MTV and the Music Video: Promo and Product.

Abstract

Through a combination of deft market research, saturation airplay, and changes in the institutional and technical structures of television itself, MTV (Music Television), virtually alone among the vaunted cable “narrowcasters,” has not only survived but prospered. Its systematic harnassing of the promotional power of rock music has certainly altered the marketing and probably revised the nature of contemporary music. As popular music becomes increasingly dependent on video analogs, the experience becomes more visual and less aural—and “music you don't have to watch” becomes more of a record industry rarity.