![]() ![]() ![]() MTV early days: promotional videos August 1, 1981: The Buggles' "Video Killed the Radio Star" MTV audience: white, Midwestern teenagers MTV struggles with diversity Two approaches were considered MTV would show only promotional videos made by record labels MTV would show videos that explored the creative aspects of the medium The second option was championed by former Monkee Michael Nesmith The channel decided on record label promotional videos MTV premiered on AugFirst video shown: the Buggles video "Video Killed the Radio Star" The growth of MTV Many of the first music videos were shot on shoestring budgets Cable television was not yet widely available MTV had its biggest audience wherever HBO and other premium channels succeeded Mainly in the Midwest MTV played videos by white mainstream rock artists MTV did sell advertising Their programming was directed at advertisers' target audience For its first couple of years, MTV's main audience was teenagers in the Midwest MTV and Michael Jackson In early 1983, Michael Jackson's "Billie Jean" was climbing the pop charts MTV refused to play Jackson's video They believed viewers would not watch because Jackson is black Jackson's video did get played on MTV in March 1983 Jackson's enormous success increased the popularity of the network Record companies soon considered videos to be crucial promotional tools MTV began to rival FM radio as the place to make or break hit records MTV became an important aspect of the popular-music business during the 1980s The principal criticism: MTV favored artists' visual aspects over their musical aspects Consequently poor musical quality was overlooked (or ignored) Music Television Station that became a cultural happening in the 1980s, which has since been utilized by political groups to reach the youth vote. ![]()
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