I Want My MTV to be Less Racist

Did MTV forever change how we consume music? Was MTV responsible for positive social change? Was there a racism problem that needed to be addressed? Yes.

The Good

August 1st of 1981 a new television station would air on cable television. MTV entered pop culture playing “Video Killed the Radio Star” by synth New Wave group, The Buggles.

The world now had a 24 hour music video station changing the world.

By the mid 1980’s MTV broke racial and gender barriers in the music industry. Teenagers across the world of all backgrounds were being exposed to artists of all backgrounds and genres.

But it was not just music that was changed in popular culture. Fashion, art, politics, and advertising were affected. Miami Vice showcased how MTV could change the small and the big screen in how it incorporates music as did Brat pack movies. Boundaries were pushed and societal norms were challenged.

We even saw MTV as a powerhouse in coordinating with other groups in music and fashion to raise money for famine relief, AIDS research, and MS.

But despite being in color and in stereo, MTV had a black and white problem. Black artists were being shut out by a white industry that would not exist without black entertainers.

In a 2022 LitHub story, we learned a footnote in the history of MTV being challenged on racism. R&B star Rick James challenged MTV on their seeming refusal to play black artists.

He was sent to a Billboard Music Video Conference as an ambassador for black artists. He was supposed to demurely ask the executives polite and contrite questions about MTV’s intent to feature more black artists.

Rick was given his script and the rules. He started off on script, but then got more impassioned and accused MTV executives of being racist in their policies and playlists. This set off a fire storm and retaliation.

In the article it is reported that Gail Sparrow, then MTV’s VP in Talent and Acquisition, told Rick’s people that if he did not stand down, his music would never be considered for play on MTV.

More challenges would follow after Rick James’ first salvo.

In 1983 MTV would air a very uncomfortable interview between music legend David Bowie and MTV VJ Mark Goodman.

Bowie, who had multiple songs already in rotation on MTV, decided to turn the interview around.

“It occurred to me having watched MTV over the last few months that it’s a solid enterprise. It’s got a lot going for it. I’m just floored by the fact that there’s so few black artists featured on it. Why is that?”

From there, the following is the entire transcript of the segment.

Goodman: I think we’re trying to move in that direction. We want to play artists that seem to be doing music that fits into what we want to play for MTV. The company is thinking in terms of narrow-casting.

Bowie: That’s evident. It’s evident in the fact that the only few black artists that one does see are on about 2:30 in the morning to around 6. Very few are featured predominantly during the day.

Goodman: No, that’s a …

Bowie: I’ll say that over the last couple of weeks, these things have been changing, but it’s a slow process.

Goodman: It’s funny, I think people have different perceptions. When you wind up watching — let’s say you watch an hour or two or even three a day, people somehow come away with different ideas about what we are doing. We don’t have any kind of day-parting for anything, let alone for black artists, day-parted out of what would be “prime time.” We don’t have that.

Bowie: Because one sees a lot on — there’s one black station on television that I keep picking up. I’m not sure which station it’s on. But there seem to be a lot of black artists making very good videos that I’m surprised aren’t used on MTV.

Goodman: Of course, also, we have to try and do what we think not only New York and Los Angles will appreciate, but also Poughkeepsie or Midwest — pick some town in the Midwest — that would be scared to death by Prince, which we’re playing, or a string of other black faces and black music.

Bowie: That’s very interesting. Isn’t that interesting?

Goodman: We have to play the music that we think an entire country is going to like. And certainly we are a rock ‘n’ roll station. Now, the question would be asked, should, since we’re in New York, should WPLJ play, you know, the Isley Brothers. Well, you and I might say, well, yeah, because we’ve grown up in an era when the Isley Brothers mean something to me. And so do the Spinners way after the Isley Brothers. But what does it mean to a 17-year-old? Well, when you talk on the phone to these guys like I did when I was in radio, it’s scary.

Bowie: Well, I tell you what it means. I tell you what maybe the Isley Brothers or Marvin Gaye means to a black 17-year-old. Surely he’s part of America as well.

Goodman: Ah, no question. No question. That’s why you’re seeing those things …

Bowie: Do you not find that it’s a frightening predicament to be in?

Goodman: Yeah, but less so here than in radio.

Bowie: And is it not, well, dare say, “It’s not me, it’s them.” Is it not possible that it should be a conviction of the station and of other radio stations to be fair? It does seem to be rampant through American media. Should it not be a challenge to try to make the media far more integrated in …

Goodman: I think it’s happening.

Bowie: … especially, if anything, in musical terms?

Goodman: Absolutely, I think it’s happening because white music and white musicians are now starting to play now more than ever — more than they have lately, let’s say in the last 10 years — what black artists have been into. And now, hopefully, the lines are going to start to blur. And when we play a band like ABC, well, there’s white and black kids who are enjoying it. And all of a sudden, well, it’s a little bit easier for a white kid to understand it. The fact is — quite frankly, I could even point you towards a letter in the new issue of the Record — the magazine, the Record — responding to an article by Dave Marsh, that this kid just ranted about what he didn’t want to see on MTV …

Bowie: [Speaking over Goodman] Well that’s his problem.

Goodman: … and in no uncertain terms. Well, what I’m saying, though, is that there’s, as you say, there certainly are a lot of black kids and white kids who may want to see black music, but there’s a ton of them who are — it’s not like it was in ’67 where you say, “Yeah, I’m not into that, but you are? Yeah?” Now it’s, “You’re into that? I don’t like YOU.” And that’s scary, and we can’t just turn around and go, “Well, look, this is the right way!” We can only teach, I think, a little bit at a time.

Bowie: Interesting. OK, thank you very much.

Goodman: Does that make sense? Is it a valid point?

Bowie: [Smiling]: I understand your point of view. [Laughs]

Walter Yetnikoff, then president of CBS Records, had a #1 hit by Michael Jackson called “Billie Jean.” In conjunction with the success of the song, CBS had spent over $50,000 making a music video for the song. That was a lot of money for a video in the early days.

MTV was apparently not putting it into rotation so Yetnikoff gave MTV an ultimatum.

He said he would go public with their stance on race.

“I said to MTV, ‘I’m pulling everything we have off the air, all our product. I’m not going to give you any more videos. And I’m going to go public and fucking tell them about the fact you don’t want to play music by a black guy.’”

On March 10th of 1983, MTV responded by releasing Billie Jean and put it into heavy rotation. Jackson’s music would grow in popularity on MTV as would many other black artists.

I was a white kid in the Midwest. I was not injured by any of this. But my black neighbors may have been if they had not had proper representation.

That representation changed culture for the better. Music and the arts can unite races and genders. Inspiration will lead to growth. The Crime of Gatekeeping will always restrict cultural growth.

There are four ways you can do this:

1. Share this story with a friend and leave a comment.

2. Tip me! I need your support!

3. Become a Members Only Patreon! In the Patreon I will have unfiltered rants, exclusive content, free PDF copies of the upcoming quarterly magazine, and more.

4. Go to our store and buy the print magazine! It is art, news, and nostalgia that matters!

Thank you for your support and taking the time to read this.

Stay Totally Awesome! Stay true to you.