The Launch of MTV

Summary

History Daily: The Launch of MTV – A Detailed Summary

Hosted by Lindsey Graham

---

Introduction: Mike Nesmith's Vision and Early Struggles ([00:00] - [10:41])

In the summer of 1977, musician Mike Nesmith, formerly of the 1960s band The Monkees, found himself on a rocky bluff in Los Angeles, filming a promotional video for his single "Rio." Despite his efforts to innovate within the music industry, Mike faced skepticism and mockery from his crew. As Lindsey Graham narrates, Mike's determination to create narrative-driven music videos despite setbacks laid the groundwork for a revolutionary idea in music promotion.

"Mike just pours himself a coffee and smiles. It's not the first time someone has mocked one of his ideas, but this time he'll be sure to have the last laugh." ([00:02])

Mike's persistence led him to believe in the potential of combining storytelling with music videos, aiming to propel "Rio" up the charts. Although the song didn't achieve the success he hoped for, Mike's innovative approach was a precursor to a transformative shift in the music and television industries.

The Pitch to Warner Records and the Birth of PopClips ([10:41] - [16:51])

By 1979, Mike had advanced his concept and presented it to John Lack, a Warner Records executive, in New York City. The meeting pivotal moment occurred when John watched Mike's "Rio" video alongside other British bands' videos, witnessing firsthand the engaging potential of music videos with narrative elements.

"John hardly says a word. He simply stares, transfixed at the screen and from time to time nods his head slightly." ([10:41])

Encouraged by John's interest, Mike proposed "PopClips," a show dedicated to showcasing artists through their music videos, introduced by video jockeys akin to radio DJs. Despite initial rejections from various networks, John's enthusiasm led him to greenlight PopClips for Warner's new children’s channel, Nickelodeon, where it began broadcasting in late 1980.

However, the content from UK and European artists sometimes clashed with American broadcasting standards, prompting concerns over mature themes in some videos. Nevertheless, John remained steadfast in his belief that music videos had a dedicated audience, setting the stage for further ambitions.

Collaboration with Bob Pittman and the Expansion to a 24-Hour Channel ([16:51] - [20:25])

As Warner executives grappled with refining the PopClips concept, John Lack envisioned a more expansive project: a 24-hour music video channel. To realize this ambitious plan, he recruited Bob Pittman, a budding prodigy in the music industry known for his innovative ideas.

"Bob is confident this is the way to go. And eventually John agrees." ([18:30])

Bob proposed a daring programming strategy: nonstop music videos every Saturday night, complemented by live concerts, films, and documentaries, while maintaining a flexible schedule otherwise. Although unconventional, this approach aimed to create an immersive music experience without the constraints of traditional programming slots.

The partnership culminated in the naming of the channel. After considering options like "TV1" and "Tvm," a Warner programmer suggested "MTV," short for Music Television. The name embodied the channel's mission, and with all elements in place, MTV was poised for launch.

MTV's Launch and Initial Challenges ([20:25] - [21:15])

On the brink of debuting MTV on August 1, 1981, excitement and anxiety filled the air. In a pivotal moment captured by Lindsey Graham, Bob Pittman watched nervously as the first music video, "Video Killed the Radio Star" by The Buggles, aired.

"The bar erupts into cheers as 'Video Killed the Radio Star' becomes the first music video to be played on the channel." ([20:45])

Despite a minor hiccup with the ordering of tapes during the live broadcast, the launch marked the beginning of a new era in music and television. Over the ensuing months, MTV gradually built a dedicated teenage audience, setting the foundation for its cultural impact.

MTV's Rise to Cultural Prominence and Legacy ([21:15] - End)

MTV's breakthrough came on March 1, 1982, with the iconic "I Want My MTV" campaign. Featuring megastars like Madonna, Mick Jagger, and David Bowie, the campaign catapulted MTV into national prominence, significantly influencing the music industry's promotional strategies.

"The I Want My MTV promo features some of the biggest names in pop, including Madonna, Mick Jagger and David Bowie." ([21:00])

Throughout the 1980s, MTV continued to shape American culture with groundbreaking music videos, including Michael Jackson's "Thriller" and Dire Straits' "Money for Nothing." Despite the eventual shift towards reality TV in later decades, the legacy of founders like John Lack and Bob Pittman endures, recognizing them as visionaries who revolutionized the music and television landscapes.

---

Conclusion

The launch of MTV on August 1, 1981, was a pivotal moment in entertainment history. Driven by Mike Nesmith's innovative spirit and fortified by the collaborative efforts of John Lack and Bob Pittman, MTV redefined how music was consumed and promoted. Its enduring influence highlights the transformative power of combining music with visual storytelling, forever changing the relationship between artists and their audiences.

