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A lot has been said in recent days about the end of MTV. Although I of course feel for those who have lost their jobs at the company, I do think that this death of MTV as the end of an era has been slightly exaggerated. For me, MTV – the pure original Music Television – died a long time ago, perhaps as far back as the year 2000. For a long time now, music videos had been replaced by mindless reality shows and MTV no longer meant what it used to mean. However, I'm proud to have been a part of the revolution back then and shall be eternally grateful for my time spent there (some of the best years of my life) and the everlasting career it gave me in subsequent years, as well as the lifelong friendships forged in those heady, exciting days.
Now, to the future. We all know that times have changed and we no longer get our music fix from television, preferring instead to watch what we want, when we want. As most of this viewing is done on YouTube, I have an idea for a future where those who enjoy curated musical suggestions, as well as those artists who appreciate (and need) the exposure, could satisfy their needs. What if YouTube started to offer a monthly paid license fee to online creators so that we could actually host a music show on their platform without being demonetised or suffering the dreaded copyright strike? A reasonable fee that would be shared between the record company and the artist, as well as Google naturally taking a piece of the pie. I for one would be so inspired to broadcast a weekly show that featured music videos and live interviews with the bands.
There will of course be those who will pick apart this idea and tell me why it wouldn’t work; record companies who hate the idea of creators making (small) money off the back of their artists (although they already sold them out to the streamers) and others who will just tell me I’m an out of touch boomer or whatever. Bring it on. I don’t mind. It’s just an idea after all, and as I still meet so many people who miss the concept of MTV, as well as artists who bemoan the fact that there are hardly any outlets to promote their music these days, I still think it’s worth considering.
Perhaps I’ll see you one day on Most Wanted 2.0. Until then, you can always hear my curated music on radioeins in Berlin, live between 21.00 and 23.00 CET every Satruday evening. On the radio, on the radioeins app or online at radioeins.de
Thanks as always for your time and your never-ending positivity, love and support towards me and my work.
It’s crap but I love it!