Does anyone actually give a shit about what MTV has to say about music anymore? Didn't the network abandon that whole "music" portion of its brand not too long ago? The outlet is banking on somebody giving a shit, because it's just partnered with Sony's "Extreme Music" library to help market and promote unsigned artists with a new project they're calling HYPE. If this all sounds remarkably 1990s to you, don't worry, it does to us, too.
To wit: MTV wants to champion emerging artists by featuring them on their crappy shows. If that doesn't work, the network is going to utilize the Extreme relationship in hopes TV shows, commercials and other places will help pick up artists. It all sounds very, uh, "extreme."
HYPE's model is very extreme too -- the hope is to utilize what it calls a hybrid of promotion bringing unsigned bands to television, which, as we've seen time and again, sells records better than any promotion ever could. The end goal is to get unsigned artists signed to major label contracts and take fifty percent of the cut. Ouch.
It seems a bit odd to us that MTV is now pushing music through its shows, which assumes that fans of Jersey Shore would actually be interested in buying into some of this extreme music. There's a whole slew of bands slated for 2011 appearances, but none of them caught our ears in any way.
Worse still is the fact Extreme Music is a reservoir of bullshit. Visiting the website will only cause your ears and eyes to bleed profusely, as you look at tabs like, "Nu Releases," "Newz," and "Extreme Picks." There's no word on how unsigned artists can submit their own music, if that's even a possibility. The discovery may just be reliant on the Extreme people dicking around on Google for an afternoon. Like we said, it's all very 1990s, even though it's under the heading of being progressive.
It's nice that there is someone out there looking into helping unsigned bands option out its songs, but at the same time, this isn't the way to do it. We're not marketing aficionados, but we bet you'd get more attention if you just remixed one of your tracks over a montage scene from House and called it a day.
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