It’s MTV’s 30th birthday, so I’ll be reblogging some pertinent posts from around the internets. This one’s from Rolling Stone magazine (an early detractor, I should add; they were scared MTV would usurp their postion in the music business firmament):
MTV Turns 30
Original VJ Mark Goodman recalls network’s first days: “I think we only had 300 videos”
By ANDY GREENE
JULY 28, 2011 4:05 PM ET
For original MTV VJ Mark Goodman, the news that music network is celebrating its 30th anniversary this weekend is hard to fathom. “It’s freaking weird,” he tells Rolling Stone. “I’ve lived like three lifetimes since then. It’s just so long ago, and yet it also seems like yesterday. It’s a weird number – and it’s hard to believe that we’re still talking about this 30 years down the road.”
MTV launched on August 1st, 1981 at 12:01 a.m. The first images broadcast were the launch of the Apollo 11, followed by a video for the Buggles song “Video Killed The Radio Star.” The network has gone through countless permutations since then, but this weekend VH1 Classic will commemorate MTV’s founding with a three-day marathon of footage from the 1980s, including a re-broadcast of the network’s first hour, starting Saturday at 6 a.m.
Photo by MTV, 1981, left to right: J.J.Jackson, Nina Blackwood, Mark Goodman, Martha Quinn, Alan Hunter0 comments Tagged: MTV, MTV 30th, MTVposts, Vjs,.
It’s MTV’s 30th birthday, so I’ll be reblogging some pertinent posts from around the internets.
This one is from my friend, producer David Levin's unpublished introduction to the 20th birthday MTV book (in fact, David and I actually met for the first time when he was putting this book and the companion special together 11 years ago). I’d never read it before, maybe you haven’t either:
"You’ll never look at TV the same way again."
When VJ Mark Goodman first said those words, in the very first segment in the very first minute on the very first day of MTV, no one knew that it wasn’t just hype. That ultimately, television would, indeed, change forever.
If you’re under the age of 25, it is probably hard to imagine a world without MTV. That big blocky M with the graffiti TV added almost as an afterthought is known internationally - once voted among the top ten logos ever - along with the CBS eye, the swastika, the Star of David and the Cross.
But until MTV launched on August 1st, 1981, just a handful of people knew what it was - and even THEY didn’t quite agree on what it should be - or even what it should be called. That small group spent the next few years creating and recreating a television channel unlike anything that had come before: 24 hours a day - unheard of! - devoted to (of all things) rock music - more like a radio station than a TV station.
Music. Television. MTV.
Absurd. And yet it worked.
Younger viewers embraced the fledgling network. They quickly caught on to the fast-paced cutting, the sexy visuals, the vivid colors, the hard-thumping early 80’s techno music. And why not? This was a generation that had grown up on the fast-paced cutting, vivid colors and rocking music of Sesame Street.
MTV was the next logical step.
For all of the revolutionary television and music video techniques that emerged and were credited to MTV in the early 80’s, they had their roots in films like HELP!, A HARD DAY’S NIGHT and television shows like the MONKEES, PARTRIDGE FAMILY and yes, Sesame Street. Is it really that great a leap of logic to get from Big Bird to Jesse Camp?
In turn, the MTV “look” during the 80’s influenced movies, commercials, television and design.
For the young professionals who worked at MTV back then, those were heady days. A time to learn their craft, stretch creative muscles and try doing television in a way no one had imagined. Without the sky-high budgets of most network television at the time, producers, directors and the hundred of people who put the shows together learned to fend for themselves, using creativity and ingenuity to solve problems rather than money.
Many of the people who toiled behind the scenes at MTV in the early days have gone on to even greater success: as producers, feature film directors, network executives - even as stars of music, film and television.
But even for those who did not go on to fame, pretty much ANYone who has worked at MTV for even a week has a tale to tell: a celebrity encounter, a trip to an exotic location gone wrong, an on-air mishap that became legendary in the retelling. Some of those stories were shared with friends and family and insiders at MTV. Few were told outside the MTV offices.
