Zack Greenburg, author of a book about one of MTV's biggest stars ever, joins the podcast to discuss the highs, lows, and controversies of MTV. They cover topics such as MTV's business model, Michael Jackson's impact, one-hit wonders, Yo MTV Raps, movies, VMAs, reality TV vs music videos, and MTV's missed opportunities.
MTV revolutionized the music industry by creating a platform for music videos and successfully leveraging the I Want My MTV campaign and the success of Michael Jackson's Thriller to overcome early challenges and thrive with their business model.
MTV shifted towards reality television in the 90s, capitalizing on the success of The Real World and other reality shows that aligned with consumer interests and generated higher ratings, while still maintaining their cultural imprint through iconic events like the VMAs.
MTV's influence on pop culture and society was profound, introducing hip hop to the mainstream with shows like Yo! MTV Raps, expanding into movies, and solidifying their cultural imprint with their own awards shows like the VMAs.
Despite audience demand for more music videos, MTV followed consumer trends towards familiar IP and established formats like reality TV, reflecting a broader industry shift away from music videos towards other programming.
Deep dives
The Rise of MTV and the Impact of Music Videos
MTV revolutionized the music industry by creating a platform for music videos. In the early years, MTV faced challenges in getting record labels to provide free videos. However, the I Want My MTV campaign, along with the success of Michael Jackson's Thriller, changed the game. MTV's business model thrived with the massive audience growth and advertisement opportunities. The VMAs became a cultural event, while the channel expanded into movies and created its own awards shows.
The Shift Towards Reality TV and the Success of The Real World
In the 90s, MTV started shifting towards reality television, with the debut of The Real World in 1992. The show became a massive hit, attracting a larger audience than other content. The success of reality TV led to the creation of shows like Jersey Shore and a range of dating shows. While some viewers expressed a desire for more music videos, the reality programming aligned with consumer interests and demonstrated higher ratings.
The Influence of MTV on Pop Culture and Society
MTV had a profound influence on pop culture and society. It helped shape the rise of hip hop and brought it into the mainstream through shows like Yo! MTV Raps. The VMAs became a platform for iconic pop culture moments and legendary performances. MTV's expansion into movies and the success of its own awards shows, like the VMAs, solidified its cultural imprint.
Consumers' Preferences and the Economic Realities of MTV
While consumers often expressed a desire for more music videos, the reality was that they were more engaged with reality TV and other programming. This dynamic mirrors trends in other industries, such as Hollywood, where audiences gravitate towards familiar IP and established formats. MTV, like other media outlets, had to follow audience trends to remain profitable, leading to a shift away from music videos and towards reality programming.
Taylor Swift's rise to superstardom from the VMA incident
The incident between Kanye West and Taylor Swift at the VMAs in 2009, where Kanye interrupted her acceptance speech, had a profound impact on Taylor Swift's career. Despite the negative experience, the incident generated sympathy and positive feelings towards Taylor Swift, elevating her to mainstream superstardom. This moment played a significant role in Taylor Swift's rise to becoming one of the biggest artists of the 2000s.
Rob Dyrdek's dominance on MTV
Rob Dyrdek has been one of the most successful figures on MTV, benefitting greatly from his various shows and ventures on the network. Starting with 'Rob & Big' in 2006 and continuing with 'Rob Dyrdek's Fantasy Factory' and 'Ridiculousness', Dyrdek has not only had financial success, but has also become a producer and co-creator of multiple shows, solidifying his influence and longevity on MTV.
Kanye West's transformation after the VMA incident
The incident between Kanye West and Taylor Swift at the VMAs had a profound impact on Kanye West's career. While he still went on to achieve commercial success, the incident and the subsequent backlash fundamentally changed his outlook and persona. It contributed to a shift in Kanye West's music and public image, and had lasting effects that reverberated throughout his career.
Artists who didn't lean into MTV's game
There were artists in the 90s who didn't fully embrace MTV's game of visuals, image, and shock value, which may have hindered their commercial success. Artists like Cheryl Crow, who had hits but didn't fully tap into the MTV era, and black artists who didn't receive the same breakthrough opportunities as their white counterparts during the early years of MTV, are examples of artists who may have missed out on the full benefits of MTV's influence.
I Want My MTV! We broke down one of the most influential companies in music: MTV. I’m joined by friend of the pod, Zack Greenburg, who wrote a book about one of MTV’s biggest star’s ever, Michael Jackson.
We discuss the highs, lows, challenges, controversies MTV faced. From its business model over the years, shift to reality TV, VMAs, TRL, Yo MTV Raps, impact on culture, and its missed opportunities.
[00:08:43] MTV business model, rise of cable TV, untapped teenage market
[00:15:50] The impact of Michael Jackson and “I Want My MTV”
[00:25:22] How MTV sparked one-hit wonders
[00:30:01] Yo MTV Raps!
[00:38:59] Movies, VMAs, and more
[00:53:55] Reality TV vs music videos: what fans really want?
[01:00:47] MTV animated shows, spring break, Super Bowl, Rock the Vote
[01:05:58] Music industry peak, TRL, and big budget music videos
[01:12:17] Why Ridiculousness is now on MTV all the time
[01:20:44] MTV’s missed chances over the years
[01:37:26] Who won and lost the most from MTV?
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