MTV. Not Just For Hormone Fueled Reality TV Anymore | Solid State

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Tuesday, October 30, 2007

MTV. Not Just For Hormone Fueled Reality TV Anymore

Posted By on Tue, Oct 30, 2007 at 11:43 AM

Good morning-ish, Solid State. As promised, here's a post about music! I know, I know. I'm as shocked as you are. Anyway, this particular cyberspace brain-dribbling is from Seven Days very own Office Manager and all-around swell gal, Bridget Burns. And it's a good one, so perk up, dammit!

Take it away Bridget . . .

Has anyone else noticed MTV’s recent tactic for promoting new music?

Oh, no one here watches MTV? Everyone is much too hip to be bothered with back-to-back episodes of The Hills? You’ve got to be kidding me. There’s no way you’re so hip you can go a full day without knowing at least one more possible culprit of a sex tape rumor. I got that shit on my Netflix.

In any case, it seems everyone’s favorite youth marketing brigade has decided on a new musical assault tactic in which they adopt one band at a time for intense over-promotion. They call it their “Artist of the Week.” I call it . . . awful.

The first “Artist of the Week” I noticed was Paramore, the devout-Christian power pop foursome that adopted a camping theme for their week in the spotlight. During each commercial break, there they were, singing around a campfire, searching for a beach, playing boomerang with drumsticks or talking to a fake bear. The featurettes were supposed to pique my interest in the band, but they pretty much just made me do this:

“Wait… what?”

Since noticing “Artist of the Week,” I’ve witnessed the same weird mix of live performances, music videos and bizarre skits by several other bands, including two of my personal favorites, Rilo Kiley  and Tegan and Sara.

And that’s when it started to bum me out.

Now don’t get me wrong, I’m all for bands finally getting the recognition they deserve. I’ve never been the type of fan to let go of a band as soon as a major label picks them up.

But there’s something depressing about a band making it big because of guerilla marketing tactics. “Artist of the Week” basically slams a band down your throat with such repetition that you wake up humming its songs and buy the CD with a glaze of Kool-Aid on your eyes. Sort of in the vein of Burlington’s own “Buzz Cut.”

And why should a listener buy the new Tegan and Sara CD just because they saw some skit of the duo driving through seagulls in a Toronto parking lot? I mean, shouldn’t the fact that they are lesbian Canadian twins be enough?!

Good thing there’s been good post-season baseball to distract me to another channel.

Oh, SNAP! You guys totally thought you were going to read an entire music blog entry without mention of the Sox! Yeah, right. Like I could possibly utter more than two sentences to anyone without gushing about how Jacoby Ellsbury is so totally my new husband.

Wow, I’m not even bummed about MTV anymore. Jacoby, baby, you do the trick every time.

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About The Author

Dan Bolles

Dan Bolles

Bio:
Dan Bolles is Seven Days' assistant arts editor and also edits What's Good, the annual city guide to Burlington. He has received numerous state, regional and national awards for his coverage of the arts, music, sports and culture. He loves dogs, dark beer and the Boston Red Sox... more

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