I was sitting in a Laundromat several weeks ago when on the
television set was four of the original MTV
“VJs” on the all-female talk show ‘The View”—Mark Goodman, Nina Blackwood, Alan
Hunter and what’s-her-name; the fifth member of the fraternity—J.J. Jackson—had
passed away of a heart attack in 2004. They were part of a long-lost historical
artifact called “music television,” and for a moment I thought I was part of
the heritage, so I purchased the book they were hawking from Amazon. Too late I
recalled my true feelings about the channel: Particularly in the beginning, it
was geared straight for a narrow, rock-oriented white audience. I looked at its
Day One playlist, and I think the only song I liked was Juice Newton’s
distinctly un-rock “Angel of the Morning”—probably added to the list because of a
shortage of suitable videos. I simply didn’t like most of the songs they
played, and watching their videos didn’t make them any more palatable.
MTV was for white
kids and arrested-adolescence. There was an audience for the more “adult”-oriented
VH-1, but that would be a few years
down the road. On “The View” the hosts tried to get the four to address the
issue of racism during the early years of MTV.
Naturally the question got the runaround treatment. In the book, VJ—The
Unplugged Adventures of MTV’s First Wave, the Mississippi-born program
director, Bill Pittman, wasn’t a “racist,” and Goodman says he was “ambushed”
by David Bowie into offering corporate rationalizations for the lack of videos
by black artists on MTV. What were
they trying to say? That no one at MTV
was a “racist”—but its target audience was? Surprisingly, despite the fact Thriller was well on its way to becoming
an unprecedented phenomenon, the channel refused to air the video of Michael
Jackson’s huge hit “Billy Jean” until CBS Records actually carried out its
threat to remove all its artists’ videos from MTV’s playlist. It was subsequently claimed that the reason why MTV was “reluctant” to air Jackson’s
video was that his music was too “pop.”
I didn’t get much information from “The View,” but “shock
jock” Howard Stern was another matter; Stern is the kind of host who can make
guests feel comfortable making fools of themselves—particularly concerning
their views on sexual matters. Hunter seemed to find the topic particularly
“cathartic,” while Blackwood claimed to be a “prude.” However, she received
some good-natured ribbing from her male cohorts for saying that the one thing she regrets
most in her life is posing for Playboy in
her pre-MTV days. She apparently did
a test centerfold shoot, and a couple of the pictures ended-up in a “Girls of
the Office” pictorial. One thing that can be ascertained for certain is that
Blackwood is not a natural blonde.
Quinn kinda got into my gourde when she claimed that the
videos with “sexual” content that didn’t bother her in the old days bother her
now that she has a daughter. Huh? If she was able to overlook the sales pitch
then, why would her daughter not be smart enough to do so now, particularly
when there is so much such content on television today to desensitize the mind
into submission? Where are you going to see these videos anyway?—certainly not
on MTV these days; even the "m" is barely visible in the channel's new logo. In the book, Quinn
claims that she used to listen to the Dexy’s Midnight Runners’ “Come on Eileen”
on auto-rewind; now she hates the song for its "sexual innuendo.” I mean, who
can understand what the singer is saying in that impenetrable
accent? It’s just a catchy nonsense song, nothing more. I bet some people still
don’t “get” what the “Afternoon Delight” is in the Starland Vocal Band’s subversive
hit.
Politically, Blackwood writes that she saw through the fraud
that was Ronald Reagan, but Goodman and Hunter both admit they voted for Reagan
in 1980. Goodman says he regrets doing so, but Hunter says that we “need”
someone “like Reagan” now. Earth-to-Alan: A lot of people believe that the
problems we have in this country today are a direct result of the reactionary
policies instituted by the Reagan administration. The last thing the country needs is another dose of his kind of poison--even when his mind was in a hazy cloud, which was most of the time.
During the 1980s I was busy rebuilding my record collection
on CDs and relying on my ears to determine what new music was worth purchasing.
In my mind, viewers of MTV didn’t get
involved with the music—they just “watched” it. I had read of the “recession”
in music sales after the 1970s, and figured that much of this had to do with MTV and the fact that people could
“watch” songs rather than buy them; it might not have been the intent of video
to “kill” the “radio star,” but if this was the result, it inadvertently did
great harm to record sales and the record industry generally. And for what? MTV today is as much a useless acronym for
a bygone era as “YMCA” is.
But as much as I would like to blame MTV for the music industry’s woes today, that is something that I
cannot honestly hang on them. I came across a 2010 article entitled “The
Recession in the Music Industry – A Cause Analysis” on a website devoted to
“music business research.” In it Peter Tschmuck (I can only imagine what it was
like for him in school with that appellation) writes that “Filesharing is made
primarily responsible for the decline in sales in the phonographic industry,
especially in the CD segment. However, serious research on filesharing behavior
shows that filesharing use does not necessarily have a negative impact on
physical and digital sales. But if this is not the case, then there must be
other causes for the now decade-long recession.”
