The 'quasi-artistic venture': MTV idents and alternative animation culture

Husbands, Lilly ORCID logoORCID: (2020) The 'quasi-artistic venture': MTV idents and alternative animation culture. In: Animation and Advertising. Cook, Malcolm and Thompson, Kirsten Moana, eds. Palgrave Animation . Palgrave MacMillan, pp. 229-245. ISBN 9783030279387, e-ISBN 9783030279394, pbk-ISBN 9783030279417. [Book Section] (doi:10.1007/978-3-030-27939-4_12)


Between 1981 and the early 2000s, the Music Television (MTV) channel’s creative directors commissioned small studios and independent and experimental animators to make hundreds of short network identifications (idents) for MTV and MTV Europe. In doing so, they carved out an ‘ambiguously alternative’ space for technical and stylistic exploration that significantly shaped the visual language of popular culture. This chapter focuses on the intersection of experimental animation and television branding that characterised this particular period. It seeks to position these artists’ idents within experimental animation’s broader historical relationship with commercial and mass media industries, highlighting the complexities and ambivalences that make up these exchanges.

Item Type: Book Section
Research Areas: A. > School of Art and Design > Visual Arts
Item ID: 25349
Notes on copyright: Copyright: 2019
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Depositing User: Lilly Husbands
Date Deposited: 15 Oct 2018 10:10
Last Modified: 29 Mar 2021 11:21

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