in recent months, mtv has been mashing commercials for its tv shows with performance commercials of non-commercial artists. the ads first caught my attention when the bands paramore and rodrigo y gabriela were in them. then a little later, rapper common showed up. more recently, it's been singer kenna and m.i.a.
perhaps this is mtv's compromise for all the people saying there's no music in music television anymore. it's more like 99.9% reality programming. why bother having the awards show anymore if videos are only shown between six and eight in the morning? the music commercials are a sad consolation prize for people still trying to hang in there with the network.
its 30-and-older counterpart, vh1, isn't any better. it shows videos during the same time period in the morning then have the gall to have a top 20 video countdown on the weekend! i caught part of it one saturday morning, and a very old song by pink (old by industry standards) was still on the countdown. who's actually voting for the videos that make the cut?
maybe mtv's just commenting on how disposable music is these days by presenting it in a disposable way. realistically, the music isn't being promoted in these commercials. maybe mtv's really just trying to get hits on its website and more business for their online music store.
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