You just had to be there

Did any of us think modern day MTV, quite literally the greatest Rock enthused television channel of all time, would turn into reruns of Ridiculousness? I mean sure they shifted to reality TV (shout out Jersey Shore and True Life), but imagine what they’d be today if they would’ve migrated with modern day media and music? Used that 80s - 2000s nostalgic aesthetic to their advantage? Actually, I just looked at their youtube channel as I was typing this so I guess this is them trying to stay relevant? Still, they went from 99 million viewers to just under 4k on their Youtube channel today. So my point stands! 

MTV music videos were sincerely integrated into my morning routines. As early as probably the 4th grade, I’d listen while getting ready for school. Props to having a metal head older brother who introduced me to the scene when I was like 5 haha. Whenever recording episodes became a thing (who remembers that?! Wow what a time) I would record the overnight Metal Mayhem Blocks. This is one of those, “you just had to be there” type things. 

MTV was originally designed to target the alternative community which is what made it so different from other networks happening at the time. Well, aside from their sister company VH1 that launched about four years later. MTV was known for documenting some of the greatest moments in music. We got live streams of global benefit concerts like, Live Aid, metal music videos, and MTV: Unplugged for four freaking decades like come onnnn.

“Video killed the radio starrrrrrr”. That’s a hell of a choice for MTV’s first ever premiered music video. Were The Buggles ahead of their time or something? Freaking banger of a song. I said what I said. 

1:15 - 4:28

MTV's Debut & Launch - Video Killed the Radio Star (Aug 1, 1981)

So, the golden question is, how the hell did they go from this to Ridiculousness? Well according to the awesomeness of Google, it was cheaper for them to air the show, consistently attracting viewers even though between 2018 - 2022 show watchers said it became overwhelmingly unbearable. It’s even mentioned that MTV streamed 113 hours out of 168 hours of showtime of Ridiculousness.

Unfortunately, it seems that social media was the cause of death of MTV. People no longer wanted to watch music videos on the channel, but preferred Youtube and then shortly after favored TikTok. Gosh it’s so sad and makes me feel so old. Though I must admit, the rise of Youtube was quite exciting to see and TikTok has given many local bands the opportunity to have a platform while highlighting our local music scene.

We miss you MTV. It was a great run. We wish you would’ve hopped on the social media bandwagon and got creative and adapted with modern day music, but since you DIDN’T, you will forever live in our hearts.

RIP MTV

sources:

https://www.vanityfair.com/style/2021/05/heres-why-mtv-didnt-fail-40-years-ago