The launch of MTV in 1981 transformed the music landscape by continuously airing music videos, significantly influencing artist marketing. The channel played a crucial role in the careers of iconic artists such as Michael Jackson and Madonna, who became closely associated with their music videos. However, the recent announcement by MTV’s parent company, Paramount, indicates that five of its UK music channels—MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live—will cease broadcasting after December 31. The flagship MTV channel, which features reality shows, will continue to operate.
This development raises questions about the current relevance of music videos in the industry. Some industry figures suggest that MTV has not been a significant player in recent years. Independent artist Hannah Diamond remarked that platforms like YouTube have become more prominent for video releases, indicating that the music video may have lost some of its earlier appeal.
Jennifer Byrne, head of development at Academy Films, noted a shift in how record labels allocate budgets, emphasizing that they often prefer to invest in a variety of media outputs rather than traditional music videos. In response, directors like Iris Luz reported shrinking budgets for music videos, even for straightforward concepts. Additionally, Luz pointed out that the approach to videos has evolved; they are now more focused on relatability and branding rather than solely serving as promotional tools.
Despite these changes, Byrne indicated that music videos still possess the potential to enhance a director’s portfolio and foster creativity. While both Luz and Byrne acknowledged the evolving landscape of music promotion, they suggest that music videos will continue to be a vital aspect of artistic expression. Recent reports also suggest that Paramount is exploring ways to revitalize the MTV brand, leaving the future of music videos open to speculation.
Source: https://www.theguardian.com/music/2025/oct/18/no-one-makes-money-from-them-with-mtv-channels-switching-off-is-the-music-video-under-threat