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The Kids Still Want Their MTV

By / 09.09.10

Back in my day, we demanded our MTV and spent countless hours in front of television sets alternating between it and Nickelodeon. Today’s generation – who I’ve dubbed “the Intangibles” because they’ll grow up having held few if any cd’s, books and magazines – still deems MTV their number one source for music entertainment, except they prefer to visit the web portal instead of the boob tube version.

From the Wall Street Journal:

“Thanks largely to an ad-sales partnership with Warner Music Group, MTV Networks last month became the Web’s most-visited music destination, surpassing rival Vevo, according to new statistics from ComScore Media Metrix. MTV’s websites drew 53 million unique visitors in August, according to ComScore, two and a half times as many as the year-earlier period. Vevo had 49 million visitors.

MTV’s move to the top spot comes eight months after Vevo, a joint venture of Universal Music, Sony Music and YouTube, nabbed the No. 1 position.” [WSJ]

Still the music video itself is not dead; it’s living a full life online.

From AP:

“Lady Gaga and Beyonce go on a scantily clad murderous rampage with the nearly 10-minute “Telephone”; MGMT wanders through the dessert with a digitally created creature in “Congratulations”; Erykah Badu strips while strolling the path of President John Kennedy assassination in “Window Seat”; MIA depicts a war on terror against redheads in “Born Free.”

“All of these videos exploded on the Internet and became water-cooler moments. Cee-Lo’s recent and unprintable hit (titled “Forget Me” for radio) went viral with a video of only its lyrics. And Beyonce’s “Single Ladies” became so iconic is spawned countless imitators and even had then President-elect Barack Obama imitating the hand choreography.

“‘We’re entering another golden era for music videos,’ says Saul Austerlitz, the author of “Money for Nothing: A History of the Music Video from the Beatles to the White Stripes. ‘They’ve become part of the cultural discourse again in a way that’s reminiscent of the heyday of the music video, from the early `80s to the mid `90s.’

“It can take on a life of its own online,” says Shakira. “And it inspires us artists to be even more creative. With access to so many videos, we need to challenge ourselves to surprise our fans.'”


TAGSDigital NewsEVERYTHING ELSEMTVSpotlight

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