Word: mtv
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...Johnson. Although Atlantic Records head Val Azzoli is cannily trying to lower expectations--"I don't want to overhype the record," he says, "because I know we're not going to do what Cracked Rear View did"--at the same time he's vigorously cranking up the hype machine. MTV will air a Hootie Unplugged special on April 22; just after midnight, Hard Rock Cafes around the country will hold listening parties at which the new CD will be sold. The day the CD comes out, the band will appear on Late Night with David Letterman. And, thanks to encouragement...
...success of Cracked Rear View was credited to five main reasons--good timing, great music, and marketing, marketing, marketing. The strategy also depended to a great degree on VH1. Around the time the album was released, the cable channel, which had been an MTV-lite for aging baby boomers, was undergoing a format change to capture younger viewers. Hootie, Blues Traveler, Melissa Etheridge and others were adopted as the reformatted channel's signature acts, and all received loads of album-moving airplay. Later, after Cracked Rear View sold its first million or so copies, Atlantic decided to focus on Middle...
...Celine Dion. The reruns, each featuring newly taped introductions by the still chipper Dick Clark, prove that VH1 has mastered the Nick-at-Nite art of repackaging cheesy old shows as found-object satire. It's so easy! And so hip--a lesson that has eluded the minds at MTV, VH1's cooler sister network, where they generally work very hard at being hip, sometimes too hard. A perfect example is the new Squirt TV, a talk show picked up from public access. The host is a detached 17-year-old, Jake Fogelnest, who is as committed to ironically appreciating...
There is little as comparably amusing on Squirt TV, with Fogelnest playing host out of his sizable bedroom. This is a somewhat more elaborately produced version of the cable-access show in which he debuted in New York City at the tender age of 14. On the MTV show Jake, who has dressed up his "set" with a new comforter, sits smugly self-assured in oversize pants and Airwalks and asks people like Adam Sandler who their favorite character was on What's Happening! ("I've had on every guest I've wanted," Jake bragged to TIME. Oddly, his wish...
...second book, a stubby, curious tome called S,M,L,XL, after the four sizes that Koolhaas projects come in. A dense, not always coherent conglomeration of photos, plans, essays, fiction, cartoons and alphabetized ephemera, it's the ultimate coffee-table book for a generation raised on both MTV and Derrida...