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20th May '13 10:00:33 PM MirrorNoir

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19th May '13 12:20:01 PM TheRedRedKroovy

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The results were fantastic. In TheEighties, MTV was the iTunes ''and'' Website/YouTube of the day, a revolution in pop culture and how music was enjoyed. Countless bands and artists (Music/{{Madonna}}, Music/MichaelJackson, Music/DuranDuran, Music/RickAstley, and just about every HairMetal band) saw their careers [[ColbertBump launched or furthered]] because of the heavy video rotation of some of their songs. If they were popular in the '80s, they were on MTV. Later in the decade, the network would also receive acclaim for devoting time to bands that played what was then called "[[CollegeRadio college rock]]" (now known as AlternativeRock) on their ''120 Minutes'' series, as well as Music/HeavyMetal on ''Headbanger's Ball'' and [[GenreMotif/HipHop hip-hop/rap]] on ''Yo! MTV Raps''. While image, style and appearance were important parts of the music world long before MTV (just look at Music/DavidBowie, Music/TheBeatles or even Music/ElvisPresley), the network's rise elevated those things into an art form on par with the music itself.

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The results were fantastic. In TheEighties, MTV was the iTunes ''and'' Website/YouTube of the day, a revolution in pop culture and how music was enjoyed. Countless bands and artists (Music/{{Madonna}}, Music/MichaelJackson, Music/DuranDuran, Music/RickAstley, and just about every HairMetal band) saw their careers [[ColbertBump launched or furthered]] because of the heavy video rotation of some of their songs. If they were popular in the '80s, they were on MTV. Later in the decade, the network would also receive acclaim for devoting time to bands that played what was then called "[[CollegeRadio college rock]]" (now known as AlternativeRock) on their ''120 Minutes'' series, as well as Music/HeavyMetal on ''Headbanger's Ball'' and [[GenreMotif/HipHop hip-hop/rap]] on ''Yo! MTV Raps''. While image, style and appearance were important parts of the music world long before MTV (just look at Music/DavidBowie, Music/TheBeatles, or even Music/ElvisPresley), the network's rise elevated those things into an art form on par with the music itself.

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Like any new trend in popular culture, it wouldn't be long before MTV was hit with its first criticism. In its early years, it was targeted for not playing many black artists, although that quickly ended once Music/MichaelJackson became a superstar. Later, in 1985, the HardcorePunk band Music/DeadKennedys released their classic [[http://www.youtube.com/watch?v=0oCPNMZuWwI "MTV Get Off The Air"]], attacking the young network for devaluing the importance of music and for being a corporate shill. MTV's also been a favorite whipping boy for conservative MoralGuardians, who have long felt it to be a den of {{filth}}, dangerous behavior, left-wing activism and {{political correctness|GoneMad}}. Of course, none of this did anything to hurt the network's popularity -- famously, BillClinton's appearances on MTV provided a huge boost to his youth support during his Presidential campaign in 1992.

In TheNineties, MTV started bringing hip-hop acts into regular rotation, and the {{grunge}} and AlternativeRock that had been popularized on ''120 Minutes'' started displacing HairMetal. Later in the decade, MTV was instrumental in the rise of {{boy band}}s, {{girl group}}s and {{idol singer}}s like Music/BritneySpears, Music/ChristinaAguilera, Music/{{TLC}}, Music/DestinysChild, the Music/BackstreetBoys and 'NSync, which themselves partly displaced rock music. Grunge pressed on into {{post-grunge}}, with Music/{{Nickelback}} and Music/{{Creed}} leading the way, and {{nu-metal}} bands like Music/LinkinPark, Music/{{Korn}} and Music/{{Slipknot}} emerged to bring a harder sound into the mainstream -- and act as [[GatewaySeries Gateway Music]] to a whole generation of metalheads [[OldShame no matter how loath]] [[DeaderThanDisco they are to admit it]]. The music videos became more professional, having evolved from marketing tools to encourage album sales into the main attraction. ''Total Request Live'', or ''TRL'', a program where viewers got to vote for their favorite music videos to air, became a sensation, turning host Carson Daly into a celebrity in his own right. It was with the launch of this show that MTV opened its famous studio in [[BigApplesauce Times Square]].

At the same time, a new focus was placed on pop culture in general rather than just music, following the success of non-music shows like ''TheRealWorld'', ''WesternAnimation/BeavisAndButthead'' and others. MTV still played a lot of music, just not as much as it used to. MTV became home to a variety of offbeat original live-action and animated programs, most notably the anthology program ''WesternAnimation/LiquidTelevision'' that [[MorePopularSpinoff spawned]] a number of MTV's best-remembered non-music programs from the '90s, including ''WesternAnimation/AeonFlux'', ''WesternAnimation/TheHead'' and the aforementioned ''B&B''. Other shows from this era include the SketchComedy show ''TheState'', the BloodyHilarious {{claymation}} show ''WesternAnimation/CelebrityDeathmatch'', and the ''B&B'' {{spinoff}} ''WesternAnimation/{{Daria}}''.

