On this day in 1981, MTV: Music Television goes on the air for the first time ever, with the words (spoken by one of MTV’s creators, John Lack): “Ladies and gentlemen, rock and roll.” The Buggles’ “Video Killed the Radio Star” was the first music video to air on the new cable television channel, which initially was available only to households in parts of New Jersey. MTV went on to revolutionize the music industry and become an influential source of pop culture and entertainment in the United States and other parts of the world, including Europe, Asia and Latin America, which all have MTV-branded channels.
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In MTV’s early days, its programming consisted of basic music videos that were introduced by VJs (video jockeys) and provided for free by record companies. As the record industry recognized MTV’s value as a promotional vehicle, money was invested in making creative, cutting-edge videos. Some directors, including Spike Jonze (Being John Malkovich, Three Kings) and Michel Gondry (Eternal Sunshine of the Spotless Mind), worked on music videos before segueing into feature films. In the 1980s, MTV was instrumental in promoting the careers of performers such as Madonna, Michael Jackson, Prince and Duran Duran, whose videos played in heavy rotation.
By the late 1980s, MTV started airing non-video programming, geared toward teenagers and young adults. Its popular reality series The Real World launched in 1992 and was followed by such highly rated shows as The Osbournes, Newlyweds: Nick and Jessica, Laguna Beach, My Super Sweet 16 and The Hills. MTV also debuted animated series including Beavis and Butthead and Celebrity Deathmatch, as well as documentaries, news, game shows and public service campaigns on topics ranging from voting rights to safe sex. MTV developed a reputation for pushing cultural boundaries and taste; the airing of Madonna’s 1989 “Like a Prayer” video is just one famous example. In 1984, the channel launched the MTV Music Video Awards, which were followed in 1992 by the MTV Movie Awards. Today, MTV’s music-video programming is largely confined to one show, Total Request Live.
What a ‘Piece of Shit’.
Lived through the rise and fall of MTV. “120 minutes” was one of the coolest shows on TV to hear and see new bands and music. Then someone in a suit figured out they had a captive audience and that social engineering was more important than playing music. It was cool while it lasted.
Yeah, I liked it when it was all music videos. When they started “shows,” I stopped watching.
As a teen in he 1980’s MTV was awesome. I remember having my VHS ready to hit “TAPE” when any of my favorite bands or songs were played. Late night concerts and “Rockumentaries” were taped in full of bands like the Scorpions, Floyd, to Sabbath or the birth of this or that genre.
By the time “The Unreal World” came out with its unrealistic and scripted drama of pampered, progenitors of our current SJW’s–MTV was dead. The first decade was great though.
Remember when they used to show videos?
My roommates and I would come running whenever a ZZ Top video (especially Sharp Dressed Man) would come on. Good times….once.
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I moved to Europe just as MTV was launched so I missed the best part of MTV. However, the best part of living in Europe at the time was being able to speak english and seeing the bands featured on MTV in person then talking my way backstage to party with the them. The Stones, Accept, Judas Priest, David Gilmour, Iron Maiden, Motorhead, Dokken, MSG, UFO, AC/DC, Saxon, J. Geils, Scorpions, Uriah Heep, etc. It was one hell of a run and I’m lucky to have survived.
American culture in ascendency.