MTV is phasing out its music video channels, marking the end of an era that revolutionized pop culture by making visuals as crucial as sound and globalizing youth culture.



MTV, short for Music Television, is taking down its music television. Specifically, the all-music video channels that launched it into pop culture. MTV itself seems fine; it’s just dropping the music videos and going all in on the immensely popular reality-TV programming it has become known for of late.

MTV launched in 1981 as a channel for teenagers, airing nothing but music videos. What no one thought would work soon became a force in the worlds of music, television, film, fashion, sports, and even politics. The first video that aired, the Buggles “Video Killed the Radio Star,” was prescient.

As Gillian Orr, who worked at MTV, reflects:

Launched in the US in 1981, MTV quickly became a cultural phenomenon, exclusively premiering music videos including Michael Jackson’s Thriller in 1983, putting out the era-defining series MTV Unplugged from 1989, and birthing modern reality television in 1992 with The Real World. Its various award shows provided some of the most talked-about moments in pop culture, from Madonna kissing Britney Spears and Christina Aguilera in 2003, to Kanye West interrupting Taylor Swift on the podium in 2009, to Lady Gaga’s meat dress in 2010. But music videos were the brand’s central pillar, and MTV had the reach to propel artists such as Duran Duran, Cyndi Lauper, and Nirvana to superstardom.

Eric Alper has outlined many of the ways MTV changed the cultural landscape, but four of his insights are particularly worth noting:

1. The Visual Became as Important as the Aural

“Before MTV, you heard the music. After MTV, you saw the music. The visual presentation of a song became just as crucial as its melody and lyrics. Artists began to craft elaborate narratives and stunning aesthetics for their videos. This shift forced musicians to think visually and created a whole new artistic medium within the music industry.”

2. Globalizing Pop Culture

“As MTV expanded internationally, it became a powerful force in globalizing pop culture. Music videos transcended language barriers, introducing artists from one country to audiences in another. This fostered a shared youth culture around the world, creating common reference points and uniting fans through a universal visual language. It was a true cultural exchange on a massive scale.”

3. Shaping Political and Social Discourse

“Beyond just entertainment, MTV often tackled social and political issues through its programming and PSAs. ‘Rock the Vote’ encouraged young people to engage in the political process, and shows like The Real World addressed complex social dynamics. MTV evolved beyond just music, becoming a voice for a generation and influencing their perspectives on important topics.”

4. Forging a Sense of Collective Identity for a Generation

“For many, MTV was more than just a channel; it was a cultural touchstone. It provided a soundtrack and a visual backdrop to adolescence, offering a shared experience for millions. Whether you were watching it after school or discussing the latest video with friends, MTV created a sense of collective identity and belonging for generations of viewers.”

So while video may have killed the radio star, the internet has now killed the video channel. Now you can view anything you want on Instagram or YouTube. But the impact of MTV carries on.

For its lasting legacy, just scroll through TikTok.

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