In the real world the average American teenager does not come from a middle class family with loads of money to spare, which is what you need if you want to conform to the life the media says is worth living.
Materialism is at its best in a magazine. Look through the pages of a popular magazine like “Cosmo” and what do you see? Clothes, perfume and other material items. Tear out the pages of a magazine that are advertising something, anything, and you will end up with nothing left. Even the articles are usually geared towards some form of materialistic leisure, like “learning how to bargain shop” or “what’s Hot and what’s this Month”. That’s just another list of the things you bought last month that aren’t cool anymore this one. Not only is clothing blasted all over the pages, but very expensive clothing at that. The clothes portrayed in “Cosmo” often cost $100 or more for just one piece. However you need the whole outfit to be “in”. H
The main targets of these corporations are young, gullible teenagers. The sad thing about advertising is the irrationality that they use. They put out commercials that make the consumer believe that they have something wrong with them, and that the only cure is “Their Product.” For example, the ever-popular “Wonder Bra”, made to improve your small bust which is what the advertising industry wants you to think is such a bad thing. Or how about the Snickers advertisements telling you that “If you’re hungry, why waits? Eat a Snicker.” All advertised by the same corporations that are telling you that America is overweight and selling you the diet pills to cure it. This is a very unethical tactic, but it works. Materialism has skyrocketed in the past years due to over commercialization, and we are feeding it more with each passing day. Sadly enough teens are the most common target with advertisers. They bend the rules and with the right angle, can get us hooked on anything. That’s sad that my generation has become so shallow and materialistic that no price is too high for them to be cool. It’s like saving all your money up for a down payment of the hottest car of the year, and then seeing the brand new model for the next year. Suddenly the car of your dreams has become last year’s fad, and some people will do anything and everything to make sure they get caught up. If my generation doesn’t get their priorities in order, everything that is right and all good will quickly become last years trends.
MTV Networks Europe introduced elements to its Nov. 3 Europe Music Awards show here that it hopes will broaden the scope of the annual gala going forward. In particular, the Pan-European broadcaster ratcheted up the application of wireless technology for delivering branded content from the event. Cell-phone users were given access to backstage images and breaking news from the show. “The whole point of it is to extend our 360-degree experience,” MTV Europe president Brent Hansen says. “Digital technology presents another opportunity for us to extend our brand, and to be credible in the eyes of the audience – who can get music information from so many different sources.” The event also inaugurated the category of best African act. Nominees for that award performed at a Nov. 2 function in Lisbon for MTV and record label executives, hosted by MTV Networks International president Bill Roedy.
This was the first year that artists were asked to perform at the pre-awards event. The showcasing of African acts, MTV Networks Africa GM/VP Alex Okosi says, “is testament to how much support the organization wants to put forward to make sure its goals are accomplished.” African channel MTV base launched last April. The African winner was Nigerian R&B artist 2-Face Idibia. He says the innovation represents “a big opening for the new generation of African artists.” Label executives in Africa hope the award will boost their business. Johannesburg-based Giant Steps senior label manager Maria Kounlakis says MTV base’s effectiveness as a marketing tool is difficult to judge, as it is still in its early days. “But it exists, and the fact that the link is there helps bring Africa closer,” she says. Giant Steps is a Sony BMG Music Entertainment Africa imprint that develops local artists. Polyphone act Coldplay won for best song (“Speed of Sound”) and best U.K. & Ireland act. Green Day was named best rock act, and its Reprise set “American Idiot” was best album. Both acts performed at the show, as did Madonna, Foo Fighters, Black Eyed Peas and others.
The MTV event, now in its 12th year, was broadcast live on MTV feeds in Europe, Asia, Latin America and the United States. Executives say participation in the event is a boon for artists. However, London-based Warner Music International executive VP of marketing John Reid points out that its Pan-European reach makes immediate impact difficult to measure. “You’re not looking at one chart to see an uptake in sales the following week,” he says. But, Reid adds, “You get a bang from the show which cans last three months.” This year’s host was British comedian Sacha Baron Cohen (best-known for his Ali G alter ego), performing in character as spoof Kazakhstan TV journalist Borat Sagdiyev. In the past, that character has drawn criticism for misrepresenting the Kazakhstan community. “It was a creative risk,” Hansen says. “That’s an important part of our brand.” Trophies were handed out in 29 categories. Winners were chosen by votes from MTV’s audience, except for the Free Your Mind Award and best video award, which were selected by MTV Europe staffers. Winners in those categories were Bob Geldof and the Chemical Brothers’ “Believe” (Virgin), respectively.
MTV EUROPE MUSIC AWARDS 2005 WINNERS
Best male Robbie Williams; Best female Shakira; Best group Garillaz; Best rock Green Day; Best hip-hop Snoop Dotig; Best alternative System Of A Down; Best song Coldplay: Speed Of Sound; Best R&B Alicia Keys; Best pop The Black Eyed Peas; Best album Green Day. American Idiot; Best new act James Blunt; Best video The Chemical Brothers: Believe; Free Your Mind Award Sir Bob Geldof.
Ten years ago, it would take a series of hot 12-inch records for an underground hip-hop act to establish its reputation. These days, the proving ground is just as likely to be a concert stage. Thanks to successful jaunts by Atmosphere, Hieroglyphics, the Definitive Jug crew and other pioneering acts, a national touring circuit for independent hip-hop has begun to form, giving rappers often ignored by BET, MTV and commercial radio a way to sell records and build a fan base. These artists are dispelling the myth that hip-hop cannot work on the live stage, and making a surprising amount of money doing it. Christian Bernhardt, who owns the Emeryville, Caliph.-based Cork Agency, says he expects Atmosphere’s 56-date Pour Me another One tour to gross $500,000 before it ends Nov. 15 in the duo’s hometown, Minneapolis. The tour supports Atmosphere’s fifth album, released Oct. 4 on its own Rhyme Sayers Entertainment label. “There’s a lot more indeed hip-hop touring than there was a few years ago,” says Bernhardt, who also represents indeed rap artists MF Doom, Sage Francis, Aesop Rock, Jean Grace, Moors and Mr. Lif. “Most of the acts we represent … bring home quite a bit of money, and they can live from that very well.” Before Cork handled Atmosphere’s first national trek in 2000, Atmosphere rapper Sean “Slug” Daley and producer Ant often booked their own tours of the Midwest.About the Author:
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