Notable Quotes:

• "Mike just pours himself a coffee and smiles. It's not the first time someone has mocked one of his ideas, but this time he'll be sure to have the last laugh." — Lindsey Graham ([00:02])

• "John hardly says a word. He simply stares, transfixed at the screen and from time to time nods his head slightly." — Lindsey Graham ([10:41])

• "Bob is confident this is the way to go. And eventually John agrees." — Lindsey Graham ([18:30])

• "The bar erupts into cheers as 'Video Killed the Radio Star' becomes the first music video to be played on the channel." — Lindsey Graham ([20:45])

---

This summary encapsulates the key discussions, insights, and conclusions from the "The Launch of MTV" episode of History Daily, providing a comprehensive overview for those who haven't listened to the full podcast.

Transcript

[Lindsey Graham]

There are more ways than ever to listen to History Daily ad free. Listen with Wondry plus in the Wondery app as a member of Noiser plus at noiser.com or in Apple Podcasts. Or you can get all of History Daily plus other fantastic history [e-mail] it's the summer of 1977 on a beach in Los Angeles, California. 35 year old musician Mike Nesmith sits on a deck chair on a rocky bluff overlooking the Pacific Ocean. Sitting next to him are three beautiful women. They give Mike flirty looks as they sip cocktails, but it's all for show. Mike and the women aren't actually flirting, they're performing for the camera and film crew on the bluff. With them, Mike is making a promotional video to accompany his latest single, Rio. Since his heyday as a member of the 60s boy band amongst monkeys, he has struggled to find consistent success in his solo career. But that's not for lack of trying. Mike has experimented with all manner of different ways to promote his music. At one point he even released a tie in novel to accompany one of his albums. His latest venture is this music video, which he hopes will promote the newest release. But as Mike continues to mug for the camera behind him, a large beach umbrella collapses in the wind, ruining the take. The director calls for a pause in filming while the crew fix the problem. Waiting for the next take, Mike gets out of his deck chair and moves toward a craft services table stocked with food and drinks. As Mike picks through what's on offer, he hears two crew members snickering and making comments about this absurd project. They stop when they realize he can hear them and quickly scoot away to make themselves busy. Mike just pours himself a coffee and smiles. It's not the first time someone has mocked one of his ideas, but but this time he'll be sure to have the last laugh. Despite the doubts of others, Mike Nesmith is convinced there is a market for narrative driven videos within the music industry. He's put thousands of dollars of his own money into this project in the hope that it will propel Rio up the charts. The song won't do as well as he hoped, but this is just the beginning of a new way of enjoying music, and Mike's groundbreaking idea will eventually lead to the creation of the MTV, which will begin broadcasting on August 1, 1981. History Daily is sponsored by a Truby Lately you may have been hearing about a serious but rare heart condition called attr Cardiac Amyloidosis, or attrcm. Because symptoms can be Similar to other heart conditions, it may take time to be diagnosed, but learning more about ATTRCM and a treatment called a truby, also called acharamatis, could be important for you or a loved one. Atrubi is a prescription medicine used to treat adults with ATTRCM to reduce death and hospitalization due to heart issues. In one study, people taking a truby saw an impact on their health related quality of life and 50% fewer hospitalizations due to heart issues than people who didn't take a truby, giving you more chances to do what you love with who you love. Tell your doctor if you're pregnant, plan to become pregnant or are breastfeeding and about the medications you take. The most common side effects were mild and included diarrhea and abdominal pain. If you have attrcm, talk to your cardiologist about attruby or visit attruby.com that's att r u b-y.com to learn more.

[John Lack]

Why are there ridges on Reese's Peanut Butter Cups?

[Lindsey Graham]

Probably so they never slip from her hands. Could you imagine?

[John Lack]

I'd lose it.

[Lindsey Graham]

Luckily, Reese has thought about that. Wonder what else they think about?

[John Lack]

Probably chocolate and peanut butter.

