The 'quasi-artistic venture': MTV idents and alternative animation culture
Book chapter
Husbands, L. 2020. The 'quasi-artistic venture': MTV idents and alternative animation culture. in: Cook, M. and Thompson, K. (ed.) Animation and Advertising Palgrave Macmillan. pp. 229-245
| Chapter title | The 'quasi-artistic venture': MTV idents and alternative animation culture |
|---|---|
| Authors | Husbands, L. |
| Abstract | Between 1981 and the early 2000s, the Music Television (MTV) channel’s creative directors commissioned small studios and independent and experimental animators to make hundreds of short network identifications (idents) for MTV and MTV Europe. In doing so, they carved out an ‘ambiguously alternative’ space for technical and stylistic exploration that significantly shaped the visual language of popular culture. This chapter focuses on the intersection of experimental animation and television branding that characterised this particular period. It seeks to position these artists’ idents within experimental animation’s broader historical relationship with commercial and mass media industries, highlighting the complexities and ambivalences that make up these exchanges. |
| Page range | 229-245 |
| Book title | Animation and Advertising |
| Editors | Cook, M. and Thompson, K. |
| Publisher | Palgrave Macmillan |
| Series | Palgrave Animation |
| ISBN | |
| Hardcover | 9783030279387 |
| Electronic | 9783030279394 |
| Paperback | 9783030279417 |
| Publication dates | |
| Online | 18 Dec 2019 |
| 04 Feb 2020 | |
| Publication process dates | |
| Deposited | 15 Oct 2018 |
| Submitted | 2019 |
| Output status | Published |
| Copyright Statement | Copyright: 2019 |
| Web address (URL) | https://link.springer.com/chapter/10.1007/978-3-030-27939-4_12 |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-030-27939-4_12 |
| Language | English |
https://repository.mdx.ac.uk/item/87z58
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