MTV is a classic entertainment channel that goes back years and religiously creates new indents which give so much character to their television station. Indents are basically just little videos that play before and after a channel starts and I love them. There are others like E4 and TLC, but MTV are without a doubt the most creative. Since there are SO many, I thought i'd pick the ones I think are the most interesting.
These indents are specifically for when the channel plays it's 'MTV hits', therefore incorporates the beats/the bass in with the animation. I think this is a quirky little trait because even if you were watching the advert with the sound low or even off, you could still visualise the beat of the music playing, due to how the animation is reacting to it. In other words, the principle of TIMING is done to perfection. I love the way each indent has different 'characters' i.e they are basic shapes but display different materials like zips and string. This almost provokes a visceral reaction, which is slightly uncomforting to me. I do however feel like these indents don't have a niche audience per say, more like have a purpose to peak whoever is watching the channel's interest through the movements and the colours of the 'characters'.
The collection of indents previously shown were up to date ones, however I also love the older ones, like these that are from 1981 to 1983. Even the choice of music in them is such a different genre even. The ones we see on the television now, don't even have 'music' due to copyright laws and issues, they are just 4 second tunes or melodies, where as the older ones involve rock music, which makes the animation much more atmospheric. At 0:44 there is an indent that is created from stop motion animation. It is shot at a low angle and is rather voyeuristic. Even back then MTV were airing indents that made you slightly uneasy, but is also visually attractive in a weird, paradoxical way. What I find unsuccessful about these indents is that I feel like MTV could use this as an opportunity to create something with meaning, CONTEXT. There are so many short animations that hold valuable messages within them that because MTV has such a big audience, I feel like they are missing out on giving. I do understand they are a music channel, and probably want to keep neutral, but music is an art and art usually has purpose so I feel like that is their downfall. On the other hand, I still love the little indents, and their unique quirky little traits.
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