Remember when MTV launched in the early 1980s? If you don’t remember maybe you’ve heard stories about it. I remember a time when I was young and MTV played…well, nothing but music videos. Maybe that last sentence makes me sound old(er) but anybody born before 1990 may know what I’m talking about. The first music video to air on MTV was “Video Killed the Radio Star.” Journey back to the early 80s with me for just a moment with this video:
But with the MTV Video Music Awards scheduled to air tonight I find myself missing the one thing that the acronym is supposed to deliver — music. Now, avid MTV audiences have to go to other sources to see music videos, such as YouTube. MTV has adapted, though, and it’s evident that the network is trying to keep pace with its viewers. MTV has dedicated a VMA truck to real-time marketing content surrounding the event. Inside will be 35-40 people working with advertisers to contribute content to sites such as YouTube, Facebook and Twitter.
A New York Times article states that, “In recent years, as consumers have ardently embraced social media platforms like Facebook, Tumblr, Twitter and YouTube, advertisers and MTV have significantly stepped up the production and dissemination of marketing-related content during the shows. That is intensifying this year, as symbolized by the marketing-only truck.”
The article continues to say that there is some criticism about whether real-time marketing is effective or a fad that will fade. It is more likely, critics complain, for people who read or comment on marketing-related posts to work in the marketing or media industries rather than be potential buyers of the products.
During last year’s VMAs this girl was all the buzz (other than the expected ‘N Sync performance) on social networking sites, even weeks after the show aired.
MTV has transformed time and time again since its inception. The Buggles were worried about the death of radio stars in 1981 and today I wonder what could cause the death of video stars.