He notes that dollar sales have seen more than double-digit
yearly declines in recent years, but not necessarily in total unit sales. According to a chart he provides, vinyl LP sales
peaked in 1981, with 1.14 billion in worldwide sales. While vinyl sales began
to decline dramatically with the advent of the Compact Disc, cassette tapes
actually saw a dramatic increase; cassette sales peaked in 1990, with 1.54
billion in unit sales. But after 1990 there was boom in CD sales, peaking at
2.45 billion in 2000; conversely, cassette sales decreased with the
availability of affordable recordable CDs. Meanwhile, the singles format—either
in 45s or CDs—peaked in 1983 at 800 million, before beginning a slow downward
drift, bottoming out at 233 million in 2003. But since then there has been a
dramatic rise in “singles” sales—mainly due to single-song digital downloads;
songs legally purchased are now double the level of the early Eighties. Less
impressive is the sale of complete digital albums; in 2008, these accounted for
113 million units. CD sales have almost halved since their peak, but are still
by far the preferred medium for album purchases.
Why the steep decrease in dollar sales then? Until the
mid-Eighties, album sales generally outnumbered singles sales by a 2-1 margin,
but then the ratio shifted dramatically in favor of album sales until the early
2000s. Today, digital downloads of
single songs match that of CDs and digital albums. It doesn’t take a rocket
scientist to understand what this means: The price point differential of albums
compared to 99-cent digital downloads can be 10-1 or more. Thus a decrease in
total dollar volume can be considerable if consumers are forgoing the purchase
of whole albums and merely purchasing songs they like.
Yet we see all these “music” stars who seem to be rather well
off; what you don’t see is that there are fewer of them. In the “old” days,
record companies broke new artists by initially releasing singles to see how
the market reacted to their sound; you often hear of cases where a group has a
huge hit, and the record company scrambles to record a quickie album to take
advantage of this initial success. There seemed to be limitless supply of such
recording acts that didn’t last much longer than two albums before fading.
However, if an artist established a reliable fan base, singles served more as
an “advertisement”—much the way music videos would later on. Sometimes
potential hits were left on the table if it was believed their release would
actually hurt album sales. However,
such reliance on albums as an income generator also contained the seeds of its
decline; if they were regarded as mostly “filler,” consumers would jump at the
chance to purchase only the songs they liked, ignoring the album altogether.
Another thing older pop music listeners will notice that market
dynamics have changed. While there was once just a “white” and a “black”
market, there was considerable overlap; Motown even styled itself “The sound of
young America” in the 1960s. This was perhaps even more the case in the 1970s.
But as Tschmuck points out, “The labels and above all the majors had realized
that they could increase the profits by a target group-specific supply policy.
New market segments such as Country & Western, folk, and many types of rock
music – Rock, Psychedelic Rock, Art Rock, Jazz Rock, Hard Rock, Heavy Metal etc
– were established. This segmentation strategy certainly met a landscape of
differentiated musical tastes, and music consumers welcomed this.”
But it came at a cost that the music industry only belatedly
recognized. The more the separation into “segments,” the smaller the consumer
base for each genre. I grew-up on 1970s AM Top-40, and this was a time when soft-rock,
“Countrypolitan,” “Art Rock,” Philly Soul, novelty songs, Funk and instrumentals
(and Disco) resided comfortably side-by-side with more established styles; all
a song had to be was tight and tuneful. One thing I remember most fondly was the
sense of humor of the times—something that seems to be completely absent from today’s
artists. But when record companies started targeting specific audiences instead
of a general audience, the “general”—or “mainstream”—audience that was the
biggest consumers of music started losing interest in other genres and stuck to
a dwindling pool of songs that they liked.
To combat this side-effect of fragmentation, “The majors then
embarked on a new strategy,” writes Tschmuck. “The artist roster was severely
reduced, and instead of serving all market segments, the majors were committed
to the superstar principle. Thus, the 1980s were dominated by pop superstars
like Michael Jackson, Prince, Madonna, Elton John, George Michael, Lionel Ritchie,
Bruce Springsteen, etc.” But even this model could not survive for long in the
face of the digital download revolution. In this day and age of “reality”
television, people want “instant” gratification, and fewer people see the
“value” of purchasing an entire album, even by “superstars”; they can hear
snippets of a song or stream it on YouTube, and pick and choose what they want
to purchase (if they don’t want to spend time searching for it for free).
Thus the market has returned to a “singles”-oriented market,
but not in the same way as before. We are not talking about the same quality or
even quantity of the old singles’ market—not to my ears, not by a long shot. The
only way the music industry can recover to its former “glory” days is if
recording artists are more focused on quality and reaching a broader market.
Most of what I’m hearing these days—particularly the mind-numbing
repetitiveness of hip-hop and its ancillaries that still dominates what passes
for “Top-40” radio—I don’t have much hope for that.