My dad still remembers being 13 in 1981, sitting in front of the TV and waiting for his favorite bands to come on. There was no social media and no streaming services, just anticipation.
“We didn’t have unlimited access to our favorite artists like y’all do nowadays,” said Darren Brouillette, one of ’80s rock’s biggest fans. “The only time we got to see them was when their music videos came on MTV, and if we remembered to record it to watch later.”
MTV, originally standing for Music Television, transformed music from a listening-only medium into a viewing medium. It revolutionized the music industry by bringing music to life through music videos, allowing many to see their favorite artists perform for the first time.
The first video ever played on MTV was “Video Killed the Radio Star” by The Buggles. It symbolized the somewhat “death” of radio, marking the transition into a new era of music. This new era allowed artists to express themselves creatively through style, making their image just as important as the melodies they wrote.
MTV’s target audience was teenagers and young adults. It quickly became a voice for them, giving the Gen X generation a space to feel seen. From the editing to the slang, MTV knew that the kids would think it was “totally rad.”
Artists like Madonna and Michael Jackson became role models through MTV, showing the youth that being bold was fun. The channel also encouraged youth to care about real-world issues, running campaigns to register young voters and addressing topics such as AIDS and racism.
MTV tried to evolve with each generation. They shifted toward reality shows in the early 2000s to try to stay connected to their original mission: making young people feel seen.
However, MTV couldn’t keep up with societal changes. The network recently announced it will shut down five of its broadcasting channels while keeping its main channel on Paramount Global, a digital streaming service.
The shift to streaming marks the end of a chapter in music history. But don’t worry, the MTV Video Music Awards will still air on CBS and stream on Paramount+ annually.
MTV may no longer be blasting on our TVs, but we still feel the same excitement it gave us when we’re scrolling through TikTok, watching entire concerts from our favorite artists. MTV’s legacy will live on, teaching kids that music is more than sound; it’s a way of life.
