Essay from the year 2011 in the subject Sociology - Media, Art,
Music, grade: 1,3, University of East London (BUSINESS SCHOOL),
course: Global Music Production & Distribution, language:
English, comment: Assignment: You will provide an account and
analysis of a technological development, of your choosing, which
had either a positive or a negative effect upon the international
music business in the period between 1954 and 1994., abstract:
Music Television, or MTV, a cable television network that allocates
most of its broadcasting time to music video clips, has had a great
influence on popular culture in general, young people and on the
music industry, since its first aired in August 1981. Initially
viewed as a promotional channel for the music industry, it rapidly
took on a life of its own and was perceived by spectators as an
information source on the newest trends in music, fashion and
attitude. (Denisoff, 1988) Goodwin (1992) commented that "the video
clips shown on MTV were a visual companion to rock 'n' roll,
frequently being vulgar, violent, juvenile and tasteless -which
charmed young viewers and insulted parents" (Goodwin, 1992). The
network's enormous success attracted studio executives and
advertisers attempted to capitalize on it. Soon television series,
commercials and films were being produced in the music video style
with rapid editing, glossy visuals and a pop music soundtrack. Many
great music artists of the 80s made their initial public appearance
on MTV, a fact that explains why some critics suggest that MTV was
responsible for focusing on appearance and style over talent in the
music industry. (MacDonald, 1990)
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