Why Doesn’t MTV Play Music Videos Anymore?

Hey, me from the past, what’s up? It me from the future! I’m going to give you a quick rundown of what’s to come in your life and then I’ll get to my point:

Your high school girlfriend will cheat on you with a scraggly hipster kid that brings his guitar around to every house party and plays Wonderwall.

You get hit by a car and have to be awake during the surgery (which, looking back, is awesome)

You go to college, graduate and get a degree in Graphic Design.

You Score a kick-ass job at a radio station.

Everything between then and now is a blur but you somehow managed to become a social media expert at an awesome tech start-up…and this is where you are now, at 26.

Anyways, you made a comment during lunch period circa 2006 that prompted a heated discussion about the way modern music was heading. What was it that you said?

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Oh, I remember! It was:

“MTV should play music videos again, that will boost the music industry.”

You were an idiot. I remember that same weekend you smashed your head on your friends diving board cause you told everyone you could do a backflip (you couldn’t). Most of the music you listened to at the time had no relevance to modern pop-culture anyways.

MTV doesn’t play music videos anymore because the Millennials generation (your generation) decided to pirate music. See, music videos were promotional material and when  less people bought music, there was less demand for promotional material.

MTV knew what they were doing when they slowly transitioned into shows like “16 and Pregnant”. They had to maintain their demographic and keep up with hip and trending topics. Music video’s weren’t cutting it, but that’s okay.

With the era of social media rising at the time, there was a more suitable way to obtain new music. Myspace offered bands the opportunity to promote themselves through their own channel and gave listeners the option to download their new track. It gave the power back to the music.

With digital being the new forefront of media, it became clear that there were many other ways to more effectively produce and record music. This left the music industry in a frenzy. Music wound up happening more organically, so did the trends which left mainstream music media taking a backseat.

One of the benefits that came from digital music was the opportunity to measure its influence and traffic. You could actually see how many people listened to that song you also liked, for the first time, the idea of a successful album wasn’t about how many it sold, but how many “likes” and plays it got on the internet. In time, Youtube became a huge place for music and the evolution led to sites like Spotify and Soundhound.

Now that you know a little bit about the advertising industry, know this. At 26, you will no longer be the center of modern pop-culture. If you think for a second that music television will make a comeback, you’re lying to yourself. Music videos will never be a popular thing when TV is on the decline and digital is becoming the future.

Take this in stride, though, when you get to where I am, you’ll see how awesome it is to work in advertising and have a spot in the future of it.

I know your future will have its up’s and down’s, but please get rid of the whole “MTV doesn’t play music videos anymore” spiel. At this point, it’s so old that it just graduated college.


You from the future.

Attribution Scorecard

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Criteria include:  fraud removal, user-level data, viewability, TV, and cost.