This column will turn a critical eye on the music industry, asking questions like: what authority does MTV actually have to bestow awards on recording artists? Is it weird to think that rap is the only exciting thing in music right now? Do we still care about authenticity in music? My goal is to facilitate discussion between everyone who enjoys music. Widespread accessibility (MCHG) combined with challenging ideas (Yeezus). Watch the Throne.
The hey-days of music video as promotional material are long gone, but should we be sad about it? “MTV doesn’t play videos anymore boo-hoo,” some say, lamenting the era when they could experience strange pre-pubescent feels watching the “Wicked Games” video in the family living room.
Sorry kiddo- if you want to see Katy Perry blast fireworks out of her breasts, you can go on Vevo like the rest of us pedestrians.
The medium is an anachronistic fossil of the 80s, a time when musicians needed to cultivate ‘buzz’ in the only way they could: by receiving airtime. In 1981, MTV launched with videos playing 24/7 (!), allowing artists like Michael Jackson, The Cars, or ZZ Top to achieve unprecedented national spotlight.
Phenomenal videos—like Tyler the Creator’s “Yonkers” or Youth Lagoon’s “Montana”— are an absolute pleasure, and it’s fun to see our favorite artists flex their creative muscles. But too many feel like afterthoughts. Who can guess what happens in the video for Juicy J’s “Bandz a Make Her Dance”? Anyone? Bueller?
That is film that we can never get back, people.
Look out for musicians using visuals and new media to supplement their artistic vision in innovative ways. Peep Arcade Fire’s virtual projection for the track “Reflektor” that syncs to your smartphone (www.justareflektor.com). Or maybe you were lucky enough to catch guerilla visuals like Kanye’s “New Slaves” projected onto walls in Brooklyn this summer.
So do you, MTV, do you. The world needs more episodes of ‘Catfish’. Wait a minute…
