Well, just for one day.
The Viacom entities are returning to their initial motive and plan on playing music and promoting new artists for twelve hours on July 4th. All three networks are participating in this first time event entitled “Music Independence Day”. Starting at 6 a.m. and lasting until 6 p.m. all that will be playing on these channels will be MUSIC.
Depending on how old you are, your reaction to this news will vary. 80′s-early 90′s kids, will REJOICE. That is, if you’re even still watching MTV (probably not). You grew up with nothing but music. Yo! MTV Raps, Dial MTV and the like. If you tuned in from the late 90′s-early 2000′s, you’re probably like, “well that’s cool!”. You still had music like TRL and Direct Effect, but you were also part of the initial stage of reality takeover with Laguna Beach (!!) and Road Rules. If you’re currently a teen, you’re views are something like this: “Oh, so that’s what the M in MTV stands for?!”
Raise your hand if you learned that VH1 stands for “Video Hits One” today! **Raises hand**
Can you blame me? When one thinks of MTV, one thinks of G.T.L., and Jenelle yelling at her mother. VH1? Baller wives and their brawls. If it wasn’t for the hipsters and their expansive knowledge, I wouldn’t know the first thing about new music.
So as someone that falls into the early 2000′s category, I’m ready! I’m so ready for this. I want to see Rihanna attempt to dance, I want to hear Adele performing live and I shamelessly want to watch Bieber’s old videos. That’s all I want. Not water being thrown in faces, or Jenna Hamilton being so indecisive, or yet another werewolf story.
Listen, I’ll be the first one to say that times are a changing. Sure, the idea of the music video isn’t what it used to be ten years ago. Sure, everything is online these days, but music is still alive and kicking. I want more videos, live performances and music news other than the allotted time each channel has at the crack of dawn. I know they’re not planning on cutting any of these newer TV shows. Of course Snooki was entertaining (and racked in a lot of $$$$), and of course I’m obsessed with Mob Wives, but I’m yearning for some songs.
Yay or nay on this journey back to the old? Should they do this more often? (The answer is yes, please).
P.S. TO ALL YOU ARTISTS OUT THERE:
Part of “Music Independence Day” includes a chance for new artists to set up a page on MTV’s Artist Platform and compete for an opportunity to have your video shown on TV. Here’s a link for further instructions!Artist Platform, CMT, MTV, VH1