African artistes such as Burna Boy, Tiwa Savage and Master KG have been featured and celebrated on MTV's global platform.
MTV is the Peter Pan of television. A tireless force in pop culture since August 1981, the channel shows no signs of slowing down in middle age; instead, it continues to move forward and adapt to keep up with cultural and social advances.
MTV has always been a brand that is unafraid to push the boundaries and its evolution over the decades is testament to its enduring influence. Mondo Twala, MTV brand head in South Africa, said MTV has shaped and been shaped by youth culture both globally and locally.
“MTV has been shaping and leaving its mark on youth culture since its launch in 1981,” said Twala. The channel has revolutionized the way audiences connect with music and pop culture by always pioneering new formats and giving young people a voice. This courage to innovate is at the heart of MTV's success and has made it a brand synonymous with boldness and creativity, he said.
MTV left an indelible mark on pop culture
MTV's history contains significant milestones that have left an indelible mark on music, fashion and pop culture.
From iconic and ahead of its time characters like 80s artificial intelligence bot head Max Headroom, Real World, MTV Unpluggedand Pimp My Ride They were pioneers in their respective genres and influenced society and television consumption trends.
“Our reality shows have had a lasting impact on our brand identity,” says Twala. These shows didn't just entertain, they set trends and shaped the viewing habits of millions. The channel was the first to experiment with reality TV as we know it today.
The channel began as a platform to play music videos when the medium was still in its infancy. “MTV evolved from shows showcasing music talent and music videos to lifestyle reality shows, initially focusing on celebrities and then on regular people who reflected their audience,” explains Twala. This shift from shows focused purely on music to a broader lifestyle approach has ensured MTV remains relevant and appealing across generations.
In Africa, MTV has played a key role in showcasing local talent on the global stage: “We've given local talent a pan-African platform through our VJ (video jock) scouting and launched local reality shows like: Lasizwe, Inside lifeand Have Faith” Twala pointed out.
From Madonna to modern hits, the music remains top-notch.
Despite the growing diversity of its programming, music remains at the heart of MTV. The channel has played a key role in launching the careers of many artists, both locally and internationally. Take a look back at icons of the 80s, from Madonna, Michael Jackson, Prince and later Britney Spears, to today.
“Through MTV Push, we debut the biggest artists in international markets and celebrate global stars with dedicated music features and MTV Unplugged,” said Twala.
With African artists such as Burna Boy, Tiwa Savage and Master KG being showcased and celebrated on MTV's global platform, the channel is a powerful voice in promoting diverse musical talent.
MTV has also sparked social and cultural conversations through its programming: from premiering Madonna's controversial music videos to today's MTV Staying Alive Foundation, the channel has used entertainment to affect social change.
“The MTV Staying Alive Foundation creates content that: MTV Suga,“This long-running drama series and multimedia campaign will educate young people on sexual and reproductive health and other social issues,” Twala said.
“MTV is a cultural instigator,” says Twala. “It starts on television and spreads seamlessly and unparalleled across online, mobile and social platforms.” The channel's influence on popular culture has grown alongside technology: MTV has evolved from a linear broadcast channel into a multimedia social network with its own tentacles.
Leading the way by localizing global franchises
Twala said MTV will continue to leverage its global formats and franchises to engage audiences, as the channel aims not only to stay relevant but to be at the forefront.
“We recently localized our Love & Hip Hop franchise, which was extremely well received by local audiences, and we plan to adopt many more franchises and formats for local audiences,” Twala said. “MTV is wherever our audience is and connects with young people globally across all platforms like no other station.”
“Content and creativity are at the core of the MTV brand,” Twala added. “Our strategy is to continue our multi-territory, multi-platform approach to engaging with young people.”
NOW READ: “My Father Was a Murderer” – 'Love & Hip Hop SA' Star J. Morey
