While scrolling through the headlines a few days ago I noticed a small article about something ending. Not uncommon at this time of year. The beginning of a new year also can mean the ending for other things. It happens all the time….something ends, something begins and although I hadn’t even thought about this in years, and if I had thought about I would have wondered if it still existed, but the article said MTV had ended its music channels and the world of music videos in TV ceased to exist.
I was first introduced to MTV in 1982….yes, it feels like an ancient long lost time period. Where I grew up there was no cable TV and it would be years before it reached us. But it was while visiting my sister at college on one of those “bring your brother/sister to college weekends” that I first was exposed to the wonder of MTV. My sister was showing me around her dorm and while the individual dorm rooms didn’t even have cable back then the common areas did. There was a small alcove off the main TV common area, it was dark and only had a few chairs and a small TV, but all the chairs were occupied and the TV blared a strange combination of music and video accompaniment….MTV my sister called it. She said it was very popular and that particular common area was always filled and the TV was always playing MTV.
Debuting in 1981 MTV quickly became a phenomenon and was one of the defining cultural trends of the 1980’s. Music presented in video format exploded in the perfect combination of art, visualization and fantasy. Before MTV the only way to see your favorite band was by attending a concert or perhaps catching them on a late night TV show. But now they were right in our TV’s, in our faces and living rooms at all hours. The videos became highly produced and professionally directed and it seemed like they became more important than the music.
New shows quickly copied the MTV formula and started showing videos on regular TV stations bringing music videos to everybody, even us teenagers stuck far from a cable line. We talked about the videos, discussed them at length, compared and rated them to each other and quickly adopted favorites. And of course everyone picked their favorite VJ host, mine was the irresistibly cute and entertaining Martha Quinn. The stars of that time period are forever etched in our memories, always a certain age and look, the videos still recalled when hearing that particular song.
MTV long ago abandoned video content as its source of programming. Reality TV became the new popular content. It still had video channels but I can’t remember the last time I tuned in even if I was mindlessly scrolling TV looking for anything to watch. Consumption of music and video long ago changed. Music is consumed on our phones, algorithmically delivered one curated song at a time and watching videos followed accordingly easily accessible on YouTube.
A couple of weeks ago I wrote about shopping at my local mall for Christmas gifts and how it was so different than it used to be. MTV, like the mall, had its time and place and it was glorious. It officially signed off on News Years Eve and depending on what country you were in a different video was the last one played. In the US it was a song by a group called The Buggles titled “Video Killed the Radio Star.” Perfectly coming full circle as it was also the very first one played when the station launched.
Many things led to the demise of music videos and by extension MTV and although I don’t really miss it I certainly miss that feeling of discovering it and being in that time period.
Peace and Love,
John