Remember when the anthem of a generation was, "I want
my MTV"? Those five words echoed the sentiments of an era that was
absolutely intoxicated by music videos. I was part of that throng of eager fans
who'd rush home, flick on the TV, and let the visual magic of songs like
"Thriller," "Like a Prayer," and "Sweet Child O'
Mine" wash over us. But now, the screen's gone dim, the music has faded,
and we're left asking - what happened to music on television?
1. From Novelty to Necessity
MTV's launch in 1981 was revolutionary. It was the epitome
of cool. The thrill of watching a song come alive with mind-bending visuals was
unparalleled. It wasn't just about hearing music anymore; it was about
experiencing it. And that changed everything.
2. The Rise of Reality TV
Then came the late '90s and early 2000s, and with it, an
insatiable thirst for reality TV. Shows like "The Real World" and
"Jersey Shore" began to dominate. While entertaining, they edged out
the very essence of what MTV was known for – the music. Suddenly, music videos,
once the network's lifeblood, were relegated to the background, if not removed
entirely.
3. A Shift in Consumption Patterns
The 2010s heralded the age of streaming platforms. YouTube
became the new MTV for many. Why wait for your favorite music video to play on
TV when you could watch it on-demand, anytime, anywhere? With algorithms
tailoring content to our preferences, we started building our own echo
chambers, leaving little room for the delightful unpredictability of a TV music
channel.
4. Fickle Advertisers
As audiences shifted, so did advertisers. With dwindling
viewer numbers for music content and the rise of more profitable reality TV
formats, the motivation for networks to continue investing in music programming
plummeted.
5. Missing the Curatorial Touch
One of the unsung heroes of the golden age of music TV were
the VJs and hosts. They didn't just play videos; they introduced us to new
music, gave context to songs, and brought an energy that's missing from today's
algorithm-driven platforms. Their guidance was instrumental in shaping musical
tastes.
Conclusion: A Nostalgic Note
I miss the golden age of music on television. I miss the
anticipation of a new music video premiere. I miss the communal experience of
watching and discussing the latest music sensation with friends the next day.
Most importantly, I miss the days when our music wasn't just chosen by
algorithms but by passionate curators who breathed life into the industry.
However, it's essential to remember that every era has its
zenith. The platforms may change, but the music persists. Even if we no longer
yearn for our MTV, we can still cherish the memories and adapt to the evolving
landscape of music consumption.
