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MUSC 2150 (116)
Chapter 11

Chapter 11 Summary

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Department
Music
Course
MUSC 2150
Professor
Shannon Carter
Semester
Winter

Description
Week 11Textbook pag402472CHAPTER 11 I Want my MTV 19801990In the 1970s disco and punk challenged the rock status quoSubsequently punk retreated to the underground early in the 80s replaced by new wave and disco disappeared almost as quickly as it had appeared By the mid 80s MTV began to challenge radio for priority in establishing hit records and artists and heavy metal and rap began a climb from the underground into the spotlightMTV is on the airSince the beginning of rock music artists have used films as a vehicle for advancing their careers and increasing their popularityGiven the wide range of TV shows on the three major networks in the US most artists promoted their newest records by performing on American Bandstand Hullabaloo Shindig Where the Action is or variety shows like the Ed Sullivan Show For the European market it became practical to make short films that could be shown not only in Europe but also in the far flung corners of the British Commonwealth Australia and New Zealand In the late 1960s the idea of a television network devoted to nothing but promotional videos would have seemed absurdseemed strange to some broadcasters even in the 80s MTV also grew out of the way cable TV developed in the US in the 70s The question for people who developed MTV was not whether teens would tune in but whether they would watch music television around the clock on a specialty channel There were two models on the table in the early days of planningShow nothing but promotional videos provided by record companies at their expense critics emphasizedthat this would make MTV nothing more than an advertising billboard for labels The second model suggested that videos should be experimental and innovative not simply commercialsIn the end the first model was chosen and on August 1 1981 MTV went on the air with a video of the Buggles video killed the radio star MTV faced enormous challenges in its earliest day the first of which was having enough videos to fill the broadcasting hours Record companies were not convinced that investing money in music videos would pay off in additional sales and many of the first music videos were shot on shoestrings budgets One reason for reservations was that cable television was not yet widely available in America For its first couple of years MTVs main audience was white teenagers in the Midwest and to appeal to these viewers MTV played videos by mainstream rock artists who were with only rare exceptions white as well
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