Word: musicalities
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...target markets in the region, 65% of the population is under 25. Connecting with those young people means more than just promoting pop culture, says Abdullatif al-Sayegh, 35, the CEO of Arab Media Group (AMG), which holds the MTV license in the region. "We are not introducing a music channel," he insists. "We are introducing a platform for youth, where we can bring up a lot of issues and solve them...
...most important market for advertising but also the most conservative, so K.S.A. 2.0, as the youngest MTV executives call it, is the default setting for how far is too far. The launch team, a mix of Saudis, Palestinians, Emiratis, Iraqis and Lebanese, decided on a 60-40 split between music videos and reality programming...
Even after rolling out 52 other international versions, MTV is working hard to fit in. The creative team is cooking up graphics announcing the call to prayer--MTV Indonesia already has them--and on Thursday evenings, ladies'-night music programming encourages female viewers who are not allowed to go out to instead organize parties at home with girlfriends. Over in the editing suite, Western music videos are cleaned up according to the "4-3-2-1 rule": close-ups of a bikini are O.K. for 1 sec. but not 2; 3 sec. in a moving shot works...
While MTV may have popularized the music video, in the Middle East it is chasing its clones. Competitor Rotana has four Beirut-based music channels, financed by Saudi billionaire Prince al-Waleed bin Talal. Melody, out of Cairo, is controlled by Egyptian telecoms magnate Naguib Sawiris. Mohammed Yanez, MTV talent and music director, says his channel will be different. Sure, there will be stars like Elissa, Nancy Ajram and Amr Diab, but Yanez wants a little less melodrama. "We are always weeping in Arabic music," he complains. He plans to mix it up with Arab hip-hop, a genre that...
...large police presence at a party hosted by a black student group, and not because a black student is talking about it. It is a racial issue because of who threw the party and because of which students knew the group existed before this incident; because of the music played, and because of who attended the party, because I had to question whether I would be stopped in my own courtyard, and because some of my friends felt the need to emphatically justify the police reaction to me. While the incident itself may not have been racially motivated, there...