Relevancy
I am of the MTV generation and I have to admit that I have never missed a Video Music Awards broadcast. Yup - I’ve watched 25 years of ‘em. I started watching when I was 10, so if you have done your math correctly, I’m in the category “not quite an old geezer, but not a spring chick” - aka *not* the demographic MTV currently caters to, or frankly cares about.
I remember all too well when U2 were finally granted the Video Vanguard Award back in 2001. The technical difficulties associated with their performance that night gave me a feeling that U2’s “MTV” relevancy was fading…and that was 7 years ago.
After watching last night’s VMA’s, it was yet another sad reminder of the dribble that MTV is offering to its “loyal” viewers and how U2’s relevancy may not be realized by those who may be looking to market to the younger MTV crowd. For a channel that once dominated culture and the music industry, I believe it’s reached an even lower low - which was tough to do after LAST year’s VMAs. (And I’m not even including Britney’s performance last year!)
I suppose I’ve been in denial about what MTV has become. For almost two decades, I would tune in to see what the state of the industry was, what the latest music news was, and (gasp) to watch a video or two. It was my guilty pleasure. I never thought I’d be feeling a generation gap in my 30s - I thought it would happen to me in my mid-to-late 40s as I try to be connected to the trends and such. I guess the time had to come where I had to have reality slap me across the face to get me to realize what my Mom must have thought 25 years ago when I began to watch MTV. At least she never asked me to turn down my music.
@U2 readers had some interesting thoughts on U2’s relevancy in the industry in general with their responses to May’s Question of the Month we posed to them. I’m glad to know that others feel the same way about U2’s substance in a dribble-filled music scene.
Nic* said,
September 8, 2008 @ 9:45 am
I never liked MTV, and I’m of today’s MTV generation, I’m 14, and I don’t watch MTV, that’s why my tv is always on VH1, that one plays good music - not the music of today, VH1 plays today’s good songs, and alot of the old classic hits, which afterall will remain the greatest songs ever.
Well, maybe next year U2 will be always on on MTV
And once, on the MTV Top 10 - Genuises, guess who was number one???!! Yep! It’s U2!!
Niterpi said,
September 9, 2008 @ 5:19 am
i am 45 and felt the same way you do about mtv 10 years ago. maybe it is in our 30’s that we begin to become disassociated with current trends in music. i haven’t watched mtv since vertigo came out and i wanted to see the video for it - i decided it was easier to buy the video.
croissant said,
September 9, 2008 @ 3:14 pm
I’m in my late 20s, and I remember the time when MTV (Much Music, etc) actually played a variety of music videos (from Technotronic to Metallica).
Now, when I do happen to fall on that channel, reality shows are always playing.
Even VH1 is all about celebrity gossip, and less about music.
The question is not U2 is still relevant, but is MTV still relevant?
I don’t think it is as there are many music channels if you have satellite that cater to different music styles (and only play music videos).