The emergence of MTV in 1981 marked a new era in the music industry. At that time, it was an important platform for promoting music and artists, and superstars like Michael Jackson achieved great success through the powerful platform of MTV. Moreover, in addition to playing music videos, MTV also releases many original programs that attract a large number of young viewers, making MTV a cultural phenomenon.

However, after entering the 21st century, MTV’s program content gradually shifted from music videos to non music programs. Although they were popular, they gradually caused MTV to deviate from its core positioning as a music video platform. At the same time, with the popularity of the Internet, music videos are no longer limited to television broadcasting. The emergence of YouTube enables viewers to watch their favorite music videos anytime and anywhere. So, YouTube became the main platform for the new generation of viewers to watch and share music. In addition, the rise of social platforms has also changed the consumption patterns of music. Artists and bands can directly interact with fans through these platforms, release new songs and videos, and even promote through live streaming, greatly reducing their dependence on traditional television platforms. Compared to these diverse new software, MTV’s traditional program format clearly lacks appeal to young audiences, which is also one of the reasons for MTV’s decline.

It seems that over time, MTV’s audience has shifted towards different platforms. Compared to MTV, YouTube’s anytime, anywhere accessibility and convenience are something MTV cannot provide. There is also TikTok, which combines short video formats with the fragmented attention of modern users, greatly promoting the spread and popularity of music. For example, the recently popular song APT, you’ve probably heard of the chorus section part of this song as long as you are the young TikTok users.

Overall, the decline of MTV and the rise of social networks are direct results of changes in the music industry and consumption patterns. The audience has turned to more flexible and interactive online platforms. Social media not only provides opportunities for real-time interaction, but also enables artists to establish closer connections with fans directly, driving the transformation of music dissemination towards personalization and socialization. Although MTV shaped popular culture during its golden age, the center of music consumption has gradually shifted to social platforms and streaming services.

By Xin Lin 33740092

References:

Strauss, Neil. The MTV Generation: Music Videos, Music, and the New Culture of Popularity. Rolling Stone Magazine, 1981.

Redmond, Sean. The MTV Generation: Music Television and the Transformation of American Culture. University of Illinois Press, 2016.

Sargent, George. “The Death of MTV: The Decline of a Music Empire.” Journal of Media Economics, 2007.

“MTV and the Changing Landscape of Music Videos in the Digital Era.” Communication and Culture Review, 2011.