MTV – an “all encompassing mediator of popular culture” (Goodwin, 1992) or as the Washington Post once put it “perhaps the most influential single cultural product of the [eighties]” (McGrath 1996, p. 8). A trademark that has become a synonym for modern television, fast moving pictures and even a certain lifestyle. ‘MTV generation’, ‘MTV-like’, ‘I want my MTV’ etc.
But MTV is more than entertainment for teenagers and music with colorful pictures around it – It is not only the world’s fastest growing network but also a powerful gatekeeper. It influenced traditional cable television and revolutionized the advertising industry. Whoever makes it onto the playlist of the network can expect his CD sales to skyrocket and his concerts to be sold out. With thousands of bands releasing hundreds of records each year, of course some kind of selection process has to take place. But who makes these decisions? What role does the record industry play? What are the criteria for a successful (and suitable) video that airs on MTV? Is MTV making its own rules or are there also pressures on the network from the outside?
This paper tries to find some answers to these and other questions about the exciting and influential cable network. Its role as an powerful gatekeeper for the multi-million music industry will be examined as well as its strong influence on the content of songs and video clips. Many has been written about MTV, so finding appropriate literature wasn’t really a problem, although not all of it was always up-to-date. Unfortunately I wasn’t able to get in contact with some MTV executives. In the last chapter, however, an interview with radio veteran Dave Robbins from CBS Columbus can be found, who has some interesting views on the cable network. One should nonetheless bear in mind that he is more or less sitting on the other side of the table and works for the competition.
Table of Contents
1. Introduction
2. The history of MTV
3. MTV as a powerful gatekeeper
4. MTV's screening process
5. Influence on MTV from outside groups
6. Interview with Dave Robbins
7. Conclusion
Research Objectives and Key Themes
This term paper examines the role of MTV as a central gatekeeper within the music industry, specifically analyzing how its programming and playlist selection influence artist success and industry trends. The research explores the criteria for music video selection, the network's internal editorial processes, and the external pressures exerted by advocacy groups.
- The evolution of MTV from a revolutionary music channel to a global media conglomerate.
- The function of MTV as a gatekeeper controlling access to the music charts.
- The internal screening and censorship processes for music videos.
- External influences and criticisms regarding the network's content and commercial practices.
- The changing landscape of media influence in the digital age.
Excerpt from the Book
4. MTV’s screening process
The process for deciding which videos will be added to MTV’s playlist is a very complex one. All videos that are submitted to the network are first reviewed by MTV’s Acquisition Committee. This committee already eliminates a great number of submissions: Over 80% of the received videos never make it past that stage. There are only very few guidelines for the decisions of this committee. Certain production standards have to be reached and the music has to fit MTV’s format. This used to be rather narrow and focused solely on rock music in the 1980s but has become more and more open as the musical styles and genres have developed and spread out in the course of the 1990s (Electronic Dance Music, HipHop, Alternative, etc.).
Other criteria for the assessment of video clips are less agreed on and more based on rumors. Many independent labels, for example, complain that MTV favors videos by artists signed to major labels. It is a common practice of MTV to guarantee airplay for certain videos by major companies in exchange for the exclusive rights to air them. This practice serves as a way to stay ahead of the competition (MuchMusic, BET, etc.) and can be considered an “institutionalized form of payola” (Banks 1996, 176).
Summary of Chapters
1. Introduction: Outlines the significance of MTV as a cultural mediator and establishes the core research question regarding its power as a gatekeeper.
2. The history of MTV: Traces the network's development from its 1981 launch through its growth and adaptation to emerging musical trends.
3. MTV as a powerful gatekeeper: Discusses the correlation between airplay and chart success, highlighting the network's economic influence.
4. MTV's screening process: Details the internal committee reviews and standards that determine which videos gain exposure.
5. Influence on MTV from outside groups: Examines how religious and conservative advocacy groups have attempted to regulate the network's content.
6. Interview with Dave Robbins: Provides a practitioner's perspective on MTV's shifting influence compared to traditional radio.
7. Conclusion: Summarizes MTV's capacity to control music content and its ongoing struggle to react to changing market tastes.
Keywords
MTV, gatekeeper, music industry, music videos, playlist, record labels, broadcasting, media influence, pop culture, censorship, digital television, music marketing, chart success, cable network, editorial standards.
Frequently Asked Questions
What is the core subject of this paper?
The paper explores the position of MTV as a dominant gatekeeper in the music industry and its power to influence music popularity, artist success, and the content of music videos.
What are the central themes discussed?
Key themes include the history of MTV, the criteria for its playlist selection, the economic power it holds over record labels, and the regulatory challenges it faces from external social and religious groups.
What is the primary objective of this research?
The main goal is to analyze the mechanisms through which MTV controls content and to investigate how the network reacts to the pressures of the music industry and public expectations.
Which scientific approach does the author use?
The author employs a qualitative approach, combining literature analysis with a practical industry expert interview to evaluate the network's historical and contemporary role.
What does the main body of the text cover?
The main body focuses on the historical evolution of the network, the complex internal screening processes, the influence of major versus independent labels, and the pressure applied by external organizations like the PMRC.
What are the primary keywords that characterize this work?
The work is characterized by terms such as gatekeeper, music industry, playlist, broadcasting, censorship, and music videos.
How does MTV exert control over independent music labels?
MTV often prioritizes videos from artists signed to major labels and may require specific edits to content to satisfy internal standards, which can create barriers for independent productions.
What does the interview with Dave Robbins reveal about the future of MTV?
The interview suggests that MTV's influence as a singular channel is waning due to audience fragmentation and the rise of interactive digital media, which allows consumers to choose content on-demand rather than relying on broadcast programming.
- Quote paper
- Christoph Koch (Author), 1999, MTV - Gatekeeper for the music industry?, Munich, GRIN Verlag, https://www.grin.com/document/3944