The TurnOfTheMillennium was when the NetworkDecay that had been setting in at MTV for the last decade really began to take over. Carson Daly's departure from ''TRL'' in 2003 set that show on a slow decline, finally being cancelled in 2008. Non-music-related shows took over the schedule, pushing music videos into the late night and early morning hours. Most importantly, the rise of online sources such as Website/YouTube, iTunes, and now MTV's own [[http://mtvmusic.com MTV Music]] meant that people no longer needed to watch MTV to get their music video fix, which led to MTV diverting even more hours away from music programming. Today, MTV only plays three hours of music a day (most of it in the early morning hours, and despite music videos being the first to film consistently in the format, didn't even air any videos HighDefinition across any Viacom network until '''August 2012''', long after Fuse had converted to HD), the kids of the "MTV Generation" are in their thirties and forties and having kids of their own, and the network's popularity has faded a great deal since the GloryDays of the '80s and '90s (almost to the point where it can be called DeaderThanDisco, although hit reality shows like ''TheHills'' and ''Series/JerseyShore'' have kept it relevant). But to deny that MTV has, for better or worse, fundamentally shaped popular culture into what it is now would be impossible.

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Like any new trend in popular culture, it wouldn't be long before MTV was hit with its first criticism. In its early years, it was targeted for not playing many black artists, although that quickly ended once Music/MichaelJackson became a superstar. Later, in 1985, the HardcorePunk band Music/DeadKennedys released their classic [[http://www.youtube.com/watch?v=0oCPNMZuWwI "MTV Get Off The Air"]], attacking the young network for devaluing the importance of music and for being a corporate shill. From the other direction, MTV's also been a favorite whipping boy for conservative MoralGuardians, who have long felt it to be a den of {{filth}}, dangerous behavior, left-wing activism, and {{political correctness|GoneMad}}. Of course, none of this did anything to hurt the network's popularity -- famously, BillClinton's appearances on MTV provided a huge boost to his youth support during his Presidential campaign in 1992.

In TheNineties, MTV started bringing hip-hop acts into regular rotation, and the {{grunge}} and AlternativeRock that had been popularized on ''120 Minutes'' started displacing HairMetal. Later in the decade, MTV was instrumental in the rise of {{boy band}}s, {{girl group}}s, and {{idol singer}}s like Music/BritneySpears, Music/ChristinaAguilera, Music/{{TLC}}, Music/DestinysChild, the Music/BackstreetBoys, and Music/{{NSYNC||, which themselves partly displaced rock music. Grunge pressed on into {{post-grunge}}, with Music/{{Nickelback}} and Music/{{Creed}} leading the way, and {{nu-metal}} bands like Music/LinkinPark, Music/{{Korn}}, and Music/{{Slipknot}} emerged to bring a harder sound into the mainstream -- and act as [[GatewaySeries Gateway Music]] to a whole generation of metalheads [[OldShame no matter how loath]] [[DeaderThanDisco they are to admit it]]. The music videos became more professional, having evolved from marketing tools to encourage album sales into the main attraction. ''Total Request Live'', or ''TRL'', a program where viewers got to vote for their favorite music videos to air, became a sensation, turning host Carson Daly into a celebrity in his own right. It was with the launch of this show that MTV opened its famous studio in [[BigApplesauce Times Square]].

At the same time, a new focus was placed on pop culture in general rather than just music, following the success of non-music shows like ''TheRealWorld'', ''WesternAnimation/BeavisAndButthead'' and others. MTV still played a lot of music, just not as much as it used to. MTV became home to a variety of offbeat original live-action and animated programs, most notably the anthology program ''WesternAnimation/LiquidTelevision'' that [[MorePopularSpinoff spawned]] a number of MTV's best-remembered non-music programs from the '90s, including ''WesternAnimation/AeonFlux'', ''WesternAnimation/TheHead'', and the aforementioned ''B&B''. Other shows from this era include the SketchComedy show ''TheState'', the BloodyHilarious {{claymation}} show ''WesternAnimation/CelebrityDeathmatch'', and the ''B&B'' {{spinoff}} ''WesternAnimation/{{Daria}}''.

The TurnOfTheMillennium was when the NetworkDecay that had been setting in at MTV for the last decade really began to take over. Carson Daly's departure from ''TRL'' in 2003 set that show on a slow decline, finally being cancelled in 2008. Non-music-related shows took over the schedule, pushing music videos into the late night and early morning hours. Most importantly, the rise of online sources such as Website/YouTube, iTunes, and now MTV's own [[http://mtvmusic.com MTV Music]] meant that people no longer needed to watch MTV to get their music video fix, which led to MTV diverting even more hours away from music programming. Today, MTV only plays three hours of music a day, most of it in the early morning hours, and despite music videos being the first to film consistently in the format, they didn't even air any videos in HighDefinition across any Viacom network until '''August 2012''', long after Fuse had converted to HD. The kids of the "MTV Generation" are in their thirties and forties and having kids of their own, and the network's popularity has faded a great deal since the GloryDays of the '80s and '90s (though hit reality shows and scripted series have kept it relevant). But to deny that MTV has, for better or worse, fundamentally shaped popular culture into what it is now would be impossible.

19th May '13 12:14:41 PM TheRedRedKroovy

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