Tech | June 03, 2009 | 46 comments

Is YouTube The New MTV?

source: http://www.npr.org/templates/story/story.php?storyId=104871526

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The video-sharing Web site YouTube is probably best known as the place to find silly home videos of klutzy cats, clever babies and lip-syncing soccer moms. But YouTube is becoming increasingly important to the music business. In fact, some industry professionals say it has become the MTV of the digital generation.

In the old days, new bands created buzz by playing clubs and getting on local radio. Today, record labels often gauge a new band's popularity by looking on YouTube. Jeff Dodes, head of multimedia for a division of Sony Music, says that's where one of his talent scouts saw the video for the song "The Stanky Leg," by The GS Boyz. "The Stanky Leg" had created so much excitement on YouTube that Sony decided to sign The GS Boyz. And Dodes says that when the group makes its record for the label, he'll take The GS Boyz back to YouTube to promote it.

But once a group is signed to a label promotion teams use a number of tricks to make sure that YouTube users actually see videos by their artists. Jeremy Maciak of Vagrant Records points to a video by the label's band A Cursive Memory. Maciak says the production is simple, consisting of "the band jumping in front of paparazzi and behind velvet ropes all throughout Hollywood with a boom box on their shoulder, singing their song, which is called 'Everything.' "

The video is filled with shots of well-known celebrities, all of whom are named in the video's tags, which Maciak says garnered a lot of exposure for the video. The video was viewed hundreds of thousands of times, but not necessarily because people were looking for the song.
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46 comments // Is YouTube The New MTV?

  • randallcquill
  • KeineReue
    • 0
      KeineReue  

    • I love CURRENT. CURRENT is what mtv should have been. It is a wiser version of youtube in soo many ways. I used to be an avid music video watcher, back in Canada. I Loved our tv channel muchmusic. Then one day a bunch of mtv shows showed up , like pimp my ride and cribs. Totally took over the airwaves. I rarely ever watch mtv or muchmusic anymore. I miss the videos. Like Floria sigismondi's videos. That woman was Phenomenal in my opinion. Gonna quote Esthero to end this off. If you haven't heard the song "We R in Need of a Musical Revolution" then go check it out.

      I'm So Sick And Tired Of The Shit On The Radio
      and Mtv, They Only Play The Same Thing
      no Matter Where I Go
      i See Ashanti In The Video
      i Want Some Thing More

      we Are In Need Of A Musical Revolution!
      we Are In Need Of....

      how Can You Make Your Way Through The World Today
      when Everybody Is So Angry?
      and What We Hear Affects Our Hearts...
      there's Got To Be A Better Way To Communicate
      so Show Your Love Not Hate

      we Are In Need Of A Musical Revolution!
      (We're So Tired Of The Same Old)
      we Are In Need Of Some Spiritual Evolution
      (We're So Tired Of The Same Old, Same Old)

      we Are In Need Of Love
      we Are In Need Of Love

      i'm Calling, Calling, I'm Calling Out
      calling You
      doesn't Anybody Wanna Do Something New?

      i'm Calling All Creators In The Movement
      it's Time To Offer A Solution To The Dilution Of What We Love
      and The Greats Would Be So Disappointed
      'cause We've Sold Our Souls For What We Don't Own Anymore...

      we Are In Need Of Love
      lets Start A Musical Revolution!
      (We're So Tired Of The Same Old)
      we Are In Need Of Some Lyrical Evolution
      (We're So Tired Of The Same Old, Same Old)

      i'm So Sick And Tired Of The Shit On The Radio
      and Mtv They Only Play The Same Thing
      no Matter Where I Go
      i See Ashanti In The Video
      i Want Something
      'cause I'm Sick And Tired Of The Shit On The Radio
      and Mtv They Only Play The Same Thing
      no Matter Where I Go
      i See Britney On My Video Screen
      i Want Something More

      lets Start A Musical Revolution!
      i Want Something More
      lets Start A Musical Revolution

      tell Me Why....
      a Grown Man Can Rape A Little Girl
      but We Still Hear His Shit On The Radio
      a Grown-Ass Man Can Videotape A Little Girl
      but We Still See His Mug Up On Our Video Screens?

      i Want Something More......
      i Want Something.