[Lindsey Graham]

From Noiser and Airship I'm Lindsey Graham and this is history. Daily history is made every day on this podcast. Every day, we tell the true stories of the people and events that shaped our world. Today is August 1st, 1981, the launch of MTV. It's the summer of 1979 at Warner Records in New York City, two years after Mike Nesmith filmed the music video for his single Rio. Now 37 years old, Mike bounced into the office of Warner executive John Lack of. The two men shake hands and exchange small talk before Mike hands John a VHS tape. This is what the meeting is all about. A television and a tape player stand ready, and John does the honors. When he presses play, the TV screen springs to life with the music video Mike filmed on the beach two years ago. But when the song Rio ends, a second music video begins, this one by a British band. After that finishes, another music video plays. Then another, and another. Throughout this presentation, John hardly says a word. He simply stares, transfixed at the screen and from time to time nods his head slightly, as if telling himself something. Watching him from across the room, Mike smiles. This is exactly the reaction he wanted, because John seems to get it. Mike didn't make the first ever music video with Rio when he was with the Monkees back in the 1960s, bands would often appear on live TV shows like American Bandstand in the US or Top of the Pops in the UK. But the more popular some of these bands and singers became, the harder it was to fit in. TV appearances around their touring schedules. So many of the bigger acts would record themselves on soundstages, lip syncing to their latest singles instead. These would satisfy the appetite of audiences desperate to see their favorite stars perform. But there was no real art to the bulk of these videos. But with Rio, Mike Nesmith deliberately tried something different. He gave his video a narrative using images to complement the song and innovative editing to add color and excitement. When it was broadcast on television music shows, Rio immediately stood out. But now Mike is convinced he can take the genre even further. And that's why he's in New York. He wants to sell a program he's called PopClips. The idea is to showcase artists from around the world via their music videos. It's Mike's intention that these popclips will be introduced by video jockeys, the way disc jockeys play music on the radio. But despite Mike's confidence in his pitch, he's been turned down by every network he's met with so far. John Lack is a TV executive who likes a challenge. Though a rock and roll fan since he was a teenager, John is the perfect audience for Mike's idea. He agrees to buy pop clips on the spot and tells Mike he'll play it on his new children's channel, Nickelodeon. So now Mike has to create new episodes of the show to air every week. Mike gets to work sourcing new music videos. He finds most of the content he needs in the UK and Europe and the show begins broadcasting in late 1980. But tastes and standards differ on the other side of the Atlantic, and before long, Warner's executives become worried about what they see as adult oriented content in some music videos. Scantily clad dancers, heavy rock and drug references weren't exactly what Warner had in mind when it launched Nickelodeon. Still, executive John Lack is convinced that there is an audience for music videos in America. And he wants to take the popclips concept further. He meets with Mike to discuss the idea of a 24 hour channel devoted exclusively to music. Mike loves the idea and gets to work right away. But while both men support the idea, soon their visions start to differ. The disagreements begin with the question of who will anchor the new channel. John wants to use traditional DJs to introduce the music videos, establish voices the audience will know and trust. But Mike wants to be more experimental, pushing for new video jockeys and edgy stand up comedians. This and other creative differences between the pair eventually become insurmountable. It's increasingly obvious that Mike's artistic sensibilities just don't fit with John's commercial ambitions, so the two agree to part ways. John Lack finds himself on his own, and selling his idea of a 24 hour music video channel will prove more difficult than he imagined. Stagnating sales will mean that record company executives will be reluctant to invest in new ideas and but it will turn out that this new idea will save them all. History Daily is sponsored by Indeed. We've all done it. Try to take in all the grocery bags in one trip, but what happens when you can't manage it? A bruised banana? Some squished bread? It's often at the worst moment when you find out you need an extra pair of hands. And if you're running a business, the stakes are higher than, well, dropping stakes on the ground. When it comes to hiring fast, Indeed is all you need Stop struggling to get your job posts seen on other job sites with Indeed sponsors sponsored jobs. Your post jumps to the top of the page so you can reach the people you want faster, and it makes a huge difference. According to Indeed data, sponsored jobs posted directly on indeed have 45% more applications than non sponsored jobs. There's no need to wait any longer. Speed up your hiring right now with Indeed and History Daily. Listeners will get a $75 sponsored job credit. To get your jobs more visibility at indeed.comonthisday. just go to indeed.comonthisday that's indeed.comonthisday Terms and conditions apply. If you're hir Sharing Indeed is all you need.

[Bob Pittman]

Everyone knows that feeling. Wanting to experience more stories but struggling to find the time. That's where Audible changes everything. With over a million audiobooks and Audible originals, there's a story waiting to spark anyone's imagination. Take the Paris Apartment by Lucy Foley, the gripping psychological thriller that's keeping listeners on the edge of their seats. Imagine unraveling its mysteries during your morning commute, or losing yourself in its twists and turns while doing household chores. That's the magic of Audible. It transforms daily routines into opportunities for thrilling discoveries. The best part? Members get access to thousands of included titles with new content added regularly. From best sellers to hidden gems, every genre imaginable is at their fingertips. And with one easy to use app, switching between favorites or discovering new passions has never been simpler. There's more to imagine when you listen. Start a free 30 day Audible trial and get your first audiobook free at audible.com wondery that's audible.com wondery It's January.

