It's time once again, music lovers, for the MTV Video Music Awards, commonly called the VMAs.
The 34th annual VMAs will air from 7 to 10 p.m. today on, of course, MTV. Watch them if you want to quickly catch up with what's hip and happenin' among the young folks.
It's hard to believe it has been 36 years (Aug. 1, 1981) since MTV (that stood for Music Television) debuted on cable with the bold, new-fangled idea of airing videos to go along with the tunes. MTV hosts were called VJs -- video jockeys.
The first thing shown on MTV was a montage of the Apollo 11 moon landing. That's why the VMA statuettes feature an astronaut, usually called the MTV Moonman.
After that, it was time for the videos. Show of hands -- Who remembers the very first one?
Middle-aged, AARP-bound kudos for those who said it was The Buggles' "Video Killed the Radio Star." Bonus points for knowing the second video was Pat Benatar's "You Better Run."
Want to feel old? Benatar is 64 years old now.
It's difficult to imagine a hit song being released without a fancy video these days. In fact, many usually see the video before downloading the tune.
But back in the beginning, music videos were novelties and some seem laughably amateurish by today's standards. Still, they were an immediate hit among teens and young adults.
MTV, however, was not universally welcomed.
Some communities declined to add the channel to their cable provider's lineup because a few of the videos were deemed lewd, crude and a negative influence on malleable youth.
Early objectionable examples included Madonna's "Justify My Love" (even banned from MTV) and "Like a Prayer." These days, we barely blink when a Miley Cyrus licks a sledge hammer and swings around naked on a wrecking ball, or Robin Thicke ogles the topless babes in "Blurred Lines" (the R-rated version).
For the record, in a May interview on radio's Zach Sang Show, Cyrus said, "I am never living that down. I'll forever be the naked girl on the wrecking ball."
For me, it didn't get much more provocative than the suggestive video for Fountains of Wayne's "Stacy's Mom" (2003). Oh, my. Supermodel Rachel Hunter as Stacy's mom (who's got it goin' on). Check it out on YouTube to see what I mean.
The popularity of MTV and the consternation caused ordinary working stiffs is part of the premise behind the hit 1985 Dire Straits tune "Money for Nothing." It begins with guest vocalist Sting plaintively wailing, "I want my MTV... " After lead singer Mark Knopfler's driving opening riff kicks in, Knopfler begins to sing:
"Now look at them yo-yo's, that's the way you do it
"You play the guitar on the MTV.
"That ain't workin', that's the way you do it
"Money for nothin' and chicks for free."
The innovative video featured ground-breaking early computer animation and won Video of the Year at the third annual VMAs in 1986.
What can we expect tonight live from The Forum in Inglewood, Calif.?
It's an impressive list of performers. They include Cyrus (hopefully fully clothed), Ed Sheeran, Lorde, Fifth Harmony, Thirty Seconds to Mars, The Weeknd, Kendrick Lamar and Shawn Mendes.
Pink (often stylized as P!INK) will be honored with the Michael Jackson Video Vanguard Award "for her trailblazing impact on music, pop culture, fashion and philanthropy."
For those of you who quit listening to the radio after Starland Vocal Band broke up, pop star Pink (born Alecia Beth Moore) is scheduled to perform her new single, "What About Us."
Past Video Vanguard winners include Madonna, Peter Gabriel, Britney Spears, Justin Timberlake, Rihanna, Guns N' Roses, Beyonce, Beastie Boys and Kanye West.
The show will be hosted by Katy Perry.
Going with the zeitgeist flow, MTV has changed the name of the Moonman trophy to the nonspecific Moon Person, and the Best Female and Best Male Video awards have been combined into Artist of the Year.
Lamar leads all nominees with eight. Perry and The Weeknd (real name Abel Makkonen Tesfaye) received the second most with five each.
• That's with a "B." In case you missed the memo, Apple Inc. plans to spend about $1 billion on original programming in the next year, according to The Wall Street Journal. The goal is to compete with Amazon and Netflix in the growing world of video streaming.
As ambitious as the Apple plan is, Bloomberg reports "it is significantly less than the outlays by Netflix and Amazon for original content. Netflix has said it will spend $6 billion on programming this year, and JPMorgan Chase & Co. analysts estimate Amazon's expense will run about $4.5 billion."
Will all that money create something worth watching? It remains to be seen.
The TV Column appears Sunday, Tuesday and Thursday. Email:
mstorey@arkansasonline.com
Style on 08/27/2017