Miley Cyrus ran around on Sunday’s MTV Video Music Awards nearly naked, and then flashing her nipple during a costume change.
As the camera panned backstage, Miley failed to cover up and the broadcast quickly cut away to the crowd while she continued to talk. She then said, “What’s happening? Oh, sorry.”
Throughout the show, she sang about smoking marijuana and during the final performance of the show – ok, lets stop here. The fact is, Miley and MTV are desperately looking for a scandal that will make Monday morning news.
It’s no secret that MTV is trying to reinvent itself to combat sinking ratings and disinterested teens. MTV primetime programming is reaching 40% fewer viewers in the 12-to-34 target demo than it did five years ago, according to Nielsen.
MTV hasn’t a big hit show in quiet some time. Interest in MTV’s reality shows that came to dominate MTV’s schedule is fading, and, at 23, The Real World is older than its target audience. “Big shows are once in a few years for any network,” says John Janedis, equity analyst at Jefferies. “It’s becoming harder to have smash hits.”
“It’s the perfect storm,” says a former MTV programming executive. “The audience is going digital, reality TV is running dry, there’s more competition for scripted programs. I feel for the executives there.”
The first 3 videos that played on MTV which launched 34 years ago in August 1981. The Buggles’ “Video Killed the Radio Star”, Pat Benatar’s “You Better Run” video aired second. Rod Stewart’s video for “She Won’t Dance with Me” aired third.
Today, MTV is barely recognizable. Although they still air a music video awards show, most of the programming is reality based shows.
The Story: This radio rock band has been touring at a national level over the last several months, performing shows with Framing Hanley, Halestorm, Avenged Sevenfold, Papa Roach, Cavo, etc. Their songs have been featured on ESPN & MTV and the single “Loser” is currently spinning on the radio. The latest CD was Produced by Jon King (Augustana, Throwing Gravity, Darling Parade) and mixed by Brian Virtue (Chevelle, 30 Seconds to Mars).
Key Track: Wango Tango (video)
The Story: Pop/Rock artist Danielle Barbe quickly became a Kings favorite after her latest video release of her new single “Wango Tango”. Her latest release which was produced by Luke Ebbin (Bon Jovi, The All-American Rejects, Plain White T’s) has started to generate a buzz. Her previous single ‘Ghost Town’ won MTVu Freshman of the Week and entered into MTV rotation in February 2011. She has played SXSW, The Palms Casino in Las Vegas, and opened for Semi- Precious Weapons.
Performances: Next performance at WARPED Tour in Pittsburgh this Friday.
Key Track: I’ll Pray For You
The Story: This Boston pop rock act have sold over 16,000 copies of their debut record without a record label, putting over 90,000 miles on their van. Westland is playing select dates on this summer’s Warped Tour and is planning a 40-date tour for the fall that will hit both the US and Canada.
Placements: Don’t Take It Personal was mixed by Mark Trombino (Jimmy Eat World, Blink-182) and ESPN, MTV, E!, and Showtime have all featured songs from the album.