On August 1, 1981, he debuted a new cable television station called MTV (which advocated music television), playing his first music video: "The Bugles Video" killed Radio Starwar. The unusual song selection proved to be absolutely prophetic, as well as the animation of a network ID card showing an astronaut planting a MTV flag on the moon. Over the next 20 years, the channel has come to dominate pop culture and strongly affect the music industry. The concept of MTV feels unique at the time, but in retrospects, it seems simply natural. He avoided live performances that the musicians have made as part of a variety of shows since Ed Sullivan's days and instead played studio recorded albums from artists, along with visual accompaniment. The executive behind the network, Robert W. Pitman has already tested the format at the end of the 1970s with a local show on Cyorque titled "Album Songs", such as former Monkes member Michael Nemit with a series called "Plips" (which lasted only one season in 1980).

However, MTV ended far above the simple idea of ​​catering to young people, in essence, turning the radio into television. It has become a creative breeding ground for everything, from new and established musicians to and up, and directors come, and even pionery has some of their own TV trends. 44 years later, MTV closes all its music video channels throughout Europe, leaving only the broadcasting of channel leaders (after BBC). The main channel barely plays videos in all these days, after leaving them in favor of reality television for a long time. Since the same thing happened at the channel at home, it can really be said that MTV, as it once was, is officially dead ... And there is no doubt that pop culture is worse for its loss.

To be sure, MTV had a lot of problems. It helped in the Birth Reality TV with the "real world", enhanced bad stereotypes with "16 and pregnant" and had many problems with censorship and discrimination with omission. Even when the channel pretended to be egalitarian (see: Cultural shame that was a "total live request"), it was really just served on a status quo. However, at best, the channel managed to be impressively versatile and inventive, if without a better reason for the 24-hour broadcasting window requires constant programming. It is important to say that the primary innovation of the station, the music video, is not a small feat in itself. What we consider to be granted now as a standard practice is to a great deal thanks to MTV to turn the music video into an institution, and this has allowed it to become an important part of the artistic ecosystem.

When it comes to diversifying and expanding your artistic knowledge, there was never a one -stop shop, but channels like MTV (again, at their top) gave an excellent starting point. In addition to introducing the masses to the artists you may have never heard, the station has allowed established names like Michael Acksecson, Madonna and Strange al -Jankovic to experiment with the format and their own image. The enormous visibility of music videos as a medium has attracted big name filmmakers and promising talent behind the camera. In addition to people like Ridley Scott, William Friedkin and Paul Thomas Anderson who directed music videos, the media has begun the careers of great directors such as Spike Jonze, David Fincher, Michel Gondri, Russell Mulkay, and Daniels. While music videos are still a way for a new artist to experiment and get a job, their relatively low visibility means that they are not such a sustainable way to break out more.

On the surface, it seems weird to complain about MTV pass, as the entire universe of music videos, old and new, is on our fingers. This is a blessing in a general sense. (Take the rear seat, Carson Deli; now I can play that pulp video when I want!) However, the absence of underwear and the erosion of expertise torments every aspect of art today. Algorithms just feed us things related to what we already see or hear. The discovery element is now almost gone. Old ways of radio and television have also been interrupted by their control by corporate interests, while YouTube algorithms, Spotify and not only keep you in the same bubble. Choosing is a powerful thing, but everyone has their own limits, and having complete control over your intake can keep you in the dark.

This did immense damage to the music industry, which had previously advanced exposure and availability. Never bothered MTV's spotlight on the animation (with "liquid television" and "Beavis & Butthead" becoming catchment in that medium); Now, ordinary All -Musicians have to fight to be heard and seen, literally, with social media being their last resort. Of course, you can only release an Apple Music album or upload a video on YouTube, but will anyone know it's there? The powers who have decided they can make billions with too expensive concert tickets and sell 12 different limited releases of the same album of Megastre. For those of us who watched music television to see and hear something new, it is enough to make you cry, "I want my MTV!" Maybe one day, in the depths of space, that moon will hear us.