MTV: the rise and fall
- Eva Jones and Faye Deetsch
- May 15
- 3 min read
On August 1st, 1981, “Video Killed the Radio Star,” the first ever music video on the television show MTV, aired. This moment in pop culture was extremely significant in the development of music videos and the way that people discovered new music–primarily on MTV. Although it was not yet a household name in its first year of production, the show quickly gained popularity through the bold and iconic music videos that they aired. Even video Jockeys, the people who chose the music videos that aired, were recognized because of how successful MTV was becoming. Music videos would air for 24 hours straight, with constant new and popular videos airing as well. In the second year of MTV, broadcasting spread to different parts of the U.S. who weren’t able to access it before. MTV was instrumental in the success of many superstars that are still relevant today, such as Madonna, Duran Duran, Michael Jackson, and Prince.
How did this major change in the music industry affect how we consume music today? MTV helped many artists find their footing and catapult their music via video, as well as popularize music videos as a media in general. Today, we still see many artists drop block busting music videos such as Sabrina Carpenter's "Espresso”, Leni Kravitz’s “Honey”, or Luis Fonsi’s “Despacito”.
One connection to be made between these completely different artists and genres, 4 decades apart, using video as a media, is that these videos create an image for the artist. Music videos convey tone, theme, and a more amplified vibe an artist wants to push on their audience. “Video Killed the Radio Star” is a classic 80s song that is still relevant today, partly because of the pure 80s vibes. It's composed of lively and bright vocals, as well as prominent synths throughout the track, adding to the overall exaggerated nostalgia. This vibe that was originally presented to their 80s audience has become its own niche today. Music videos are built up, teasing fans who already love a song, with a visual portrayal of the artist's style, theme at the time, and of course music. Some sensational videos remain relevant due to the originality of their image.
Having a specific look, whether that be purely original or generally attractive, was essential when airing a music video on MTV, which allowed it to become just as important to artists as their sound. This is still seen in music videos today, as all artists have their own original look, however MTV was specifically known to brand artists within their niche. MTV helped to diversify pop culture by programming to include black artists like Michael Jackson, helping skyrocket his career, whilst also giving him the opportunity to expand black representation in media and music. Similarly, MTV was faced with catering hip-hop to predominantly white suburban audiences yet continued to diversify and reach out to viewers. By the 90s, the majority of MTVs programming was non-music related content, making their effects on the music industry less impactful. Despite their withdrawal from broadcasting music, the effects and historical impact MTV had on the industry remained.
At the height of its popularity, MTV was the place everyone went to discover music videos. After many years successfully promoting artists and new hits, consumption of music changed and MTV shifted to other kinds of entertainment. MTV created and aired many shows ranging from reality-tv to sit-coms, that expanded their platform and audience. To understand why the music video aspect of MTV failed, it is important to recognize our ever changing world. With the rise of the internet and social media, it has never been easier for a viewer to access any music video at top speed in any form they want. Artists nowadays are given many opportunities to create a “viral moment” through their music videos, and they don’t need MTV anymore to do it. On December 31, 2025, MTV officially ended their linear music television programming, commemorating the shut down by playing their most iconic screened hit “Video Killed the Radio Star.” This was their big break, the first video they ever played, coming full circle from their start in 1981 to their end, more than 40 years later.
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