you are all a bunch of idiots

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MTV does not have a “new logo” — it’s not even a revised or “refreshed.”

It’s the same damned logo. It’s just cropped to a widescreen format, JUST LIKE THE OLD SQUARISH TELEVISIONS YOU USED TO WATCH MTV ON ARE NOW WIDESCREEN.

[Yes, i realize the negative-space stroke on the v is removed, but I’m standing ground that it doesn’t constitute a revision, only the removal of what then becomes after the crop a distracting element.]

MTV has had the same “official” logo since 1981, and I put that word in marks because FROM DAY ONE IT WAS AN AMORPHOUS, NON-STATIC BRANDING. Indeed, they took pride in the fact that the logo never looked the same twice, though the cake be it made with different ingredients WAS ALWAYS COOKED IN THE SAME PAN.

Next, you idiots are making a huge deal of the cropping of the words “MUSIC TELEVISION” and feeling fresh, mighty, and orgasmic that your bitching about “MTV NEVER PLAYS VIDEOS ANYMORE” has been quietly acknowledged by the network.

If MTV was supposed to be about music videos, it would have been named MVTV. The M means MUSIC, and in 1981, the primary external (i.e. non-radio) music promotional avenue was the short-form video.

That hasn’t been the case for a very long time. Indeed, ONLY THREE YEARS AFTER MTV LANDED ON THE MOON the new promotional tool for music was discovered, or invented, by Michael Mann in his executive production of Miami Vice. Do you not remember USA Today PRINTING A LIST OF THE SONGS THAT WOULD APPEAR ON THAT NIGHT’S EPISODE?

[Note to readers who were not yet born in 1984: I’m not talking to you. In fact, I’m not really talking to any of you who read this.]

Of course, Brandon Tartikoff, the most brilliant human in television history, came up with the idea for the show, and titled his idea “MTV Cops” in his memo.

The point is, we’ve been a long time coming in the shift of music promotion from short-form video to dramatic (and, later, reality) television inclusion. It’s kind of hilarious that Michael Mann had to PAY THE RECORD COMPANIES TO USE THEIR MUSIC, but I doubt many others have had to do so ever since.

And guess what? MTV’s programming now is engaging viewers with the exact same music promotion that they started with 29 years ago. Hell, I’d argue that there is MORE music content on MTV now than there was in the 1980s. Every single program on MTV has a soundtrack — where was the soundtrack on Remote Control?

Go back and watch the first (and best) season of The Real World. Then watch an episode of Jersey Shore and tell me which one is exposing you to more music.

MTV is still music television, their logo is the same as it ever was, and if you think for one minute that cable subscribers aren’t subsidizing the promotion of corporate music to themselves any less now than they did in 1981 then you’re nuts.

1 Comment

I think it's fair to call it a refresh. The bands of white on the M are wider, and the TV strokes aren't as ragged. Not to mention the generous crop and the text they removed outright.

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    This page contains a single entry by tim published on February 11, 2010 11:08 PM.

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