Race and MTV: The Case of Michael Jackson

Race and MTV: The Case of Michael Jackson

Commercial Success of "Thriller"

  • Astounding Success: "Thriller" achieved astronomical commercial success.
  • MTV's Initial Refusal: Despite the album's success, MTV initially refused to play Michael Jackson's videos.

CBS Records' Intervention

  • Threatened Boycott: The president of CBS Records threatened to pull all of its videos from MTV and boycott the station unless they played Jackson's videos.
  • MTV's Relent: Under pressure, MTV eventually relented in March 1983.

Milestones Achieved

  • First Video on MTV: "Billie Jean" became the first Jackson video played on MTV.
  • First African American Musician: Jackson was the first African American musician whose music videos were played in heavy rotation on the channel.

"Thriller" Music Video

  • Director: The extended music video for the single "Thriller" was directed by John Landis, known for his work on "An American Werewolf in Paris."
  • Video Length and Cost: The "Thriller" video was 15 minutes long and cost over $300,000 to produce.
  • Significant Features: The video incorporated elaborate makeup, special effects, a compelling storyline, and intricate choreography, establishing it as a pop culture icon of the 1980s.
  • Viewership Demand: When it aired on MTV, the station aired it twice per hour to meet viewer demand.
    • This led to 50% of every hour of programming on MTV being dominated by the "Thriller" video.

Jackson's Legacy

  • Personal Life Challenges: Despite facing personal tragedy, multiple plastic surgeries, financial issues, and accusations of child abuse, Jackson's influence in the history of popular music and on MTV is profound.
  • Impact on MTV Policies: His success compelled MTV to begin playing music from black artists, changing the programming landscape of the network.

Addressing Racial Topics

  • "The Girl is Mine": In this lead single from "Thriller," Jackson and Paul McCartney sing about competing for the affection of the same girl, implying the existence of interracial relationships.
  • "Black or White" Video: The music video for "Black or White" utilized advanced visual technology to morph the faces of individuals from different races into one another.
    • This creative choice conveyed a message about the malleability of race and the interconnectedness of different racial identities.