Friday, March 21, 2008

You'll be seeing a lot of Beth Ditto on MTV

Thrilling news in a press release from The Gossip - who seem to have dropped the 'the' definitively now. They're hooking up with MTV:

Gossip has been selected as a featured artist in MTV's "52/52" campaign in conjunction with the release of "Gossip - Live In Liverpool." "52/52" is a brand new way for the channel to give unprecedented exposure to unsigned artists, indie bands, and established acts on major labels in a completely new and innovative way.

And what does that mean, exactly?
MTV handpicks one band/artist per week for the entire year and gives them the equivalent of roughly 11 hours of on-air commercial time per week on the channel. Performances, interviews, and behind-the-scenes footage with Gossip will air throughout the group's "52/52" spots.

So... that would be like advertising, then, would it? Is that entirely so innovative? Didn't choosing bands and playing their stuff used to be the mission of MTV?

Yes, this does all hang around the release of a live album, which does give the impression that they have run out of ideas completely. It's got Standing In The Way Of Control on it, you know.