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How MTV became culturally irrelevant
MTV was once a cultural icon, but has now become a brand in decline. Why? Because it lost sight of its core identity, chasing trends rather than staying true to what it became known as—Music Television.
In the 80s, MTV revolutionized the music industry.
In the 90s and 2000s, it was the epitome of cool.
In 2024, the cable network station could be likened to your millennial aunt who’s stuck in a noughties time loop and can’t quite let go of her fading youth.
Or the Steve Buscemi 'How do you do, fellow kids?' meme.
MTV used to be a tastemaker, dictating trends and attitudes in fashion, music and youth culture.
Its influence was so powerful, the ‘MTV effect’ was felt not only in the music industry, but even in the worlds of art and advertising.
So, how did the juggernaut of culture wither away into cultural irrelevancy?
Unfortunately, the downfall of MTV is a tale as old as time. When a brand loses sight of its roots and struggles to keep up with the zeitgeist, it pays the ultimate price. It’s a story not unfamiliar to the fate of many brands, which is why we should pay attention.
So what exactly led to MTV's demise? And what can we do to make sure we don't suffer the same fate?
Put simply, MTV wavered from their brand identity.
What does MTV stand for? Not brand wise, I mean the literal acronym.
That’s right. Music Television.
What did it end up not being? A Music Television station.
Before MTV, music videos were a niche concept. The brand flipped the script by turning music videos into an art form and marketing tool.
Accompanying visuals to a song became a way for artists to express themselves in a completely new way. Music videos became a vehicle for connection with a global audience.
MTV was the facilitator for the global audience and became a powerhouse in the music world.
In the 90s, it expanded its programming with the iconic ‘MTV Unplugged’ – a series showcasing intimate and acoustic performances by the most famed artists of the time, highlighting their raw talent and vulnerability.
As the media environment became more fragmented, MTV expanded past music.
The channel heavily popularised reality and celebrity TV shows, along with adult cartoons.
If you’re pushing 30 like me, you would have grown up with the same iconic shows that I did – Pimp My Ride, Beavis and Butt-Head, My Super Sweet Sixteen, Jackass, King Of The Hill.
These shows were the first thing my friends and I would excitedly put on when getting home from school.
And they dominated MTV in the 2000s.
But somewhere in that time, the brand stopped focussing on the music and became locked in on reality TV.
This is where it became disconnected from its music-based roots, alienating its core fans.
Of course it’s a tricky balance, evolving to keep up with the cultural mood while staying connected to your core identity. However, adaptation should amplify a brand’s essence, not replace it.
When pursuing new directions, brands must ask: Is this in alignment with our legacy and values?
MTV also failed to transition with its audience’s changing media habits as the digital era advanced.
The channel continued to cater to an older demographic, losing touch and favour with younger viewers. You could say it was the natural progression of things, with the rise of the internet, and music video viewership shifting to YouTube.
But the reality is that MTV’s decline started with the aggressive takeover of reality shows and other trend-chasing content. These brought short-term viewership spikes, but lacked lasting brand value.
I’m looking at you, Jersey Shore.
This reinforced the idea that MTV was becoming a fad network, and no longer had the substance it was once renowned for.
MTV learned the hard way that trend-based content can boost short-term results, but those need to be balanced with long-term value.
The bottom line is that every trend should be filtered through the lens of brand identity and sustainability – something MTV missed the mark on.
And then, of course, the nail in the coffin: MTV failed to leverage its dominance in the music industry and adapt to digital and streaming trends. This was a huge missed opportunity.
It reminds me of KODAK’s tale. These brands did not recognise industry shifts early and therefore couldn’t leverage their unique strengths. And this took them from moguls to has-beens.
Today, MTV appears to be stuck on the nostalgia marketing train, clinging to the past rather than innovating for the future.
It hurts my heart to see, because I can’t help but think of the ‘what if’s. MTV could have (and should have) been the brand that continues to pave the way for music and culture.
Now it’s a ghost, and I have wrinkles, and its all feeling very dire.
The brand's journey highlights that relevance isn’t something you can buy or imitate—it’s built through constant, careful alignment with both audience and identity.
Staying relevant isn’t just about keeping up with trends; it’s about evolving in a way that is authentic.
Let MTV’s story serve as a guide: adapt, but don’t lose what made you iconic in the first place.
-Sophie, Writer
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