When MTV launched in the 1980s, it was perfectly poised to revolutionize the music industry. However, its impact would extend far beyond just that. MTV offered brands unprecedented access to a desirable and profitable segment of consumers: those who influence and are heavily influenced by popular culture. In the early 2000s, when MTV controversially throttled back its airing of music videos in exchange for reality shows, the opportunity for a strategic partnership between brands and artists was born.
What happened next is history.