For years, the “M” in MTV proudly and powerfully represented “music.”
A potent pioneer in shaping the music industry as it’s come to be, the cable network birthed and popularised the music video format. More broadly, it ushered in what many christened the “MTV Generation.”
In recent years the channel has been dealt a number of devastating blows – some of which were self-inflicted.
Indeed, the endless influx of inane reality shows (with no focus on music) paired with the rapid rise of online music consumption cast a bleak outlook on the network’s future.
Now under new leadership, MTV has today revealed a major image overhaul designed to re-affix their focus on music.
Exciting details on their colossal comeback campaign below…
In a press statement MTV President Sean Atkins said:
“We’re on a mission to reignite MTV with everything that makes it one of the world’s most iconic brands – its soul of music, its love of pop culture, and its unexpected, groundbreaking creative. What we share today is just the beginning, but it’s a strong first step in the journey and shows how aggressively we are moving to energize the extraordinary promise of this great brand.”
Adding an exclamation point to the announcement, the channel announced a slate of 14 new shows with an overt music focus. They include:
Wonderland: A new L.A.-based weekly music series featuring live performances from three different acts.
A yet-untitled music competition series from Executive Producer Mark Burnett (The Voice).
MTV Unplugged: the classic show is back and newly reimagined.
Studio 24: a partnership with Scooter Braun Films. The show will see a famous artist and mystery talent are paired to create a new song in 24 hours.
Year One: A new music documentary which will draw on MTV’s trove of archival footage to explore the breakthrough year in a superstar’s career.
On the music adjacent front, also served up will be:
305: Miami based drama executive produced by rapper Pitbull.
It’s The Real (working title): Produced by John Legend’s Get Lifted studio, the show is a comedic half-hour about a Jewish Hip-Hop duo.
And there’s more set to be revealed during the network’s Upfront presentation later tonight.
Needless to say, we are elated.
This is long overdue – and hopefully not too late.
Clearly, there was a business opportunity available in the form of reality TV (see: ‘Jersey Shore,’ ‘Teen Mom,’ and the like). Yet, the channel drove too far in that direction, neglecting what was always their main point of appeal.
We’re cheering on the re-branding and hoping it brings about compelling content for music-lovers. The slate of new shows certainly sounds titillating – especially Wonderland.
All that’s needed is to bring back ‘Celebrity Deathmatch’ and it’d be an all-round