[Lindsey Graham]

1981 at Rockefeller Plaza in New York City, a year after John Lack and Mike Nesmith parted ways. Today, 35 year old John Lack stands at the head of a large boardroom, VHS tape in hand. It's a reversal of the position Mike Nesmith was in two years ago. But John isn't pitching a single television show. He wants to create an entire network devoted to music videos. In front of him are the two men he needs to convince. One is Steve Ross, the head of Warner. The other is Jim Robinson, the CEO of American Express. A recent merger between the two companies means John needs both men to say yes to this proposal. And while John has already spoken to Warner and is confident they'll see the benefit in his idea, he's less sure about the response from a banking and credit card company. John puts his carefully curated VHS into the machine and presses play one after another. A variety of music acts fill the screen. Cher, Dire Straits, even Mike Nesmith's Rio gets an airing. But despite all the artistry on screen, the response in the room is muted. Neither of the two CEOs seem to react as the tape continues playing. This leaves John nervous. He desperately wants this to be a yes. The past six months have been difficult ones for the entire music industry. The disco boom has gone bust and record companies have seen a fall in sales for the first time in years. Music shows on TV are also dropping in the ratings. And while PopClips has been a modest hit for John and the Warner owned Nickelodeon, its home on a children's channel means it has missed the most desirable audience of teenagers. John is certain that his new music channel can better target this, his key demographic, and in turn help Warner sell more records. But he still has to convince his bosses to agree. When his taped presentation ends, John launches into his pitch. Knowing there's a banker across the table from him, he focuses on the dollars and cents. He reassures them that Warner and American Express wouldn't have to spend a lot to create the content for this new channel. Because in much the same way radio stations don't produce the songs they play on the air, record labels will provide these music videos for free to promote their artists. As an added benefit, John knows Warner Communications has a spare satellite transponder currently not being used. This means his music channel could be launched at a low cost using already existing technology and resources. It's a strong pitch, but John doesn't know what to expect. He braces for the worst. But to his surprise, it's Jim Robinson from American Express who throws his weight behind the idea first. Still, Warner's Steve Ross is not saying much, which seems like a bad sign. Without his approval, they won't be able to go ahead. John feels himself begin to deflate. But then Steve tells him what happened. After their first conversation about this idea a few days ago, Steve admits that at first he was skeptical until he mentioned John's pitch to his teenage daughter. She said he'd be mad to pass on it, that this new channel would be the hottest thing that ever happened to tv. So now, thanks to a little help from Steve's daughter, John has the green light he needs from both of his bosses. But the approval comes with caveats. First, John must launch his network within the next six months. Satellite channels are booming. There's already specialist networks for news, sports and movies. If music television is as great an idea as John says it is, it will soon have competitors. So the faster they reach market, the better. And besides, Warner watched that spare transponder to start paying for itself as soon as possible. It's a tough ask, but John won't be alone. He enlists 27 year old Bob Pittman to join his team. Seen by many as a prodigy in the music industry, Bob is full of ideas of how to make John's idea a success. Bob knows that rock and roll is built on doing things differently. So he tells John that instead of regular programming in hour and half hour slots like most channels, they should lean into the idea of non stop music videos every Saturday night. They could have a concert, film or documentary. But the rest of the schedule will be schedule free. All music, all the time. It's a daring gambit. Without must see shows to draw eyes at specific times of the day, this new channel might struggle to attract an audience. But Bob is confident this is the way to go. And eventually John agrees. The final thing John and Bob need though is a name for their new channel. TV1 is suggested but quickly thrown out as being too generic. Tvm, where the M stands for music, is a strong candidate until a young programmer at Warner offers an alternative MTV Music Television. The name is perfect and everything else is in place. In the summer of 1981, MTV will go live and music and television will never be the same again.

[John Lack]

Basketball game crushed it and the day's just getting started Kicking it with my crew When I need a quick snack Gogo squeeze active fruit blend with electrolytes Pouches are always in the starting lineup made with real fruit and select electrolytes and mmm, so tasty. From workouts to hangouts to whatever's next, I go with Gogo. Squeeze Active. Snag yours on your next store run. Available on Amazon.

[Narrator]

How hard is it to kill a planet? Maybe all it takes is a little drilling, some mining, and a whole lot of carbon pumped into the atmosphere. When you see what's left, it starts to look like a crime scene.