Until recently.0 comments Tagged: MTV 20th, MTV 30th, MTV, MTVposts,.
John Lack was the first Chief Operating Officer of MTV Networks, and one of our great storytellers. In this interview for BBC’s Witness (“history as told by the people who were there”) John shares his memory of the MTV launch, 30 years later.0 comments Tagged: BBC, interview, MTV, MTVposts, MTV 30th, radio,.
Anyone who knows me is aware of my music habit, and close readers of this blog will pick up on my affection for cartoon music in particular.
So it was extremely gratifying when my friend, Rhino Records founder Richard Foos, agreed to indulge me in the 1990’s with a (now out-of-print) four CD boxed set of Hanna-Barbera Cartoons themes, underscores, sound effects, and other audio ephemera and artifacts of our historic studio. It was compiled and produced with passion and knowledge by cartoon writer/producer Earl Kress.
I’ve posted about my worship and respect for the under appreciated HB music director and composer Hoyt Curtin but, a few years ago, I finally got around to scanning the great booklet Earl put together for the set. It not only includes a listing of all the sound in the box, but has great essays by Bill Hanna, Joe Barbera, David Burd, Bill Burnett, and Barry Hansen (Dr. Demento). Plus Marty Pekar conducted an interview about the studio’s unique sound effects library with Joe, Bill, Greg Watson, and Pat Foley. (As we get around to it, you can look at separate transcripts of the essays here.)
Unfortunately, the box is out of print and difficult to find, so as a public service I’m posting the three musical volumes here. (The fourth volume has hundreds of the fantastic H&B sound effects. The Top 10 effects are included at the end of volume 3.)
of Cartoon Classics
Credits from the liner notes:
Compilation Produced by Earl Kress
Executive Producer: Robin Frederick
Volumes 1, 2, & 4 remastered by Bob Fisher at Digital Domain
Volume 2 remastered by Bill Inglot & Dan Hersch/DigiPrep
Art Direction: Coco Shinomiya
Design: Burning Bush Studio
Photos: Courtesy of Hanna-Barbera Productions, Inc.
Vintage artwork courtesy of Hanna-Berbera Production Art
The producers would like to acknowledge the incredible talents of William Hanna and Joseph Barbera.
Not for commercial use.
Copyrights and masters of these out of print recordings are by their respective owners. If this recording is re-released, or the copyright holders object, I’ll delete the posts.0 comments Tagged: Hanna-Barbera, 1995, scoring, music, cartoons, animation, Hoyt Curtin,.
Ah, the 80s.
Within minutes of getting out of the gate, Warner Amex was getting a lot of pressure to license out our logo for swag for the money we could make (it wasn’t like advertisers were lining up at the beginning), we were already the hottest thing in pop culture. Our MTV programming boss, Bob Pittman, figured that was the fastest way to spell “fad,” which was the last thing anyone wanted. We were in it for the long haul. So, instead, we commissioned Manhattan Design to come up with stuff we’d only give away to our closest friends and allies, and that cable operators could get for contests and giveaways in their local markets.
The hottest items? The blue t-shirt of course. But, the one most in demand, with the smallest supply was always the satin tour jacket, staple of every band in the 80s.0 comments Tagged: MTVposts, MTV, swag, Manhattan Design, WASEC, MTV logo, logo, branding,.
I was roaming around some MTV stuff that was done by Fred/Alan, the branding and advertising agency Alan Goodman and I started in New York in 1983. It occurred to me that while our first blush of innovations happened right at the beginning of the decade, three years in Alan and I had already quit. But, it wasn’t the end of my story with MTV, by any means. We continued a direct relationship with the company for another nine years (and I’ve been consultant to them again for 13 years as of 2010) and did some pretty good work. Click over here to see some of it.0 comments Tagged: MTV, MTVposts, Fred/Alan,.
Click here for my other posts about MTV.
'I Want My MTV' 1-4 1982-1983 from fredseibert on Vimeo.
