As MTV Goes Away, So Does the Global Stage That Made Artists Like David Bowie Icons

Alongside many other vital pieces of ‘80s and ‘90s memorabilia, MTV has officially rung its bell. While its main channel, famously housing reality shows and reruns, will continue to operate, all remaining 24-hour music-focused MTV channels (including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live) have ceased broadcasting globally as of December 31, 2025. Many mourn the finality of this transition, as MTV’s music videos have always been a part of its DNA. This drastic decision reflects the industry-wide move from television to platforms like YouTube and TikTok for music consumption.

As this chapter in media closes, it’s to acknowledge all the ways in which MTV’s music videos played a critical role in shaping pop culture, and in particular, the artists it helped catapult into global fame. Those artists include massive names, including David Bowie.

MTV’s Music Video Impact

Back in the day, music videos were valued at the same caliber as cinema and television. There was heart, soul, and intentional direction poured into every song’s accompanying visual, as a particularly impressive directorial feat could easily catapult an artist into a superstar. From Michael Jackson’s “Thriller” to Madonna’s “Vogue,” music videos were a vital bone in the spine of our culture. Far more than just a videos, they were short films, fashion editorials, experiments with gender and identity expression, and political statements. The more controversial, the better, as the conversation around it is what helped an artist's name travel. Madonna's 1989 video for "Like a Prayer" featured burning crosses and a Black Jesus, sparking equal parts outrage and praise. T.A.T.u.'s 2002 video for "All the Things She Said" focused on a same-sex kiss between two teenage girls, which led many to confront internalized homophobia within the industry.

This was all largely thanks to MTV, which launched in 1981 and broadcast music videos into homes all over the globe 24/7. Before MTV, artists had trouble breaking out of their respective hometowns and relied heavily on radio, print press, and touring. After MTV, visual identity became a critical aspect of an artist’s career. A rising star could become icons and a single video could make someone famous overnight across continents, which is something displayed in the rise of acts like David Bowie.

David Bowie's Relationship With MTV

If being bold is what made an artist soar during MTV’s reshaping of the industry, then English singer, songwriter, and actor David Bowie was exactly where he needed to be. He thrived within the thrill of pushing boundaries and experimenting with fashion, makeup, and performance. Luckily, MTV offered the perfect vehicle to broadcast his limitless magic globally. As someone who indulged in the art of persona, Bowie had several characters that he shape-shifted through within his visuals. These included Ziggy Stardust, the Thin White Duke, the alien, and the androgynous prophet. He expressed each extension of himself cinematically through music videos for songs like “Ashes to Ashes,” “Let’s Dance,” and “China Girl,” which each challenged and awakened the world.

As MTV platformed Bowie’s affinity for bending gender, exploring queerness, and playing with androgyny, society was both gently encouraged but ultimately forced to expand their confines of masculinity. Bowie releasing music videos in makeup, heels, and ambiguous personas challenged antiquated norms, particularly for young viewers in conservative or isolated communities. This not only helped solidify Bowie as a global superstar, but also rewrote the larger societal conversation around the importance of authenticity and identity.

Bowie poured back into MTV’s legacy as well, calling out the network in an 1983 interview for its lack of featuring Black artists. This forced the channel to confront its racial bias on air, which led to the inclusion of more artists who rightfully deserved their airtime. While the moment certainly felt contentious, it enacted change and helped MTV become a diverse ecosystem. Thanks to this brave act, Michael Jackson and Prince became icons right alongside Bowie. This would trickle down in later decades to platforming culturally impact music videos like Childish Gambino’s “This Is America” and Beyoncé’s “Single Ladies.”

As MTV arrives to its demise, with it goes a time that rewarded undefinable artists who reinvented themselves and found pleasure in commanding audiences through visual stories.