AND MTV IMPOSED THE MUSIC TO SEE

The Buggles, a British band of new wave and synth pop, happened with little glory in its brief existence in the world of the music. Today it can be seen only in private events, usually in nostalgic meetings that want to relive that peculiar sound of the late 70's and early 80's. Geoff Downes, Trevor Horn and Bruce Woolley joined their talents and in one Span of four years of activity they were able to edit two albums: The Age of Plastic (1979) and Adventures In Modern Recording (1981).

From his first full length there are the best memories. He managed to place three singles in the top 50 of the UK, including the song that gives them a place in the recording business. But more than the theme itself, the video of it is what inserts The Buggles in a before and after international show business. It puts them in a historical moment that has had an unprecedented revolution until today.

It can not be a coincidence that the first audiovisual piece transmitted by the new channel MTV Music Television, on August 1, 1981, is one that speaks of a radio star who died for the videos. "Video killed the radio star" marked a milestone in "consuming music", and was the most successful composition of The Buggles, with the first place on the British billboard.

By that time groups like Queen were not only known for their indisputable musical quality, but also for the elaboration of their videos, a promotional format that had consolidated in the decade of the 70, but that depended on the programmers of the channels of varieties To be transmitted at some point in the day or week.

MTV changed that scenario, but it was not easy to gain its space in the audience, although gradually thematic channels became habitual in the programming grid of the pay TV companies or by subscription. Something like that sort of bullying that Ted Turner had previously experienced when he unveiled CNN, pure news, and few believe in it.

But success came relatively quickly. It is estimated that in less than five years and Music Television was a pattern that infected artists and labels in the United States and much of the world. However, the new reality meant a controversial dilemma when visual aesthetics began to obscure quality in some cases. The calculation focused more on having a good stuck with the promotional video than with an indisputable talent of the artists. Big frauds like the duet Milli Vanilli in the late 80's are a sample.

The beginnings were also complicated by another reason: the lack of raw material. MTV intended to create the universe of the video on a planet where it was a delicacy or an exotic element in the repertoire of possibilities of singers and bands. The task was ingenious and almost artisanal, taking scenes of concerts or other pieces to fill the 24 hours of content. Even so, the niche was made and started the countdown so that a new industry flourished along with recording studios: music to be seen.

Just three years after her first video was born, the MTV Video Music Awards (VMA) were born in 1984 as a superstar to Madonna, who does an unforgettable performance with sensual movements on the stage floor while performing "Like a Virgin". The success was unstoppable and an exponential growth scale was coming with a media monster that would penetrate with voracity in several latitudes.

Currently MTV is a billionaire conglomerate owned by Viacom which includes Nickelodeon, VH1, MTV Jams, MTV Hits, VH1 Soul and VH1 Classic. It is estimated that in the US alone, its subscribers touch 80 million and in five continents that number smiles at the 400 million souls connected to this famous musical screen.

For 36 years on August 1, 1981, the chain can afford to say, despite any logical questioning or criticism, that myths like Michael Jackson and luminaries like Britney Spears, Lady Gaga, Eminem or Justin Timberlake received a meteoric boost In their careers to be seen by these homes.

By: Juan Ernesto Páez-Pumar