I WANT MY MTV! took the phenomenon that had taken over the imaginations of young America and supercharged it into a famous brand with just about everyone in the country. I just googled “I Want My MTV” and it popped up almost 4,760,000 results. Pretty amazing for an advertising campaign that ceased to exist 22 years ago.* Pretty potent.
The whole thing was the work of my mentor and friend Dale Pon. He’d been my first boss in the commercial media, at WHN Radio in New York when it was a country music station. He’d recommended me for my job at Warner Amex Satellite Entertainment Company, as the production director of The Movie Channel, and eventually as the first Creative Director of MTV: Music Television. We’d fallen in and out over the years, but in late 1981, when it came time for us to hire an advertising agency again —at first, our big boss had vetoed Dale as not heavy enough for a company like ours— with a lot of help from my immediate supervisor Bob Pittman, I was able to convince everyone that Dale understood media promotion better than anyone else in America. Besides, didn’t he have “insurance” with his partner, legendary adman George Lois?
Dale Pon (via MTV: The Making of a Revolution)
No one had ever encountered an adman like Dale, because he had the unique ability to be completely and analytically strategic, and be wildly —and smartly— creative at the same time. An almost unheard of combination, especially in media advertising. Sure, he had a volatile nature, in advertising that was often a given (look at his partner). But it was his strategic, creative abilities that really set him apart.
Tagged: Dale Pon, MTV, MTVposts, WASEC, Warner Amex Satellite Entertainment Company, advertising, branding, IWMM,.
We’d already done our first trade campaign, the “cable brats,” to the discomfort of most of the suits in the corporate marketing group (Bob and his team, me included, were in programming). But Dale didn’t buy into the efficacy of trade ads anyhow, so now were onto the big show, television advertising. The only problem was that we all recognized that an effective campaign would cost about $10,000,000. Our budget only had $2,000,000, and if we didn’t spend it quickly the corporate gods would probably take it away in the fall.
"I want my Maypo" commercials, created by John Hubley
Looking back, the core creative ended up being the most straightforward part. Dale’s closest friend and creative partner, Nancy Podbielniak had written the cable brats copy and had a tag line “Rock’n’roll wasn’t enough for them — now they want their MTV!” That rung a bell in George Lois, someone who never missed a chance to abscond with someone else’s good idea, and decided to rip off his own knock off of a Maypo campaign from the 1950s and 60s (animator John Hubley originated it as a set famous animated spots, and George had unsuccessfully knocked it off usin g sports stars) and presented a storyboard that completely duplicated his version. Rock stars like Mick Jagger were saying “I Want My MTV” and crying like babies, implying they were spoiled children being denied. No one was buying it until Dale let me know that there was no way he’d ask Pete Townshend or Mick to cry for us. “Pride! They need to show their pride in rock’n’roll! They’ll be shouting!” After a little corporate fuss we were able to sell it in.
AMERICA! DEMAND YOUR MTV!
Now, it was the next part that was completely and utterly brilliant. Because Dale came from the school that great creative was all well and good, but unless it could move the business needle, what good was it? In this case, the needle wasn’t ratings (cable TV didn’t have ratings in 1981), but active households, distribution for MTV. Cable operators were all relatively old guys who thought The Weather Channel was a better idea; they’d turned a deaf ear to their younger employees who were clamoring for us instead.
To dramatically simplify the strategy Dale organized, he decided to only advertise in markets where:
• There was enough penetration to justify a modest ad spend.
• But where there were critically large cable operators on the fence about taking MTV.
• And that we could afford a 300 gross rating point buy (three times heavier as any consumer products agency would suggest) for at least four weeks in a row (the traditional media spend would call for pulsing 10 days on and 10 days off).
The “G” in LPG/Pon was Dick Gershon. Along with data from our affiliate group, he crunched and crunched and crunched until he came up with a list of markets and dates we could afford. It was 20% of what we needed, but everyone figured if we could really start to knock off a bunch of cable systems, get them actually launch our network, the domino effect would solidify MTV’s hold on the market forever.
