"The last few years, MTV has sort of transformed [into] more of a nostalgic memory, she says. It hasn't been part of the conversation for such a long time that it really doesn't surprise me that they're ending it."
"As an independent artist, she says, YouTube has always been the primary platform for music video releases."
"They're trying to spend that money on so many more deliverables than there used to be, she says, referring to the multiplicity of online video and social media platforms. It used to just be one three-minute video. Now it's: how do you reach all these different audiences and can you cut it in 10 different"
MTV launched in 1981 and transformed music marketing by broadcasting music videos 24 hours a day, helping artists such as Michael Jackson and Madonna build iconic public personas. Paramount announced that five UK MTV music channels — MTV Music, MTV 80s, MTV 90s, Club MTV and MTV Live — will cease broadcasting after 31 December, while the flagship reality-focused MTV channel will continue. Musicians note that MTV's influence has waned and that platforms like YouTube now serve as primary outlets for video releases. Labels increasingly allocate budgets toward multiple online deliverables and social formats rather than a single three-minute video, raising questions about the music video’s role.
Read at www.theguardian.com
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