Logo: An MTV Network That Still Plays Music Videos (Albeit Videos With More Drag Queens)

Jul 30th, 2007 // 9 Comments


When a press release with a Hilary Duff mention in its headline crosses the Idolator tele-type machine, it’s hard not to take notice. When the same press release mentions the “Next Generation of Dance Music,” even better. When I have no idea who half the artists mentioned are, it seems worth investigating. While MTV, MTV2, and VH1 dedicate themselves to a race to the reality-show bottom, the digital cable channel Logo is playing quite a bit of music each day, although some of it might not be familiar to those who haven’t made it to a gay dance club in awhile.

The next generation of dance music has arrived ladies and gentleman, and with the emergence of networks such as MTV’s LOGO, artists such as Adam Barta and Hilary Duff are breaking onto the scene in a way like never before. Barta’s music video for his Billboard-breakout dance single, “I Wanna Hold You”, hit the number one spot this week on LOGO’s weekly music countdown, The Click List (knocking out Jonny McGovern’s reign of over 10 weeks). Also holding steady on the countdown this past week was Duff’s new music video for her single “Stranger”, off her major label release on Hollywood Records. The convergence of major label artists like Duff with mainstream, but more independent artists such as Barta, on such a major music network, is remapping the way the industry is shaped.

The eligible videos for Logo’s weekly video countdown show The Click List are more Hype Machine than TRL for certain, with videos by Bjork, the Pipettes, Patrick Wolf and Justice making the cut. What seems most significant is mentioned briefly in the press release: the number of artists on independent labels, from somewhat prestigious indies like Saddle Creek to a few imprints that seem to be one- or two-person operations. There are even a few artists with no label affiliation listed at all. That sort of exposure for a micro-indie would be impossible to expect from MTV or VH1, unless the track were to be used in the background of an episode of Made.

Dominating the Click List for twelve weeks was Jonny McGovern, who subtly calls himself “The Gay Pimp”; he may not be doing much for breaking down homosexual stereotypes with tracks like “Somethin’ For The Fellas” or “Lookin” Good, Feelin’ Cute”, but as the YouTube description states, “If you like dudes making out, trannies, and Jonny McGovern, then this is the video for you!” If you want to see the definition of “truth in advertising,” the clip is below:

The Click List [Logo Online]
Hilary Duff, Adam Barta Shaping Next Generation of Dance Music [eMediaWire]

idolator

  1. Jupiter8

    “NewNextNow” is also a good show for music on Logo–better than anything on NY except for maybe “New York Noise” on WNYC….

  2. chrisb

    As much as I want Logo’s Click List to be a great place to find new music, they keep trying to shove supposedly “gay friendly” “artists” like Mika down our throats. And the Gay Pimp is just an embarrassment.

    Also, I just assumed that these labels were paying to get their artists in this rotation. I could very well be wrong about that.

  3. the rich girls are weeping

    OMG, you people didn’t already know about Jonny McGovern, The Gay Pimp?!?!?! Bitch, please. You haven’t lived until you’ve heard/seen “Soccer Practice,” ya’ll. Srsly.

    Oh, and uh, lighten up, ChrisB. :P

  4. Dan Gibson

    @therichgirlsareweeping: I freely admit that I don’t really get out that much.

  5. the rich girls are weeping

    @DanGibson: We weren’t dubbed “fagettes” for no reason, you know. Not fag hags, mind you. No. We’re more entrenched than that.

    Anyway, I never did get around to ordering my own “Gay Pimp” be-dazzled t-shirt. Bummer.

    Relatedly, I noted recently that one of the H.Duff vids was a BLATANT appeal to the gay uh, asethetic. (Honey, you’re no Kylie.) Guess I wasn’t too off base with that observation.

  6. chrisb

    @therichgirlsareweeping: Here’s the thing… I was mildly amused the first time I saw the Gay Pimp’s “Soccer Practice” video. But since he joined the Big Gay Sketch Show, which is the most appalling, unfunny program I’ve ever witnessed, I can’t bring myself to like anything he does. He’s so not funny anymore.

    But I can loosen up. I love me some Kelly.

  7. KinetiQ

    Logo’s great – once they broadcast a whole 3 hour Erasure concert, including a whole hour of Abba covers.

    I was sad to find out they’re run by MtV. It’s been a while since I’ve actually had a TV, but from what I recall they seemed to be trying really really hard to get in on the gay market. Kind of like Abercrombie & Fitch, only out of the closet.

  8. the rich girls are weeping

    @chrisb: Yeeeeah, The Big Gay Sketch Show is pretty terrible, but I thought it was because I loathe sketch comedy in most of its terrible forms.

    Also, I just noticed that Rufus Wainwright’s on the playlist too — including Mika and Jonny McGovern is pandering, but the appearance of Rufus isn’t? Not picking on you, really — just wondering.

    @CloudCarrier: I know it’s terrible of me, but I was glad when Logo was on a Margaret Cho kick this winter, even though I think I’m now permanently burnt out on Notorious C.H.O., except that encore bit about her mother and the camel.

  9. CloudCarrier

    @chrisb: Look, I don’t like the Big Gay Sketch Show, either, but at least it’s a step in a good natured direction. For a channel in its infancy, it’s still got tons more watchable programming than its parent company ever could create at this point, even if that has to arrive hand in hand with broad, obvious shows. Will I ever live to see a 2+ hour Jobriath tribute air anytime soon? Probably not, but I did see tipping the velvet the other night, even if it was at 2am.

    Still, that video lineup is miles ahead of the TRL kids, despite a pandering artist or two or three, could have at all.

    Johnny McGovern, I have you to thank for making me giggle everytime I hear the phrase “soccer practice” since I was that age whenever I saw that video. Thank you.

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