    • 2 years ago
  • twitterbot
    • 0
      twitterbot  

    • @gcn1 on twitter says "Is YouTube The New MTV? (Well, more like the "old" MTV because when does MTV play music videos anymore?) --"

    • 2 years ago
  • RoCkeR666
  • eta
    • 0
      eta  

    • metalcookies...sorry but im not sure if youre agreeing with my assessment or disagreeing. well, i guess you're agreeing with me, but can you elaborate on "turning back to its former self?"

      The thing about Youtube, which actually has been owned by Google for some time now, is that there's no intellectual reinforcement and for lack of a better word, gatekeeping. But from what I hear there is secret, covert gatekeeping going on...comments, video removals et al. ...there's a democratization and diy aesthetic going on with Current's platform (which is still in a sort of infancy stage) and it has a few more traditional programming like supernews and infomania, and its own 20/20 in vanguard!

    • 2 years ago
  • metalcookiesxy70
    • 0
      metalcookiesxy70  
    • eta:

      Yes, "turning back to its former self" meaning of Current format will turn back to its previous format it once had, but with better features, one of the Current staff said that... (Mario_a)

      Seems that promise was about 3 months ago...I still have a slight worry of what might happen to Current in the future....

    • 2 years ago
  • EmperorThan
  • metalcookiesxy70
    • 0
      metalcookiesxy70  

    • I would hate to say it but its true....Current is in the progress of being the new Mtv, but then again, it can turn back to its former self. I don't oppose Current or anything, its simple criticsm.

      Youtube, on the other hand, its basically anything you make it, from its ignorant people to tasteless videos to big corporations trying to take over youtube.

      Its basically whatever you make of, so have at it..

    • 2 years ago
  • Rex_Raptor
    • 0
      Rex_Raptor  
    • metalcookiesxy70:

      But how are we going to have an open season on something when the tides of coercion sway some of us away from the things we would really want from the site, and are force fed complacency in these business' opinions;even moreover, how can one make anything of something that is comprised of so many, and so many being piloted by the "sweeping demographic" of people "asking" for that extensibility to be removed?

      Of course no one would want that freedom for the you to be reflected in Youtube, nor would they want it to happen to any of these popular mediums, like Current, or IndabaMusic. I don't see that all of advertisement as bad, but I feel it can be done irresponsibly and as an impediment to peoples ability to choose and for organizations trying to place that choice on a plateau for all to see, but slowly sunk into the muck of commercialism.

      There is a medium that some of these organizations will follow. That will be the new cutting edge. Responsibility. The question is, who will make the first step?

    • 2 years ago
  • metalcookiesxy70
    • 0
      metalcookiesxy70  
    • metalcookiesxy70:

      The people first will make a step towards by trying to demand for both freedom and to still have the regular features that is shown on the mediums, although, the bussinesses will either reply to the poeple's demand by providing them the same features and freedom. Or the bussinesses will not reply, and just continue to do more commcericals and less features and freedom...

    • 2 years ago
  • eta
    • 0
      eta  

    • No. CURRENT is the new MTV. And I mean this with the greatest sense of potential, enthusiasm, appreciation and holism.

      People tend to reach back in history and reference and compare present artifacts negatively. But, despite the saturation and commercial downfall of MTV, it was necessary and we've learned from that.

      I believe Current is the remix. It's becoming what Viacom crushed and MTV was unable to fulfill: a platform for all channels of media and expression which explore, question and celebrate our culture in all its varying, but ultimately unified form. Bam!

    • 2 years ago
  • EmmaKSpence
    • 0
      EmmaKSpence  

    • You tube is saturated with all sorts of videos, the videos that get the most popularity are the stunt type blunder videos and videos that are already widely promoted through other media I don't think it is the next MTV as it is hard to discover good quality underground videos!

    • 2 years ago
  • artemis6
    • 0
      artemis6  

    • It was far better , but not for long . Do you know what multinational corp. just bought it ? They must have felt a little threatened . Start planning the next version of it , Make sure it belongs to those that contribute and stays that way .

    • 2 years ago
  • michail77
    • 0
      michail77  

    • There are a few comments about their being dub stuff on yt. While that is true, there is plenty of "smart stuff" on there as well. You just have to go looking for it as it tends to not come to the top.

    • 2 years ago
  • Rex_Raptor
    • 0
      Rex_Raptor  
    • michail77:

      It very well should be placed prominently on top, because of the renown that the users chose to gave it, NOT some corporations top dollar to use this as a buffet for the sheep to come and sample their product or revel in their industrial goods via some ad.

