“Does anyone under 25 play an instrument anymore?” grumbled one veteran producer in response to the recent MTV Video Music Awards show. “They need to take the M out of these awards.”
Audiences had an even harsher verdict on the MTV event. Ratings were down a whopping 34% over the previous year — and 2015 ratings had shown a comparable decline versus 2014. In an industry that agonizes over shifts of a fraction of a percent, this kind of free-fall is unprecedented. The music business brought out its biggest guns for the MTV event — Beyoncé, Kanye, Rihanna, and Britney, among other one-name phenoms — and the show was broadcast on 11 different networks, including VH1, BET, CMT, and Spike. Even Comedy Central gave the event wall-to-wall coverage. But I don’t think anyone is laughing now.
More… “Does the Music Business Need Musicianship?”