An oral history of MTV  NOV 02 2011

Pitchfork has an excerpt of I Want My MTV, an oral history of the first decade of MTV.

I got word that Pepsi had bought the first spot in the 1984 Grammy telecast and they were gonna play a new Michael Jackson Pepsi ad. I'm like, "Michael Jackson belongs to MTV, not the Grammys." I wasn't gonna let it happen. So I called Roger Enrico, the head of Pepsi, and said, "Roger, I've got a major problem. This Pepsi Michael Jackson spot that's gonna run in three weeks on the Grammys? That should run on MTV first."

"Well, Garland, I've already made a deal with the Grammys." I go, "Wait a minute. You know how we do world premieres of videos. What if I world premiere the commercial? And what if I give you 24 promos a day for two weeks leading up to it? Would that interest you?"

He goes, "How much do you want for this?" I said, "Nothing." He goes, "What? You're telling me you would promote a commercial 24 times a day for two weeks before playing it? Garland, I like your style. Done." So it played for the first time on MTV.

(thx, jon)

Read more posts on kottke.org about:
MTV   TV

kottke.org

Front page
About + contact
Site archives

Subscribe

Follow kottke.org on Twitter

Follow kottke.org on Tumblr

Like kottke.org on Facebook

Subscribe to the RSS feed

Advertisement

Ads by The Deck

Support kottke.org shop at Amazon

And more at Amazon.com

Looking for work?

More at We Work Remotely

Kottke @ Quarterly

Subscribe to Quarterly and get a real-life mailing from Jason every three months.

 

Enginehosting

Hosting provided EngineHosting