FEATURE: The Death of MTV’s U.K. Channels: Why There Is Still a Place for Music Television

FEATURE:

 

 

The Death of MTV’s U.K. Channels

PHOTO CREDIT: Vision Graphixs/Pexels

 

Why There Is Still a Place for Music Television

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I don’t agree with people…

ILLUSTRATION CREDIT: Manhattan Design, New York

who say that, in the modern era where the digital is dominant, that we have no need for music television. With the rise in vinyl sales and formats like cassettes and C.D. still sustainable, I think people are keener to experience something tangible. The need for physical content will never die. I realise that the role of the music video is not as prominent and important as it was years ago, though most artists make music videos, and it is a way of expressing themselves and also introducing their music to potential fans. It is shocking to see the complete lack of music shows across the world. Even in the U.S., most of the televised musical performance are on chat shows. I guess that is a way of getting your music heard. In the U.K., we have Graham Norton and the odd talk show, though you have one artist playing a week and people are not necessarily tuning in to hear an artist. In terms of dedicated music shows, the only thing we have is Later… with Jools Holland. That has been on over three decades and, whilst excellent and a broad church regarding the artists featured, there has been no real viable alternative. Top of the Pops ended a long time ago and it seems that commissioners are unwilling to entertain the idea that a genuinely solid alternative could exist. I think there is a potential for a weekly music show to come out of Manchester or Salford. Where most of its shows was filmed out of BBC Television Centre, since 2022, Later… with Jools Holland has come from Alexandra Palace Theatre in North London. This is a gorgeous venue that allows all of this space to accommodate a host of artists. Rather than have one artist play on stage, stop the filming and then resume when the next act comes on, they each have their own stage in this circle/semicircle and you pan from one to the other. It gives the show a fluidity and more of a live feel.

It would be nice if there was a new music series from the north. In terms of breaking new artists and having this more varied music show that does more than hosting live performances and interviews, it does seem like there will no movement. I mention this, as it was recently announced that MTV is axing the last of its U.K. music channels after almost thirty years. NME reported the news that was first shared to BBC:

MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live will all stop broadcasting after December 31, but their flagship channel, MTV HD, will remain on air. It shows reality series, including Naked Dating UK and Geordie Shore.

MTV launched in 1981 in the US, quickly becoming a staple of pop culture, having been tied to historic moments in music, including the world premiere of Michael Jackson’s ‘Thriller’ video and the 16-hour broadcast of the Live Aid concerts in 1985.

There has been a marked shift in viewing habits since the channels’ heyday, with music videos more commonly consumed on YouTube and social media rather than television now.

A spokesman for MTV’s parent company, Paramount, declined to comment when approached by the BBC. Many fans, however, have taken to social media upon learning the news, with many pointing to a diminished brand identity for its ultimate demise.

“MTV was culturally and spiritually dead when it stopped airing music videos,” one wrote on X/Twitter. “Corporate-led decline of what was once the coolest brand in existence. Sad’”.

Maybe there is not a need for multiple music channels and decade-specific options. However, getting rid of all the U.K. MTV channels seems like a step too far. How much music television media does that leave us with?! I love Jools Holland’s show and I think that the spectacular venue, coupled with the calibre of artists that are invited each week, makes it essential viewing. It does show that there is a place for music television. I reject the idea that the music video is obsolete. Whilst perhaps not able to sustain an entire channel and day of scheduling, there is definitely a place for musical television that combines videos, live performances and archives. Independent music media and journalism is needed now more than ever. It could tie into a music channel. I keep coming back to that idea of a second music show on U.K. television. Do similar things to Later… with Jools Holland but also have its own angles. Featuring classical albums and do news stories and features. Year by year, the role and visibility of music television in the U.K. is dwindling. Last year, when Channel 4’s The Box was axed, The i Paper discussed “death knell for an artform that changed the world”:

But at the same time, reality was starting to bite, and music became less important to MTV. It started in early 90s with The Real World – a show credited/blamed for launching the modern reality genre – but was soaring by 2002 with The Osbournes, and reached cultural saturation with the likes of Jersey Shore and The Hills after that. Suddenly, music videos were a respite from reality shows, filling in the gaps between Ozzy Osbourne picking up a dog turd and another fight between Heidi Montag and Spencer Pratt. Reality TV had taken over from the premiere of “Justify My Love” or “Black or White” videos as the youth’s topic of conversation. Gen X was growing up and wanted to turn that damn music down so they could hear their programme.

