Music television was once the visual outlet that connected artists to their audiences. However, in recent years, the popularity of social media has rebranded both the delivery and expectation of music.
History of Music Tv
Music changed forever in the 1980s with the birth of the music video. Though rooted in musical short films from the 1920s, the music video’s reign evolved in the 80s under a production most similar to what plays today. Black Entertainment Television, (BET) first launched on January 25, 1980 with a queue of music videos and popular Black sitcom reruns. Music Television, (MTV) premiered to viewers for the first time on August 1, 1981 with a continuous music video format — launching the world’s first 24 hour music video channel. The first music video ever shown on MTV was a song called “Video Killed the Radio Star” by the Buggles. Looking back now, more than 39 years ago, the song’s title signaled a warning more than anything else.
Since the unveil of the music video, music television has manifested into a culture of its own. The popularity of shows like Yo MTV Raps (1988–1995), TRL (1998–2008 reboot: 2017 — present) 106 & Park (2000–2014) and the Video Music Awards (1984 — present) personify how the expectations of music and music delivery have been significantly impacted by the music video’s adoption. Mainstream media marketed as music television alerted consumers that radio and live performances were no longer enough to elevate music on the charts. Instantly, artists across all genres began creating visual art for their music in aim of evolving with the industry around them.
In an episode of the 90s sitcom Fresh Prince of Bel-Air the character Ashley, played by Tatyana Ali, is pursuing a music career. A producer, played by Berry Gordy, informs Will, played by Will Smith, that the company’s first idea for Ashley is for her to make a music video because it will allow her face to be seen with her music. The connection between artist and viewer that Gordy describes here was as a significant pro about the early music video. Showing music on television offered an artist visibility that was not an option with radio play. As well, music tv gave space for artistry and expression that was not conveyed through live performances. Those abilities popularized not only music tv platforms, but also the artists themselves by allowing their supporters more access to them. Networks established a hierarchy where viewers essentially controlled how successful an artist became. Fans in some cases could vote for a music video’s ranking which determined the artist’s popularity on the show — which in turn translated to music sales (Macaluso, 2017). Audience members were often a part of choosing guests for show interviews and other televised opportunities (Macaluso, 2017). Viewers also largely reported enjoying elements of music television like seeing artists live and learning firsthand information about them(Macaluso, 2017).
Ultimately, the music video changed what the world expected with music. It opened ways for new categories of television, and it crafted a new language between musicians and their audiences.
Social Media’s Birth and Expansion
The first recorded instance of social media was in 1994 with a site called Yahoo! Geosites. The premise of the network was similar yet different from what social media is known for today in that users would create individualized websites, instead of profiles, and browse other users’ sites according to interests. Fast forward 26 years later and social media from a wholistic point of view has maintained its early sentiments. Popular sites like Twitter (2006 — present), Instagram (2010 — present) and TikTok (2016 — present) are still designed to unite users based on commonalities and characteristics. That said, throughout the years, social media has also evolved into a promotional tool for various facets of media.
Today, it is impossible to login to social platforms and not be offered something. A new movie is coming out, a new show on Hulu was voted the best in the country, a musician is selling merchandise to promote their new album, and links to celebrity gossip are just a few examples of the way social media has expanded past its premise of connection, and has now completely embodied the role of promoter. The most compelling evidence of the change can be seen in a new career called influencing where a person is paid to promote mainstream relevant items or services. The average influencer is paid between 30 to 100 thousand dollars a year, with large following influencers making that much in a single post (Fox Business, 2018). As well, Forbes, (2020) reported that 63 percent of social media users said that they receive all of their content from social media. Statistics like these show the influence of social networking sites on current internet operators.
Considering the surge of public support for social media, it would only make sense that outlets would gravitate toward social platforms for their communication and appearances.
The Merge of Social Media & Music Television
Music television is one of the most notable entities to subside since the swell of social media in recent years. What was once music journalism programs and top 10 countdowns has been gradually replaced by Instagram stories, Snapchat talk shows and TikTok dance challenges, to name a few. Upcoming artists no longer aspire to be seen on shows like 106 & Park, but instead strive to go viral from self-posted content. While the nostalgia of music television could make any music fan bitter about the shift, an unbiased look tells us the change makes sense. Just like in the 1980’s, musicians today are adapting to the new normal within the industry. The world is getting faster and more digital every day. People as a collective are no longer sitting at home watching tv, which makes advertising music on tv obsolete. The consumer attitude is they want it when they want it; and social media creates a reality for that desire.
Unfortunately, as a result, music television is now a memory in the hypothetical museum of musical history. Fortunately, however, the music video itself is not dead. Artists continue to maintain their visual language with fans, but instead now use social media to promote their content. This seems to be the most beneficial choice considering the previously mentioned trend of social media users. However, a not so obvious perk that came from the merge of music tv and social media is artist narrative control. Musicians no longer have to rely on music journalists to report their stories because artists now have audiences at their fingertips who will listen to them report on themselves. Social media makes no limit to the amount of times an artist or their content can be posted or seen. This means, musicians both established and upcoming can create social media presences based solely on promotion — using platform designated tools for advertising in order to maximize their visibility. There is also the added benefit of fast music, or access to new music frequently due to social media’s ability to share anything immediately with a wide audience.
Expectantly, the power that music television once offered to its audiences is not lost with the adoption of social media promotion. In fact, musical careers rely more than ever on fan support — with digital engagement now heavily influencing music charts since the decrease of radio and music television.
In short, the battle between traditional media and social media has added an alternative element to a classic form of expression. Visual music now lives online with new delivery and new expectations.
The Future of Music Television
Personally, I see music television making a comeback in the next few years. I predict that a rebranding of the idea of music on tv, but for streaming services or social media sites, is currently in the works. It is clear that today’s media users want some form of the classic back. Aside from the mass amounts of people taking to social media daily to express how they miss music tv shows, the world’s obsession with nostalgia is also a huge indicator, in favor, of a music television revamp. As well, more and more production houses are announcing reboots of already popularized works of media; so I am sure music tv is not far behind.
All in all, I have faith in the future of visual music. It feels comforting looking at the history of music expansion and realizing that we have always evolved. It reminds us that nothing we see is permanent and it challenges us to appreciate influential moments while we have them. That is unless you live for nostalgia and rather subscribe when the party’s over? It does not matter either way. As long as you are listening the music can play.
Works referenced: https://jbonamassa.com/mtv-impacted-music/
