On Demand Weekly

On Demand Weekly presents SoundWatch, a new weekly column on the latest in music entertainment available on demand, one of the most popular VOD categories. New contributor, Sky McCarthy, will give readers an inside look at what's happening in music on demand.

Every Monday, SoundWatch will list the most watched music videos on demand as well as the week's new music videos from category leader, Music Choice On Demand (Music Choice, the multi-platform video and music network, delivers its music programming to millions of consumers nationwide through their televisions, online and mobile devices).

Up This Week in SoundWatch: Are Badass Music Videos Overcompensating for the Music? (read below)

What's Hot Now On Music Choice On Demand - Top 10 Music Videos (week ending 8/15/10)

SOURCE: Rentrak On Demand Essentials, Music Choice Custom Site

Fresh Picks: New and Noteworthy Music Video Available Starting Today (8/30) on Music Choice On Demand

• M.I.A, “XXXO” (XL)
• D.J. Khaled, “All I Do Is Win (Remix)” (We The Best/E1)
• Enrique Iglesias “I Like It” (Universal Latino/Universal Republic)
• Katy Perry “Teenage Dream” (Capitol)
• Robyn “Hang With Me” (Interscope)
• Sugarland “Stuck Like Glue” (Mercury)
  

With the recent criticism over Eminem’s latest video for “Love the Way You Lie,” feat. Rihanna, the debate of whether or not music glorifies violence is once again brought to the fore of pop culture limelight. The video stars silver-screen vixen Megan Fox battling her lover in an abusive relationship opposite “Lost”’s Dominic Monaghan. Music videos have long been able to increase the popularity of a song by showcasing new dance crazes, different fashion trends or simply giving visibility to a new artist. Using well-known faces only allows a recognizable brand to make a stronger foothold with viewers.

The music video as a “mini” movie (arguably beginning with Michael Jackson’s “Thriller”) has only risen as an artistic medium on television…that is until recently when music channels like MTV and VH1 began shying away from music to feature guido fist pumping juiceheads or washed up musicians searching for love amongst the MVPs of Valtrex. (If you do like "Jersey Shore", then be sure to check out Enrique Iglesias’s new video for “I Like It,” one the crew’s favorite party jams!)

But music lovers needn’t be entirely despondent. On Demand offerings from MTV On Demand, VH1 On Demand, and even BET On Demand have substantial music offerings that hark back to a time when music was actually the priority of Music Television. Young Fresh and Fly, a category under MTV On Demand’s offerings, features videos from established artists like Lil Wayne and a super Katy Perry category, while MTV2 On Demand has new dance track sensations Erika Jayne and LaRoux.

Those in the mood for some nostalgia might appreciate VH1 Classic On Demand’s So 90s or Totally 80s super categories featuring favorites like Beastie Boys, Vanilla Ice, and Pat Benetar. I was surprised, but it seems like these channels have used their on demand services as updated vaults to retain some shred of a connection to their music past. I am not sure if anyone could have predicted the direction these channels have taken but music videos have become so elaborate that they no longer need a big introduction. The music industry, maybe just the entire entertainment industry, has created a world where the line between musician and actor has become increasingly blurred and music is now so much more than just something to be listened to.

While the internet has made it easier to readily access any music video, some may ask what benefit, if any, is derived from using our TV’s to access content? I find the biggest and coolest draw is the opportunity to discover new things. Channel surfing is one of my favorite past times not really afforded by video links and Music Choice On Demand allows easy access to dozens of videos by artists new and old. The relevancy of music videos can not be argued as they now spark cultural phenomena and are not just made to simply showcase an artist doing something as boring as a singing their own song...  that’s what concerts are for, right?

Yet, now that we have reached an era in which budgets for some music videos probably exceed those of small indie flicks, it becomes inevitable that some boundaries may be crossed. But when did these types of theatrics becomes absolutely necessary to sell music? Or are they? Having personally grown up in an era where music videos are the status quo promotional tool for increasing an artist’s visibility, I wonder if perhaps they detract from the songs themselves. Either way, music videos are definitely entertaining and serve as a way of connecting a musician to their fans on a personal level of assumed self-expression.

To the readers out there I’d love to know what you think about the pervasive culture of hyped-up music videos today. Are they fun and entertaining or are they just overwhelming distractions for artists to mask any lack of talent?

Check SoundWatch every week for the latest in Music On Demand and scintillating pop culture discussion!

- Sky McCarthy
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Sky McCarthy is a new contributing writer to On Demand Weekly and a television enthusiast (ask me about anything!) currently working in entertainment in New York City.