It was recently announced that MTV, VH1, and CMT are going back to showing music videos for a “Music Independence Day” special on the Fourth of July.
The first week of July is normally the least-watched TV week every year, so MTV could boost ratings simply by providing a soundtrack for parties and celebrations. The move is enough to remind old-timers of the days when “music television” actually played music videos, though this time, MTV is aiming to also promote its ‘Artist Platform’ for engaging and discovering artists.
Overall, this is being billed as a big, nostalgic nod to musicians, established and emerging. “We have a history of introducing new artists, celebrating our audiences favorite established superstars and providing a forum for all to reveal their influences and the stories behind their music,” explained Van Toffler, President of Viacom Music Group. “So we’re going to celebrate the music, let musicians get heard, promoted, and loved. That ain’t all bad.”