MTV, quick for Music Tv, is taking down its music tv. Particularly, the all-music video channels that launched it into popular culture. MTV itself appears effective; it’s simply dropping the music movies and going all in on the immensely in style reality-TV programming it has develop into identified for of late.
MTV launched in 1981 as a channel for youngsters, airing nothing however music movies. What nobody thought would work quickly grew to become a power within the worlds of music, tv, movie, trend, sports activities and even politics. The primary video that aired, the Buggles “Video Killed the Radio Star,” was prescient.
As Gillian Orr, who labored at MTV, displays:
Launched within the US in 1981, MTV shortly grew to become a cultural phenomenon, solely premiering music movies together with Michael Jackson’s Thriller in 1983, placing out the era-defining collection MTV Unplugged from 1989, and birthing fashionable actuality tv in 1992 with The Actual World. Its numerous award exhibits offered among the most talked-about moments in popular culture, from Madonna kissing Britney Spears and Christina Aguilera in 2003, to Kanye West interrupting Taylor Swift on the rostrum in 2009, to Woman Gaga’s meat gown in 2010. However music movies had been the model’s central pillar and MTV had the attain to propel artists reminiscent of Duran Duran, Cyndi Lauper and Nirvana to superstardom.
Eric Alper has outlined most of the methods MTV modified the cultural panorama, however 4 of his insights are significantly price noting:
1. The Visible Turned as Vital because the Aural
“Earlier than MTV, you heard the music. After MTV, you noticed the music. The visible presentation of a music grew to become simply as essential as its melody and lyrics. Artists started to craft elaborate narratives and gorgeous aesthetics for his or her movies. This shift pressured musicians to suppose visually and created an entire new creative medium inside the music trade.”
2. Globalizing Pop Tradition
“As MTV expanded internationally, it grew to become a robust power in globalizing popular culture. Music movies transcended language limitations, introducing artists from one nation to audiences in one other. This fostered a shared youth tradition all over the world, creating widespread reference factors and uniting followers by a common visible language. It was a real cultural alternate on an enormous scale.”
3. Shaping Political and Social Discourse
“Past simply leisure, MTV usually tackled social and political points by its programming and PSAs. ‘Rock the Vote’ inspired younger folks to interact within the political course of, and exhibits like The Actual World addressed advanced social dynamics. MTV advanced past simply music, turning into a voice for a technology and influencing their views on necessary matters.”
4. Forging a Sense of Collective Identification for a Technology
“For a lot of, MTV was greater than only a channel; it was a cultural touchstone. It offered a soundtrack and a visible backdrop to adolescence, providing a shared expertise for thousands and thousands. Whether or not you had been watching it after college or discussing the most recent video with pals, MTV created a way of collective identification and belonging for generations of viewers.”
So whereas video might have killed the radio star, the web has now killed the video channel. Now you may view something you need on Instagram or YouTube. However the affect of MTV carries on.
For its lasting legacy, simply scroll by TikTok.
James Emery White
Sources
Craig Marks and Rob Tannenbaum, I Need My MTV: The Uncensored Story of the Music Video Revolution.
Jon Blistein, “MTV’s Music-Solely Channels Are Formally Going Darkish,” RollingStone, December 31, 2025, learn on-line.
Gillian Orr, “I Labored at MTV within the Glory Years — It Will Be Missed,” The Sunday Occasions, December 31, 2025, learn on-line.
“MTV: A Farewell to the Channel that Modified Our World,” That Eric Alper, December 30, 2025, learn on-line.
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