MTV and LCD Soundsystem have put music to a short film
» Surely this new medium will change the world.
LMFAO indeed
It's been gone long enough to seem fresh: a hit single ("Pow Pow"), a hot actress (Anna Kendrick), and a schmancy director (David Ayer). MTV is using its mountains of Jersey Shore cash to take a defibrillator to music videos. Will it work? Does it matter?
The Viacom behemoth is partnering with MEAN magazine to create a series of music videos called "Supervideo," so named because it will utilize "buzzworthy music, filmmakers and talent" and give said talent the "artistic license to create a multitude of music video formats."
It's no secret that MTV has all but abandoned promoting actual music, let alone music videos. It has also been hemorrhaging viewers in the post-TRL era. But given that half of America's children watch Nickelodeon, and that MTV's website gets 60 million unique visitors a month, it's clearly still in a position to determine what's "buzzworthy" or not for kids/teens/college students and the parents who buy them shit.
The Hype Williams monstrosities of yesteryear died with the CD. Supervideo will attempt to resurrect them, albeit in a more tasteful way. This video--with its eye candy and that evil dude from Training Day--ain't bad. But given the comments that it has garnered on MTV so far, the network may have trouble convincing the monster that it created...
Posted on November 08, 2010. More on: mtv, lcd soundsystem, anna kendrick, mean magazine, training day, trl, supervideo, nickelodeon
