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MTV [Music Television]locked

  • Nick Rubin

Extract

Cable TV channel launched on 1 August 1981 as a joint venture between Warner Bros and American Express. It was originally conceived as a television analog to mainstream rock radio. However, a limited supply of video clips from mainstream rock artists led the channel to include new wave artists, who had been producing videos for urban “rock discos” as well as for British television. Often these bands were particularly telegenic, displaying dramatic fashion sensibilities and sleek, modern instruments like synthesizers and electronic drums. Although mainstream artists still constituted the majority of MTV programming, the channel became strongly identified with this so-called new music, partially because it had hitherto received scant radio airplay in the United States. When such artists as the Human League, Soft Cell, and Duran Duran exploded in popularity after receiving MTV airplay, the channel pushed commercial radio into the same territory, helping to drive a mainstream New British Invasion in the United States from ...

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