For years now, the running joke about MTV has been, “Do they even play music anymore?” With MTV UK announcing this past week that they are shutting down five of their six music channels, with the remaining MTV HD channel shifting toward reality series programming, apparently we finally have our answer: “No, they don’t.”
The massive, although seemingly inevitable, programming change has brought a slew of reactions. As well as one major question: What does this mean for the U.S. MTV channels and affiliates?
I’d argue that just because MTV wants to go in a reality-focused direction does not mean that they can’t do so while also staying within the music realm.
In an “adapt or die” media world. Pivoting rather than an all-out change could very well be the best strategy for MTV within the United States.
Through collaborations with top music podcasts, behind-the-scenes docuseries, exclusive artist tour coverage, and watch-along events, MTV’s reality programming can still keep and bring in viewers who otherwise would be turning away due to the channel currently playing Ridiculousness 14+ hours a day. (Yes, that’s really happening.)
The End of an Era
MTV’s parent company, Paramount Skydance Corporation, is expected to pull the MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live channels on December 31. The channel’s flagship, MTV HD, will remain on the air. Although it will continue with its reality-show-heavy programming, according to Newsweek and the BBC. The decision comes as the company seeks to cut costs by as much as $500 million across its global portfolio. As more viewers shift away from linear programming.
Former MTV VJ Simone Angel told BBC News that she was “in disbelief” over the news despite the fact that “it’s been a long time coming.”
“To this day, it’s one of the most recognizable brands in the world. Why on Earth [would they] throw that away? It’s not thrown away, but it’s just reality TV. That’s not what MTV is or should be,” the longtime former ‘90s MTV Europe and MTV UK VJ continued.
Paramount has not publicly commented on the channel closures. However, the MTV U.S. stations are not expected to be affected by the decision… not yet, at least.
How MTV Can Avoid Being a Leftover
Just because MTV wants to get rid of their music video programming doesn’t mean that they need to get rid of their MUSIC programming.
The success of Amazon Music, VEEPS, and other music-centric lifestyle platforms shows that there is an intense desire by music fans to watch reality music programming.
- Music-Adjacent Documentaries – Recent documentaries about Taylor Swift, Lady Gaga, Lilith Fair, Billy Joel, Britney Spears, Woodstock ‘94, Led Zeppelin, and other artists have brought in big numbers for Netflix, HBO Max, Hulu, and Amazon Prime.
Fans absolutely love to hear the stories and drama regarding artist journeys. As well as the behind-the-scenes coverage, as if “they are right there.” Think the early 2000s MTV Diaries series but in modern ways. The show’s iconic tagline, “You think you know, but you have no idea…” is more relevant now than ever.
- Podcast Crossover – MTV should take a page out of the sports broadcasting playbook and begin incorporating top music podcasts into their daily rollout. Think Travis and Jason Kielce’s New Heights podcast but music, entertainment, and trending news-focused.
I can tell you firsthand that my music live show and podcast, The Gunz Show, has been actively having discussions with a number of major streaming platforms about simulcasting it. MTV has not been one of them.
Simulcasting audio and video podcasts allows MTV to bring in additional viewers, especially when guests are included. Think ESPN’s The Pat McAfee Show. Which thrives not only on YouTube and digital platforms but also on main broadcast channels. It also allows shows to be replayed throughout the channel. So that we aren’t getting hours upon hours of the same programming.
- Curated Video and Video Playlists – Make no mistake, for years many viewers have despised the reality-programming direction that MTV has focused on. Although much of the audience has turned toward YouTube for their latest music videos. There is still an opportunity for curated playlists to bring in an audience.
MTV or its Paramount+ platform should have blocks of music video programming. Think The Emo Hour, hosted by an artist, or The Alt-Country Revolution, hosted by Hardy or Jelly Roll, etc.
Many music genres are seeing a massive resurgence in nostalgia-driven bands and content. MTV should lean INTO this by incorporating a timeline of music videos of artists throughout the years or rolling out old episodes of MTV Unplugged!
- Events and Watch-alongs – I have been tweeting this for years. Why in the world are we not seeing MTV do watch-along viewing parties like the sports world is doing? Whereas Peyton and Eli Manning are doing their Manningcast during Monday Night Football, why does MTV2 not have one for the MTV VMAs?
Imagine getting a popular rapper, country star, rocker, and pop star all on the same couch together commenting and sharing stories, gossip, and drama. That’s how you bring in an audience and dish out clipped content across all MTV verticals.
- Keep the ‘M’ in MTV – I recently hosted the return of the Warped Tour livestream this past summer in Washington, D.C., for Amazon Music as well as in Los Angeles for Insomniac Events, and the feedback exceeded many people’s expectations.
Interviews and content with Machine Gun Kelly, The All-American Rejects, Avril Lavigne, A Day to Remember, and more proved that fans will tune in wherever their favorite artists are—especially on a visual medium.
Believe it or not, the letters “MTV” still mean a lot and boost credibility. Despite some actively trying to prove otherwise.
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‘Gunz’ has been a staple in the music, sports and news industry for over a decade. From his first on-air appearances on MTV and FUSE television as a teenager to broadcasting nationally with Don Imus, to most recently hosting the Vans Warped Tour on Amazon Music, he has become one of the industry’s most insightful and trusted voices. As host of idobi Radio’s ‘The Gunz Show’ (80K+ Weekly Listeners) for the last fifteen years, Gunz has built a reputation for Breaking Bands and Breaking News, including notable debut interviews from bands such as Twenty One Pilots, Cobra Starship, fun., and viral interviews with artists such as Machine Gun Kelly, All Time Low and The All American Rejects. Whether it’s hosting red carpets or exclusive sit-downs with media’s biggest names from Clive Davis to Dana White, Gunz answers not only “What” is happening, but more importantly – “Why?” for programmers, publicists, artists, entertainers and fans alike.
