If MTV is dying, what comes next? As MTV UK winds down its channels, it’s a clear signal that the old model is fading. Fans want their music television on their terms: on demand, on YouTube (and CTV), and in moments that feel made for them.
Shows like Yo! MTV Raps and Total Request Live shaped how we saw the world. They weren’t just places to find new music —they were cultural classrooms. That’s where we learned how style, sound, and identity collide.
But when people say, “MTV is dying,” what they’re really saying is music television doesn’t live where it used to. The truth is, it’s right where it should be — wherever the audience is. Today, that’s YouTube and Connected TV.
As the exclusive partner for Warner Music Group’s music video catalog across YouTube, UPROXX Studios is carrying that torch, with 158 Million Monthly Viewers and 15.3 Billion Monthly Views. 77 percent of CTV viewers watch at least one music video every week, and UPROXX’s catalog ranges from iconic classics to contemporary hits.
Music television didn’t disappear.
It evolved.
And we’re building what comes next.
Music videos fuel culture now more than ever. And UPROXX Studios is where brands can buy into its most exciting era yet.