      It's exasperating to see that everyone is folding and defending that it's right for Youtube to remove the You in it, and just be another tube.

    • 2 years ago
  • Rex_Raptor
    • 0
      Rex_Raptor  

    • Of course Youtube per ports a great convenience to its audience, as it did before but it isn't in its fullest effect. I remember a time it was ran by the viewers community at large, and even though it was a rampant climb to put items up there and fight the RIAA and all of those organizations over what the "Free Use" laws of copyright entail, Youtube still did its best to put that on their site in lieu of the user made content.

      It was a free market for the USER to get the recognition they deserved for content they ported to Youtube and in turn gave Youtube its acclaim and stewardship.

      It isn't right for Youtube, MTV, Fox, Viacom, or any other big conglomerate to remove the human factor of audience from the big scheme of how they became great in the first place.

    • 2 years ago
  • bishopobispo
    • 0
      bishopobispo  
    • Rex_Raptor:

      Well I guess that is easy to say when you're not losing $470 million a year.

      What do you expect them to do? Operate at a loss until they fold?

      Also, in no way has the individual user been removed from youtube. I think what you may be hinting at is the fact that they seem to no longer be youtube's primary focus.

    • 2 years ago
  • S3th
    • 0
      S3th  
    • Rex_Raptor:

      "Also, in no way has the individual user been removed from youtube"

      Watch the video again.

      And I personally know more than one individual who has been removed from YouTube for having an unpopular opinion. NO smut. Nothing to warrant their removal. JUST REMOVED!

    • 2 years ago
  • bishopobispo
    • 0
      bishopobispo  
    • Rex_Raptor:

      Even before youtube made the changes you saw in the video above, they removed individual users. They are a private company. They have that right.

      But many of us who contribute to the youtube, myself included, continue to use the site just as before.

      But still neither of you guys are offering solutions to youtube's financial problems. What do you expect them to do?

    • 2 years ago
  • Rex_Raptor
    • 0
      Rex_Raptor  
    • Rex_Raptor:

      And that is the point of having strong, dynamic marketing. Youtube has never presented it was having a problem. In fact, before Google bought them, they were in the midst of expanding anyway. After the buy out, there was almost little to no need to revamp the site. Maybe make it seamless with google, and updating the interface, but they should have held true to their original message. Adult Swim has been uniform and steadfast about listening to the viewers, even though Cartoon Network hasn't, but Adult Swim has seen much more success than CN would have ever imagined a side project would.

      It's that consistency that makes all of the difference between a fad, and something that will always be there for a certain consumer base.

    • 2 years ago
  • bexnorts
  • jaystyx
    • 0
      jaystyx  

    • Youtube is better than MTV ever was. I can get the music and shows that I want whenever I went.

      It does suck that the most popular channels like fred just show annoying talentless teenagers doing stupid crap. But you don't have to watch them.

    • 2 years ago
  • Rex_Raptor
    • 0
      Rex_Raptor  

    • We don't need other people telling us what we find cool, nor do we need something else shoving advertisement down our throats. VJs are cool, but music is better. Social networking? Get real, you can do that by this amazing feat called leaving the house and actually presenting yourself to people.

      It's alright to have these forums with collective intelligence, but it isn't alright to taint the right mind of individuals by making them feel inadequate to their own social "class", and create a caste system out of the things we would hold as entertainment.

      I want the Music back in Music TV, and maybe we should have an Ad TV channel if we seriously want to be coaxed to buying products and having marketing telling us how to live.

    • 2 years ago
  • bishopobispo
    • 0
      bishopobispo  

    • Youtube isn't only the new MTV, it's the new TV.

      Please keep in mind that youtube is what you make it. Yes, there is a lot of garbage that gets promoted (especially now that they've begun featuring professional content), but you customize your experience on the site by subscribing to users whose content you appreciate.

      Saying youtube is garbage because farce acts get undeserved attention is like saying the internet is horrible because there are a few sites you don't like. I mean, it's still great nonetheless no? Just check out what floats your boat and brush the rest aside.

