FEATURE:
Putting Music Back on the Screen
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Is There Too Much Choice?
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I was reading an interesting article…
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that argued how we need a return for MTV. I have covered this topic before but, in those cases, it was a slightly nostalgic throwback to the days when music had more substance and there were fewer choices. Now, every music taste is catered for. There are artists in every genre releasing great music all of the time, and streaming allows us easy access to whatever sounds we like. It is great to have so much freedom and choice but, when there are so many artists and it is hard to keep abreast of everything going on. I have talked before about the lack of scenes and movements in modern music, and how we need some unity now. I can understand why MTV and music television faded away. When sites like YouTube and, before then, MySpace, arrived, it helped give artists access to the world. Before then, it was only the biggest acts and those with record deals that could get their music heard. The fact we have these platforms for artists to get their music heard is not only good for them, but it allows the listening public more choice and diversity. I would not want to change this but, as a recent article from Consequence of Sound highlights, we need T.V. stations like MTV – how it used to be – back:
“Even the most die-hard fanatics of the underground can admit that we owe a lot to the famed “Music Television” because it gave the world many of the acts we couldn’t imagine our lives without. No matter how punk rock you are, MTV introduced us to many of the artists that define us, still. From Michael Jackson and Madonna to Nirvana, Limp Bizkit, and Pantera. From Tupac to N’Sync. Whatever your personal feelings are towards these artists, MTV opened a lot of doors for genres, and those toes in the water made us see subcultures with new, interested eyes.
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It’s nice to have everything at our fingertips. YouTube is at the ready, iTunes locked and loaded, but there are too many choices. MTV worked because Headbangers Ball, YO! MTV Raps, Alternative Nation, and 120 Minutes fostered a community.
Those shows worked on the simple premise of if you like this thing, let us show you these other things like it. There are blogs curated to tastes and algorithms that help us to discover similar artists, but the shared cultural experience of the music video, not knowing what would come next, the charisma of the host … all of those things played a role in the growth of the music. There’s value to that magic.
With all of the options for streaming, for specialized channels, could a music-driven version of MTV make a cultural comeback? Would the kids adopt it? Considering how hyper-fractured our cultural touchstones are, I think the idea of shared reality is quaint, but also possible and needed. If you’re reading this, you love music. So, why can’t we get together like weirdos, leave the TV on all night, talk over fast food, and wait for that one moment of pure rock and roll fury to surprise us”.
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I agree with a lot that is written in the article. Whilst I do agree there was a higher standard of music before the introduction of streaming sites and options like YouTube, I think the biggest problem now is to do with division and too many options in too many places. I think there are some great artists that do not get discovered because it is hard to experience everything; others that are too exposed and, in a music world where there are countless artists, I do not think there is any structure or real magic anymore. I do not think one could return to the heady days of Top of the Pops or MTV because, let’s face it, there is something about today’s music and culture that seems less memorable and enticing as years ago. I do think there could be a modern relaunch of MTV – or a bespoke, new music channel – that would put focus on the importance of the music video; spend some time curating segments featuring the best new artists and, like days of old, put the album back in focus. There would still be streaming and all the existing options but, for those who want some clarity and depth to music discovery I think, ironically, a return to the older days is needed. Look around the channels we have now and there is only really one British music show: Later… with Jools Holland. By that, I mean shows that feature live performances and are not chart shows or whatever MTV throws out these days. So many artists perform on cookery or news shows because that is the only T.V. exposure available. I tune in to various radio stations, but I feel like I am missing out on a lot and, with the pace of modern life, things tend to zoom past. I am not sure what the solution would be, but it is obvious that there have been changes for the worse in the music industry. With all the choice we have, have we lost a lot of the feeling and excitement? I think so.
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Maybe we are too modern to see a full return to music television, but I do maintain there is value in stations like MTV and how they used to be. I am not discouraging artists from making music, but even the most ardent music fan has to admit that there is a huge amount of choice that can be quite difficult to absorb. I am not sure we would remember classic music as we do now were it not for music television and the fact there was this visual experience. Not only, as I have said before, does music television allow us the best fresh sound; we can also learn about music of the past and important events. That question as to whether this generation would dispense with – or combine music television – streaming or make it less a part of their life is hard to say. We have streaming television services, so it sort of ties in with my features about music television and combining the elements of classic music television – videos and presenters – and integrating the best elements of today’s music culture (the fact new artists can get their music heard). I do feel, the more we are flooded with music the more we need direction and focus. I am not saying MTV or a new channel would instantly do that, but it would allow us to reconnect with music and culture in a way that we have not done for many years – the station could also bring in documentaries and music news. I do love modern music but I think, between streaming, radio, and every other platform, it can get…
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A bit too much!