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 titleThe 'quasi-artistic venture': MTV idents and alternative animation culture
AuthorsHusbands, 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 range229-245
Book titleAnimation and Advertising
EditorsCook, M. and Thompson, K.
PublisherPalgrave Macmillan
SeriesPalgrave Animation
ISBN
Hardcover9783030279387
Electronic9783030279394
Paperback9783030279417
Publication dates
Online18 Dec 2019
Print04 Feb 2020
Publication process dates
Deposited15 Oct 2018
Submitted2019
Output statusPublished
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
LanguageEnglish
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