Reference: Seattle Times
I read this and had to look at the calendar: Had we gone back in time?
Has MTV finally become the epitome of dumbness?
Didn’t the channel try this same International Buffet with MTV Chi and MTV Desi, one totally mis-managed by some hair-brained Chinese girl outta New York?
And what happened to both these channels – one aimed at the Overseas Indian market and the other the Overseas Chinese market?
Nada, nothing, zilch, squat.
They shut shop in less than a year.
Reference: Mutiny Blog
Now, comes MTV Iggy and which plans an International Buffet of music and artists from Bollywood, Brazil, Pakistan, Korea, Japan, no doubt China etc.
It sounds and will look like being the dog’s breakfast.
Reference: LA Times Blog
MTV Iggy will make Nat Geo’s well-hidden world music channel look and sound positively cutting edge.
I know: WHAT Nat Geo WORLD music channel????
What Nat Geo Music label????
Ask a bloke named David Beale in NYC: He started these initiatives and with them they stay.
Hidden.
The problem is that, sadly, music DOES have barriers.
In Asia, Channel [V] started something called AMP to promote “Asian” talent.
It did not work as it only attracted music from bands from the Philippines, Indonesia and Malaysia.
And Filipino music fans thought the Malaysian bands sucked and vice versa – and no one knew Bahasa from Tagalog – meaning language problems never gave this music a larger audience.
Even in Europe, excellent bands from Denmark – and even singing in English – will never be accepted by many of their neighbours.
It’s all so musically parochial.
Hell, in Australia, a band from Western Australia will find it hard to get any airplay in Melbourne or Sydney.
With MTV Iggy, the channel hopes to be Ebony and Ivory and living in perfect harmony?
Or curry, cheese, herring, gravlax and noodles?
It will NEVER work on any “grand scale”.
It will be “niche” and only create heavy indigestion.
And then it will be shut down.
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