I Want My MTV! We broke down one of the most influential companies in music: MTV. I’m joined by friend of the pod, Zack Greenburg, who wrote a book about one of MTV’s biggest star’s ever, Michael Jackson.We discuss the highs, lows, challenges, controversies MTV faced. From its business model over the years, shift to reality TV, VMAs, TRL, Yo MTV Raps, impact on culture, and its missed opportunities.[00:08:43] MTV business model, rise of cable TV, untapped teenage market[00:15:50] The impact of Michael Jackson and “I Want My MTV”[00:25:22] How MTV sparked one-hit wonders[00:30:01] Yo MTV Raps![00:38:59] Movies, VMAs, and more[00:53:55] Reality TV vs music videos: what fans really want?[01:00:47] MTV animated shows, spring break, Super Bowl, Rock the Vote[01:05:58] Music industry peak, TRL, and big budget music videos[01:12:17] Why Ridiculousness is now on MTV all the time[01:20:44] MTV’s missed chances over the years[01:37:26] Who won and lost the most from MTV?This episode is sponsored by DICE. Learn more about why artists, venues, and promoters love to partner with DICE for their ticketing needs. Visit dice.fmEnjoy this podcast? Rate and review the podcast here! ratethispodcast.com/trapitalTrapital is home for the business of music, media and culture. Learn more by reading Trapital’s free memo.