• Rise of Directors

    Rise of Directors
    From 1990 to 1993, MTV started to play pop friendly hard rock acts like Metallica, Nirvana and Michael Jackson and Madonna as well introducing hip hop, rapper and R'n'B artists.
  • Alternative is Mainstream

    Alternative is Mainstream
    From 1991 to 1997, Nirvana led the way of alternative rock music on MTV with the music video for "Smells Like Teen Spirit."
  • Electronic Pop

    Electronic Pop
    After Nirvana leading the way for Alternative Rock Music, in 1997 MTV began focusing on electronic artists as that was becoming the mainstream, with artists like The Prodigy, Moby and Daft Punk.
  • Return of Rock

    Return of Rock
    Beginning of the late 90's, MTV stopped playing rock music claiming "rock is dead." However, in 1999, MTV announced it would hold a special "Return For Rock" weekend in which new rock artists would receiver airtime, like System of A Down and Green Day.
  • Fewer Music Videos

    Fewer Music Videos
    From the mid 90's to 2000, MTV were playing 36.5% less music videos than they had when they orginally started airing. Music videos were shown for around 8 hours a day, by 2008 that had reduced to 3 hours a day.
    The rise of the internet was partly why the amount was dramatically reduced.