    • 2 years ago
  • Mobius2012
  • aquamammal
  • rockstarmillionaire
  • Rex_Raptor
    • 0
      Rex_Raptor  

    • Everything, once it acquires renown, becomes the new MTV. Note TV channels such as G4, who after 2 years of independent programming and 1 year of merged programming with TechTv, had one of the most successful and most pertinent programming to gamers and the tech savvy. Now all you see on that channel is the Man Show, Cops, Cheaters, and all of those reject shows from Fox. Don't get me wrong, I love Code Monkeys, but that is pretty stale.

      When Google bought out YouTube, people should have seen this and immediately been ready to transition to the next best thing, because once the ego of a company inflates, it equates the repulsive magnitude of two magnets of the same polarity. They'll be dense until they see they are beginning to fall through because of their tactics and may take a OG approach and actual start putting content up the way it should: By the users and for the users.

      Society right now is in it's downward spiral of irresponsibility and not taking accountability for things, just to attain the things society "wants" and not what it exactly needs.

      I guess the real question is, what is the price of political correctness?

    • 2 years ago
  • shroomfairy
  • StrangE2U
    • 0
      StrangE2U  

    • did not read much of the blurb... just the headline... but all i can say is that i hope not... last thing this world needs is another MTV

      "Be cunning and you will never die"

    • 2 years ago
  • S3th
    • 0
      S3th  

    • BTW, for those who are in a position here at Current to take offense at my criticism, you have three choices!

      1. You could just ban me so you don't have to put up with the criticism.

      2. You could criticize my criticisms. Dismiss my claims as coming from a nutjob!

      3. You could ensure news worthy of being at the top of the food chain, gets to the top of the food chain, and rein in those lofty-minded people who want to put their inane news on top of the heap!

      4. Wait, I forgot about number 4! You could just ignore me, and continue running your website how you damn well please.

      Cheers!

    • 2 years ago
  • Commentor
    • 0
      Commentor  
    • S3th:

      there is some sort of way to feed back to current have you tried that ... what was the answer?

      BTW what does
      "This story's score has been adjusted because it's been chosen as an editor's pick. "

      Really mean ... oh we just want this story to be on top so we put it there?

    • 2 years ago
  • S3th
    • 0
      S3th  
    • S3th:

      I didn't try that....I posted a story about Dick Cheney admitting he knew about the torture...and asked in that story, why they had chosen a story about stealing hotel crap as number one....As of yet, but I haven't checked since I left for work, they have not commented...

    • 2 years ago
  • S3th
  • S3th
    • 0
      S3th  

    • The problem with YouTube has nothing to do with it's potential. What is wrong with YouTube is the fact that it's potential is being wasted...

      Channels like Fred, Hot for words, and gobs of complete farces pretending to be real people find popularity by cheating, or god-forbid, PEOPLE actually stupid enough to believe that shit is entertaining, or REAL!!

      Meanwhile channels that REAL people use to create awareness of the many crimes being committed by their own governments, agencies, or social structures, are barely recognized. With exception by the few who understand the kind of potential for spreading awareness YouTube can be used for

      I guess you could say the same for current.

      Just today, after it was made public that Cheney was in the know about the torture going on, Current's number one story in the news was a compelling essay on whether we should feel guilty for stealing hotel soap.

      I mean, WTF!

      Do you ever feel like we are living in Bizarro world?

    • 2 years ago
  • bjm1989
    • 0
      bjm1989  
    • S3th:

      Yeah i couldn't agree more with you man. Issues that matter are never highlighted or addressed, but rather pushed aside by petty celebrity, tabloid and opinion related issues that are 'easier to swallow' and more entertaining.

      It's like the powers that be are saying "don't you worry about this, it's not really important or concerning you, here have a laugh instead."

      Bizzaro world indeed.

    • 2 years ago
  • metalcookiesxy70
    • 0
      metalcookiesxy70  
    • S3th:

      I completely agree

      I, and many other people have recently pulled a prank on Fred.... But anyway...

      Current is becoming MTv, a couple of months ago, I'd say this place was really decent.....

    • 2 years ago
  • Commentor
  • bjm1989
    • 0
      bjm1989  

    • hence the promoted t-pain, lady gaga, eminem and the hills videos....

      we can't get away from this watered down dumbed down culture...

    • 2 years ago
  • twitterbot
  • Wraak
    • 0
      Wraak  

    • Both are overrated, and I am sick of hearing references to MTV and YT every day. Ted.com is far more useful than youtube, and very few things on youtube actually entertain me.

    • 2 years ago
  • el_chivo
  • cztheday
  • MizPiz
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