I met the guy who is the producer for MTV's "AMP", which is their new
idm version of 120 Minutes. He was very proud of what he does. He's
proud of the fact that he gets to play videos to the kids in podunk usa
which they've never ever seen before. The videos are almost all really
really good, and even better, the folks at MTV do a DJ mix and a *video*
mix of the stuff (using video transition effects and stuff) into a
continuous play (17 minutes before the first ad). I know it's scary to
see it on MTV, but it does look really good. And if you consider the
evangelical nature of sharing your musical pleasures, it's not so bad.
We should not be afraid of co-option by MTV. Just move on to something
they don't yet know about.
One thing we must remember is that stuff like Chem Bros, FSOL, Prodigy -
they are all top-40 bands in England and Europe. They are the Mariah
Careys of London. I think Underworld's Born Slippy made them the Celine
Dion of 1997 in England. Their videos are produced at huge expense for
MTV Europe, and they are promoted relentlessly there. It's by no means
obscure or esoteric.
-Chris Fahey
quoted 24 lines -----Original Message----->-----Original Message-----
>From: Christopher William Niemitz [SMTP:niemitz@cats.ucsc.edu]
>Sent: Tuesday, January 14, 1997 1:04 AM
>To: afo
>Cc: idm@hyperreal.com
>Subject: Re: (idm) aphex in rolling stones
>
>On Mon, 13 Jan 1997, afo wrote:
>
>> i feel somewhat discontent thinking that electronica (idm, techno etc.)
>> may be the next "grunge" of america...once (IF) electronica surfaces to
>
>it seems to be true. when i went to visit mum for the holidays
>(i don't have a tv, so i watch lots when i visit for
>the holidays, since there's also not much else to do)
>i saw "firestarter" by the progidy & "setting sun"
>by the chem. bros. more times than any other video
>in rotation on MTV (that is when they actually get around
>to playing videos...). I mentioned this to someone, who
>told me MTV is changing its format for '97 & going to
>play more electronica (apparently grunge has died, rap
>is on its last legs & "alternative" isn't anymore...)
>
>