.  Now I ask myself has MTV continued its objective and purpose for television of promoting with music artists, bands, producers and anyone associated with music industry. The answer would be no. When MTV first started in 1981 and showcased its first clip of a music video by Buggles called “Video Killed the Radio Star.” They shaped what music marketing would evolve and how music listeners can watch and listen to their favorite musicians while embracing pop culture. Music videos would become a world phenomenon and enjoyable, but nowadays popular music have diminished over time during middle of 2000s, and now reality television shows on MTV have taken over music videos’ playtime. The quality of music television was lost and MTV’s integrity disppeared. As a young kid, I watched MTV’s transformation from music videos to reality shows.

I feel my personal experience; knowledge and the research that I will be conduct will formulate the best possible solution to MTV, which is bringing back the music videos. Further more, bringing music coverage as its main focus and eliminating reality televised shows in the network.

This means going back to future, just like Marty McFly and Doc did where they had to save what happened to Marty’s family during the past in order to retain a great present time. On the other hand, in this music case I will be going to back in time and trying to convince MTV to retain information necessary for them to revive the music coverage and videos and other associations with popular music and its culture. The time is now. If you feel the same, please come join me in my time machine,  DeLorean MTV-12 as we journey through back time.

In order to go back time and deliever this change, I would have to explain it to Judy McGrath, Chairman and CEO of MTV Neworks since 2004.

My intial reason for my Delorean MTV-12 expedition is to revive music videos and overall music entirely on MTV is that I feel that MTV needs go back to its original roots of what its abbreviation stands for and understand that quality of music needs to deeply focused instead of these reality shows. I have always been a fan of music of all genres and felt that TV channels haven’t really distribute themselves for just music. I feel that MTV should come back with music and terminate its reality TV shows since they don’t relate to music at all. Music is needs to be appreciated and televised.

Agent A