[Lindsey Graham]

Are we really safe? Is our water safe? You destroyed our tap.

[Narrator]

And crimes like that, they don't just happen.

[Lindsey Graham]

We call things accidents. There is no accident. This was 100% preventable.

[Narrator]

They're the result of choices by people. Ruthless oil tycoons, corrupt politicians, even organized crime. These are the stories we need to be telling about our changing times planet. Stories of scams, murders and coverups that are about us and the things we're doing to either protect the Earth or destroy it. Follow Lawless Planet on the Wonry app or wherever you get your podcasts. You can listen to new episodes of Lawless Planet early and ad free right now by joining Wondry plus in the Wonry app, Apple Podcasts, or Spot.

[Lindsey Graham]

Foreign it's Approaching midnight on August 1, 1981, in Fort Lee, New Jersey, less than a year after John Lack got approval for his pioneering music channel. In a bar named the Loft, TV executive Bob Pittman orders another drink to calm his nerves. Tonight is MTV's big debut, and Bob has devoted the last six months of his life to this bold new idea. Now it's the moment of truth. Bob and his colleagues have found one of the few places in the area that can receive mtv, and as the clock ticks closer to midnight, Bob's pulse races. Suddenly, the TV set flickers to life. The familiar voice of John Lack booms out, saying, ladies and gentlemen, rock and roll. Over an image of a rocket taking off in footage of Neil Armstrong planting a flag on the moon. But instead of the stars and stripes on the flag are the letters mtv. The bar erupts into cheers as Video Killed the Radio Star by the Buggles becomes the first music video to be played on the channel. All around, producers and editors congratulate each other on the channel's launch. But Bob keeps his eyes fixed on the screen as his new hosts introduce themselves to viewers. And as they explain who they are, Bob spots a problem. The tapes are airing in the wrong order. The hosts are talking about the wrong songs. After all Bob's hard work. This is frustrating, but the mistake doesn't have a huge impact. After all, only a few thousand people are watching the launch. It will take more than one night to prove whether MTV will be a hit or a failure. And despite its rocky beginning, over the next few months, the channel will steadily grow a small but devoted audience, especially among teenagers. Then, on March 1, 1982, a new ad campaign for the channel changes everything. The I Want My MTV promo features some of the biggest names in pop, including Madonna, Mick Jagger and David Bowie. Their combined star power rockets MTV into the national consciousness. And for the music industry, the video suddenly becomes the most important promotional tool at its disposal. For the rest of the 1980s, MTV continues to shape the cultural conversation in America, with groundbreaking hits like Michael Jackson's Thriller and Dire Straits, Money for Nothing debuting on the network. And over the decades that follow, the rise of the Internet and the fragmentation of the media landscape will see MTV move away from music videos to focus on reality TV shows. By then, John Lack and Bob Pittman will be long gone, having left the channel they created to form their own media companies. But their legacies will remain as the men who brought music videos to the masses and changed an industry forever when they launched MTV on August 1, 1981. Next on History Daily August 4, 1944. After two years in hiding, Anne Frank and her family are discovered by the Gestapo from Noiser and Airship. This is History Daily. Hosted, edited and executive produced by me, Lindsey Graham Audio editing by Mohamed Shazi Sound design by Matthew Filler Music by Thrum. This episode is written and researched by Owen Paul Nichols. Edited by Joel Cowan Managing producer Emily Burke Executive producers are William Simpson for Airship and Pascal Hughes for Noiser.

[Chico Felitti]

Everyone has that friend who seems kind of perfect for Paddy. That friend was Desiree. Until one day I texted her and.

[Lindsey Graham]

She was not getting the text. So I went to Instagram. She has no Instagram anymore.

[Bob Pittman]

And Facebook.

[Lindsey Graham]

No Facebook anymore.

[Chico Felitti]

Desiree was gone. And there was one person who knew the answer.

[Lindsey Graham]

I am a spiritual person, a magical person, a witch.

[Chico Felitti]

A gorgeous Brazilian influencer called Kat Torres, but who was hiding a secret from wandering. Based on my smash hit podcast from Brazil comes a new series, Don't Cross Cat, about a search that led me to a mystery in a Texas suburb.

[Lindsey Graham]

I'm calling to check on the two missing Brazilian girls.

[Narrator]

Maybe get some undercover crew there.

[Lindsey Graham]

The family are freaking out. They are lost.

[Chico Felitti]

I'm Chico Felitti. You can listen to Don't Cross Cat on the Wondery app or wherever you get your podcasts.