Then there was the rise of YouTube. In 2005, two years after “Crazy in Love” was released, a clunky video website launched at the same time as home broadband started to spread. Another two years later, in darkest Manchester, a friend came to my flat to get ready for a night out. Instead of putting the telly on, he headed over to my laptop to cue up some songs on YouTube, now owned by the mighty Google… the means of delivery had changed.

MTV made a business decision to pivot to original programming and IP [intellectual property] revenue, but music videos on YouTube still garner billions of eyes every day,” says Schnur. MTV sensed the way the wind was blowing – they were no longer the gatekeepers and curators of playlists.

And then there was the rise of streaming, which meant people no longer bought albums and left all but the very biggest artists short-changed. The cost of music videos – especially for mid-tier artists without the deep pockets of Adele or Harry Styles – could no longer be justified as part of a campaign, with their call times, crews, choreographers, SFX and post-production. These are no longer an extension of the artist, but shop windows, and a lyric video on Vimeo or a self-filmed TikTok or Instagram clip would reach the same audience for a tiny fraction of the price. MTV quietly dropped the words “Music Television” from underneath its logo in 2021.

Is Channel 4 closing its music channels the final nail in the coffin for this once revered art form, then? “Aren’t broadcast and cable television themselves in terminal decline?”, answers Schnur, reassuringly. “[But] every so often, there’s a new music video that gives me that same sense of excitement I felt at MTV programming meetings back in the 80s. Case in point…”

Here, he shares a link with me to Eminem’s new video for “Houdini” – its cartoonish, Joel Schmacher-era Batman colour palette, celebrity cosplay and high production values are a reference-rich hark back to 2002’s “Without Me” and are clearly intended for a generation who remember the days of the statement blockbuster video, which stirred up controversy, gave birth to many a parody, and had everyone talking in the playground at morning break.

It is not intended for Gen Z, however, and will go over most of their heads – as will the closure of any music channel. Why wait half an hour hoping Sabrina Carpenter’s “Espresso” will come on when you can just watch it on your phone any time you like?

But in losing that, we lose the passive luxury of boredom – having to sit through songs you’ve never heard of – or even don’t like – getting used to them or falling love with them, watching and waiting for your new favourite to come on… The jaunty milk carton in Blur’s “Coffee + TV”; the paving slabs lighting up in “Billie Jean”; the single tear running down Sinead O’ Connor’s face in “Nothing Compares 2 U”; Steven Tyler calling out Run DMC in “Walk This Way”, or Christopher Waken bouncing off the walls in “Weapon of Choice”… These iconic moments are seared into the brains of those of a certain age. The videos still play in our heads as the songs stream from our phones.

Now? Now there are the influencers, with their money for nothing, their clicks for fees. That “Houdini” video has 72,929,469 views on YouTube, however… never write off an artform that once shot for the moon”.

It won’t be the case that there are no music television options apart from Jools Holland’s show come next year. There are programmes here and there. However, as people are still watching music videos, they want to see artists perform live and there is as much interest in legacy music as there is the new, all of this could coexist alongside that on television. Music shows also give people access to see an artist perform live they would not otherwise have the chance to. There could be documentaries and exclusive interviews. The best videos of the week and regular feature that could built a brand. MTV’s decision to jettison its remaining U.K. channels is a sad end of an era. One that really does not have to happen. I know people want to see Top of the Pops revived (the final show was in 2006), though I don’t think it would be the best plan, unless it was updated, overhauled and there was more than artists on stage miming (or performing live). Otherwise, you are not really offering an alternative, and there’s that danger a return could be short-lived. We can build a music show that has a good audience and one that mixes music news and spotlighting new artists and also a chunk dedicated to older music. A blend of live performances that is similar to Jools Holland’s guests but is a bit wider. I am not sure who would host or what the name would be, though there are more than enough people who would support this venture. Commissioners and stations are so reluctant to spend money on something they feel will be a sure-fire failure. There should be enough faith to at least broadcast a pilot and see how that is received. However, there is this mindset that says music television and music videos are dead. That one regular music T.V. show in the U.K. is enough. Most artists do not have the opportunity to – and do not want – perform on cooking shows or chat shows. They want the chance to perform on a dedicated music show. With pretty much only one option, it seems insane given the vast amount of talent out there struggling to get attention when Pop monoliths are getting the majority of attention and opportunity. Rather than bemoan the death if an era and a sad final chapter, we need to be more positive and welcome in…

A new era.