On August 1st, 1981, MTV launched, going on air with the words “Ladies and gentlemen, rock and roll” followed by the music video for “Video Killed the Radio star” by The Buggles. The purpose of MTV was to be "music television", a channel that would play music videos 24/7. When MTV first launched music videos were virtually unknown.
The content on the channel was moderated and guided by people known as VJs (video jockeys). At the start of the channel due to the uncertainty of the channel's success VJs were told to keep their second jobs and not to buy permanent residences, however, as the channel gained popularity these measures would be obsolete. VJs were tasked with recording intro and outro voice overs before each broadcast including information about music news, interviews, concert dates, and promotions. Once MTV increased in popularity, artists would even feature as guest VJs for an hour.
In the early days of MTV programming consisted of music videos that were provided free by record companies. However, once record labels recognized MTV's value as a promotional instrument more money was invested into creating cutting edge videos.
As the channel began to pick up speed people began to notice the lack of black artists featured on the channel. There were only a select few black artists included in the rotation on the channel. These select few were Michael Jackson, Prince, Eddy Grant, Donna Summer and even they struggled to get substantial air time on the channel. To break the “color barrier” Walter Yetnikoff, the president of CBS records which Michael Jackson was signed with, denounced MTV in a statement threatening to take away MTV’s ability to play any of the label’s artists. After this MTV started to feature more black artists, however, Les Garland, the acquisition head at the time, claimed he decided to feature Jackson without any pressure from CBS.
Michael Jackson’s Billie Jean is considered “the video that broke the color barrier”. Despite this, at first, the video was only played in medium rotation (two to three times a day). However, once it reached number one on the Billboard Hot 100, the video began to play in heavy rotation. In the following weeks and months, more Black Artists started to play in heavy rotation.
In the 1980s, MTV was significant in promoting careers of performers such as Madonna, Michael Jackson, Prince, and Duran Duran, and for bringing lesser-known artists to view. In addition to this, it was instrumental in the booming ‘80’s dance wave. The budgets for music videos increased and artists began to create fully choreographed dance sections to include in their videos. Fans began to learn not only the lyrics to their favorite songs but also the dances. Michael Jackson’s music became synonymous with dancing.
In the late 1980s, MTV began to change its content. It focused less on airing music videos and more on creating content and shows geared towards teenagers and young adults. Today, you’ll find little to no music videos playing on MTV.
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I found the article very interesting, especially how in comparison to back then, MTV is a shell of its former self, in most regards. Following its prime in the '80s, MTV followed a gradual decline. Many years later, today, following the years leading to 2016, MTV's ratings plummeted nearly 50% within its core demographics, revenue fell by more than 17% to around $1.15 billion. It continues to struggle under the decline of its parent company, Viacom.
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