Friday, September 01, 2006
MTV Awards: One Snoozer of a show
By Nekesa Mumbi MoodyAssociated Press
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NEW YORK (AP) -- Where are Eminem and Triumph the Insult Comic Dog when you need them?
Despite Shakira's ever-gyrating hips, Justin Timberlake's "SexyBack" and the obscured image of a naked midget, Thursday night's MTV Video Music Awards had about as much spontaneity as an episode of "Cribs."
"You didn't bring the thunder. You didn't bring anything," host Jack Black, looking at himself in his dressing room mirror, said during one skit, unintentionally summing up the evening.
James Blunt and Gnarls Barkley each took home two awards. Pink's parody of bubble-headed pop tarts, "Stupid Girls," won for best pop video, Beyonce took home the best R&B video trophy for her booty-shaking "Check On It," and Fall Out Boy won the viewer's choice award for "Dance, Dance." (Watch Beyonce, Paris and other stars arriving for the big show -- 2:25)
But nobody except a video choreographer's mother watches this show for the awards. Fans watch for the FCC-flaunting skits, nearly naked starlets, foul-mouthed speeches and those embarrassingly bad dance numbers.
They do NOT watch for lectures from former Vice President Al Gore on global warming. When does the phrase "here's a photo of a glacier melting" ever fit into an awards show?
...
Adjust font size:
NEW YORK (AP) -- Where are Eminem and Triumph the Insult Comic Dog when you need them?
Despite Shakira's ever-gyrating hips, Justin Timberlake's "SexyBack" and the obscured image of a naked midget, Thursday night's MTV Video Music Awards had about as much spontaneity as an episode of "Cribs."
"You didn't bring the thunder. You didn't bring anything," host Jack Black, looking at himself in his dressing room mirror, said during one skit, unintentionally summing up the evening.
James Blunt and Gnarls Barkley each took home two awards. Pink's parody of bubble-headed pop tarts, "Stupid Girls," won for best pop video, Beyonce took home the best R&B video trophy for her booty-shaking "Check On It," and Fall Out Boy won the viewer's choice award for "Dance, Dance." (Watch Beyonce, Paris and other stars arriving for the big show -- 2:25)
But nobody except a video choreographer's mother watches this show for the awards. Fans watch for the FCC-flaunting skits, nearly naked starlets, foul-mouthed speeches and those embarrassingly bad dance numbers.
They do NOT watch for lectures from former Vice President Al Gore on global warming. When does the phrase "here's a photo of a glacier melting" ever fit into an awards show?
...
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What is interesting about this article is the change in nature of MTV. It was once cutting-edge television that push the boundaries of the industry in new and unexpected ways (musically). Now MTV has become more political (and not so interesting) to the very group that revels in non-comformity (youth). So is the saying true ... youth is wasted on the young (if MTV is the mirror non-conformity for this group)?
MTV's actions are a very good example of what we will be talking about on Thursday when we discuss corporate social responsibility (CSR).
What do you think MTV's notivation is for taking these kinds of CSR? What is the imperative operating here?
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What do you think MTV's notivation is for taking these kinds of CSR? What is the imperative operating here?
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