MySpace Killed The Video Star?
First, thanks to Jerry for sharing the devo yesterday.
Second, a few of us are in Dallas at an NRB function, at which we're in small groups and discussing matters of concern and opportunities to go for.
And now, with a twist on that old Buggles song, here is a look at the death of MTV. In The Guardian (a U.K. paper) Owen Gibson offers some perspective about kids and new technologies. Selected paragraphs:
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MTV sparked a revolution that changed the recording industry for ever. Now, as it hits 25, the global giant is facing fierce challenges from sites like MySpace, YouTube and Flickr. Has it had its day?
Today's teen flicking between MTV's Pimp My Ride, Channel U's diet of urban music and incessant ringtone ads, and Kerrang! TV's heavy rock brand extension might find it hard to believe, but music television was once thought of as a dangerous revolution that could destroy the recording industry. It wasn't until stars like Madonna, Michael Jackson and George Michael broke through as a result of the medium's marketing clout that its full potential was realised. MTV's launch, in 1979, was one of the defining factors in shaping today's celebrity culture. Pop stars began spending more time at the gym and more money on plastic surgeons, and the successful artists were those who could combine music and image in a perfectly produced, expensively coiffured package. It's a formula that's been working nicely ever since - for both bands and broadcasters.
MTV might still be a presence in the bedrooms of today's teenagers, but they'll also have a tinny track coming out of their mobile that was bluetoothed to them by a friend, and are grazing for hours on social networking sites like MySpace or Bebo, and self-selecting the videos they want to see on Yahoo's Launchcast, Google Video or 3 Mobile's video download service. Could MTV go the way of Top of the Pops or Smash Hits, other once unimpeachable music brands that withered once they ceased to be relevant?
In a world where 16-34 year olds are the advertising holy grail, music remains one of the best ways to reach them - that's why websites and mobile phone companies are competing to establish themselves as the distribution platform of choice, and why corporate sponsors such as beer brands continue to pour millions into associating themselves with specific artists, festivals and holding their own one-off events. But as the number of distribution platforms multiplies, so does the competition for content.
~~~~~~~~~~~~~~
What do you think? Is MTV dead? Will MySpace overcome it? How can we reach that next generation with our message? Will they hear us over the din of the world's noise?
Food for thought.
Second, a few of us are in Dallas at an NRB function, at which we're in small groups and discussing matters of concern and opportunities to go for.
And now, with a twist on that old Buggles song, here is a look at the death of MTV. In The Guardian (a U.K. paper) Owen Gibson offers some perspective about kids and new technologies. Selected paragraphs:
~~~~~~
MTV sparked a revolution that changed the recording industry for ever. Now, as it hits 25, the global giant is facing fierce challenges from sites like MySpace, YouTube and Flickr. Has it had its day?
Today's teen flicking between MTV's Pimp My Ride, Channel U's diet of urban music and incessant ringtone ads, and Kerrang! TV's heavy rock brand extension might find it hard to believe, but music television was once thought of as a dangerous revolution that could destroy the recording industry. It wasn't until stars like Madonna, Michael Jackson and George Michael broke through as a result of the medium's marketing clout that its full potential was realised. MTV's launch, in 1979, was one of the defining factors in shaping today's celebrity culture. Pop stars began spending more time at the gym and more money on plastic surgeons, and the successful artists were those who could combine music and image in a perfectly produced, expensively coiffured package. It's a formula that's been working nicely ever since - for both bands and broadcasters.
MTV might still be a presence in the bedrooms of today's teenagers, but they'll also have a tinny track coming out of their mobile that was bluetoothed to them by a friend, and are grazing for hours on social networking sites like MySpace or Bebo, and self-selecting the videos they want to see on Yahoo's Launchcast, Google Video or 3 Mobile's video download service. Could MTV go the way of Top of the Pops or Smash Hits, other once unimpeachable music brands that withered once they ceased to be relevant?
In a world where 16-34 year olds are the advertising holy grail, music remains one of the best ways to reach them - that's why websites and mobile phone companies are competing to establish themselves as the distribution platform of choice, and why corporate sponsors such as beer brands continue to pour millions into associating themselves with specific artists, festivals and holding their own one-off events. But as the number of distribution platforms multiplies, so does the competition for content.
~~~~~~~~~~~~~~
What do you think? Is MTV dead? Will MySpace overcome it? How can we reach that next generation with our message? Will they hear us over the din of the world's noise?
Food for thought.
posted by John F at 3:00 PM
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