MTV, VH1 and CMT are going back to their roots on the Fourth of July. The networks will throw a “Music Independence Day” party that day, showing videos and giving exposure to independent artists.
Each of the networks started as music video channels but shifted to other programming through the years. Music programming is limited now and most music content is online or on digital channels like VH1 Classic.
But on July Fourth, MTV will have hours devoted to music genres, highlighting artists like Justin Timberlake, Bruno Mars and Macklemore & Ryan Lewis. VH1 will show videos and performances from the likes of Alicia Keys, Pink and Maroon 5, and telecast a live concert that night from Philadelphia featuring the Roots and John Mayer. CMT will offer a “barbecue playlist” of artists like the Avett Brothers, Carrie Underwood and Luke Bryan.
The networks are also offering new bands a chance to set up their own online pages on the Artist Platform and compete to have their videos shown on TV. Even if they don’t make it on the air, it’s good exposure.