Strategy in place, the creative was back on the front burner. The basic campaign was a great way to get famous rock stars endorsing our channel, but where was the close? What would actually make the ‘ka-ching’ we needed? Luckily, back in the day there was only one way to for a homeowner get anything from your reluctant jerk of a cable operator (they figure they held all the cards, why should they do anything to make life better for their consumers?). And what was it that young adults loved to do? Dale knew immediately.
No one alive in front of a television set in the summer of 1982 could ever forget Pete Townshend, with the wackiest haircut of his career, shouting at the video camera:
"America! DEMAND your MTV! Call your cable operator and say, “I WANT MY MTV!!”
We shot the spots wherever the rock stars would have us for 20 minutes (they still weren’t really sure this MTV: Music Television thing was going to be good for them). Our director and producer, Tommy Schlamme and Buzz Potamkin, got together with some puppeteers to choreograph the ‘dancing’ stereo television. I asked my partner to go into the studio to edit the music sections when they weren’t rocking enough, and —poof!— famous advertising.
Nothing to it, yes?
* For comparison, “I Want My Maypo" posts 112,000 results on Google. Or "Where’s the beef?", another famous 1980’s campaign for Wendy’s returns 176,000 (or if you only use that phrase, which has been appropriated for all sorts of uses, you get 2,640,000).
Before “I Want My MTV!" Part 1.
I was torn.
My mentor, Dale Pon, had suggested me for my job at MTV Networks (née Warner Amex Satellite Entertainment Company). He was the creator of distinctive, innovative, and successful campaigns for radio stations across the United States, was a creative and media wizard, if a little, um, intense, and had worked at WNBC radio with my boss Bob Pittman, MTV programming chief. Dale had recently started an ad agency, LPG/Pon with advertising legend George Lois.
John Lack, our executive vice president, was very close to Ogilvy & Mather, the advertising agency for American Express, our half owner. My first exposure to the idea that advertising could be actually be smart came from reading founder David Ogilvy’s “Confessions of an Advertising Man.” (If fact, it was one of four books I gave to my young staff members.)
I wanted Dale to do the MTV advertising, convinced that only he understood how to promote media, a completely —completely— different beast from tradition consumer products. John wanted Ogilvy. They were the classy choice, and I had to admit it would make us feel, well, bigger. Better? Not so sure.
John won; he was the big boss, and Bob wasn’t going to fight him on this one yet. I became the MTV point person, but that was only a little good, because we had a corporate infrastructure above us that thought they should control the communications of the networks. From the first day it was a complete struggle.
We get to the first meeting, and the account team wants to convince us (me) that they deserve the account. They wheel in their resident hipster copywriter, wearing his green and yellow satin tour jacket. He says something about Bruce Springsteen. I point out that Bruce made the decision to rock not to write ads. This relationship was not going to end well.
Our first big fight was over the logo. Big agencies, especially O&M, wanted to control everything about the marketing of a product, which often included actually creating and naming a product. That was not going to happen with us. We’d battled for months about the name (reaching the no-one’s-happy compromise of MTV: Music Television) and I’d already been working on the logo with my childhood friend Frank Olinsky and his studio Manhattan Design for almost a year.
So an Ogilvy meeting happens where I tell them about the logo and why it’s awesome (this is after weeks of disagreement with our company suits who succeeded in killing the thing once before we swept it out of the fire). They all stare at us silently while the senior account guy pulls out a xeroxed “Ogilvy’s Rules for a Great Logo.” Checking off the points one by one I proudly point out that we’ve broken eight of the 11 rules. Perfect for rock’n’roll network!
After that the ads they did for us generally sucked. It was bad enough they kept trying to make logo look “good,” but they said nothing and lacked everything. No snap, crackle, or particularly, pop.
When it came time to do a TV ad, they came up with some thing with fancy computer generated purple grids that was supposed to be cool. I didn’t really know what a “national” commercial as supposed to be (I’d only produced local radio station spots for Dale) and everyone else seemed to think it was OK, so I went along.
