News Column

MTV, VH1 and CMT to celebrate July 4th with music videos

June 12, 2013


June 12--MTV, VH1 and CMT are looking to celebrate America's independence the old-fashioned way. Not with burgers and hot dogs and fireworks, but by playing music videos on their channels in what they're calling "Music Independence Day."

The plan is that all three networks will play music videos on July 4th from 6 a.m. to 6 p.m. EDT/PDT. What makes this plan even more intriguing is that they're branching out from just the standard Top 20 playlists or classic hits.

While there will be big names and classic moments from music history spotlighted, they're also looking to play music from new and emerging artists, culled from music submitted to the music networks' new online music discovery site called the Artists' Platform. The website welcomes submissions from anyone willing to put their music on the site. Artists can also opt to claim the pages created for them and have their music added to the mix of songs that will potentially be played on one of the channels that day.

So in other words, it's entirely possible that Daft Punk will have a video played right after one of your Uncle Frank's band. (Assuming Uncle Frank's band is really good and had a really, really nice music video made). Emerging and indie acts will be played along with the superstars.

Although MTV rocketed to fame on the back of the music video art form, it has largely abandoned the playing of videos in favor of unscripted programs such as "Jersey Shore" and scripted programming such as "Teen Wolf." Videos are also largely absent from VH1; however, CMT still features many music videos in its programming lineup.

Each of the networks will handle the day a little differently, with MTV playing videos straight through, while VH1 will have a live concert from Philadelphia, the "Philly 4th of July Jam" hosted by Jim Shearer and featuring live performances from the Roots, John Mayer, Jill Scott and Demi Lovato. Meanwhile, CMT will play an "ultimate BBQ playlist" of new and established country acts.

VH1 also plans to premiere its new series "Stop/Watch," which will ask bands and solo artists to perform an entire song in 60 seconds flat.


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