When it came time to make the spot I was in the production company’s office (what was a production company anyhow? That’s how green we were) in the Hollywood Hills and I hear the producer say to the agency, “What do you want me to do with this logo?”
"What do you mean?" I ask.
"We don’t do comic book stuff here. What do you expect us to do with this piece of shit logo?!"
You can imagine the screaming match that ensued, enough to make a wrestler blush. We came to an impasse, they made their junky (expensive) commercial, and somehow I became fast friends with the producer Sherry McKenna (now, the co-founder of Oddworld).
The commercial ran, no one noticed, we fired the famous Ogilvy and & Mather, and the company reluctantly agreed with Bob and me that we engage Dale and LPG/Pon.
Before “I Want My MTV!" Part 2
MTV had been on the air for six months and we’d fired the storied Ogilvy & Mather and hired Dale Pon’s LPG/Pon (a joint venture with George Lois) at my insistence. Now they were presenting their first trade campaign for advertisers and cable operators and my first big decision was being called into question.
America is fast becoming a land of Cable Brats!
"It’s audacious! Outrageous! Just like you guys." George Lois was a big talker, a big seller, and a bit of a smart ass, loudmouth. He was also smart. Even though I knew he designed the “cable brats” thing, but my brilliant mentor Dale, who’d never steered me wrong creatively or strategically, was behind the whole thing. His ex-girlfriend, and now one of my best friends, Nancy Podbielniak, had written the copy. Besides, I agreed with Dale that generally trade advertising was a waste of time and bigger waste of money. Consumers were where it’s at, and weren’t all the tradesmen we were hopping to reach consumers too? If we had a knockout punch of consumer advertising our job would be done. I knew he was keeping his powder dry for the big show.
America is fast becoming a land of Cable Brats!
There’s an incorrigible new generation out there.
They grew up with music.
They grew up with television. So we put ‘em both together — for the Cable Brats, and they’re taking over America!
They’re men and women in the 18 to 34 age range advertisers want most — plus the increasingly important 12 to 17 segement.
The Cable Brats buy all the high volume, high ticket, high tech, high profit products of modern America.
They’re strong-willed, cunning, crazily impulsive — an advertiser’s peerless audience.
They look and listen and they want their MTV.
And they buy, buy, buy.
Rock’n’Roll wasn’t enough for them — now they want their MTV. (The exploding 24-hour Video Music Cable Network (and it’s Stereo!)
Tagged: Dale Pon, George Lois, IWMM, LPG/Pon, MTVposts, WASEC, Warner Amex Satellite Entertainment Company, advertising, print,.
George was certainly right. It was audacious, and it was a touch outrageous. Somehow, the tone wasn’t quite right, but after the crap Ogilvy had done for us, it was way better.
Besides, hidden in there was the sand grain that was going to lead us to our pearl.
On August 1, 1981, at 12:01 a.m., MTV: Music Television launched with the words “Ladies and gentlemen, rock and roll,”spoken by John Lack. Those words were immediately followed by the original MTV theme song, a crunching guitar riff written by Jonathan Elias and John Petersen, playing over a montage of the Apollo 11 moon landing. With the flag having a picture of MTVs logo on it. MTV producers Alan Goodman and Fred Seibert used this public domain footage as a conceit, associating MTV with the most famous moment in world television history. Seibert said they had originally planned to use Neil Armstrong’s “One small step” quote, but lawyers said Armstrong owns his name and likeness, and Armstrong had refused, so the quote was replaced with a beeping sound. At the moment of its launch, only a few thousand people on a single cable system in northern New Jersey could see it.
Weirdest part for me is Adam Curry’s line at the end: “combining the best of TV with the best of radio.” There’s been a line in Next New Networks’ materials since we began: “combining the best of TV with the best of the web.” No coincidence that Fred was involved with both.
I rarely reblog here, but this clip seemed like a good bet. (Though that last VJ was actually Mark Goodman.)0 comments Tagged: MTVposts, WASEC, Warner Amex Satellite Entertainment Company, logo, branding,.