P Diddy to launch new music TV channel

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The man with the silliest name in showbiz is launching his own TV channel. Yes, ‘P Diddy’ is set to start up a new cable music channel, which he claims will be the "first channel of the social media age" – whatever that may mean.

Sean Coombs, one of hip hop’s great self styled entrepreneurs has decided that he is the man to fill the gap in the visual music market left by MTV, who are playing ever less music videos. He may however wish to consider exactly why they decided to do that and instead commission ever more banal reality shows. The reason is of course, mostly Youtube. People are watching music videos online in increasing numbers, not purely because of the convenience, but equally because they can create their own playlists and not be bound by anyone else’s choice. Also let’s not forget that fewer independent artists can afford to make videos these days with music sales in such a dire state. Consequently, yet again, well funded, corporate backed content becomes a self fulfilling prophecy as new, underground acts are financially muscled out of the equation.

In the time dishonoured new tradition of the establishment merchandising ‘cool ‘ sounding dissent, Diddy aka Sean Coombs has had the effrontery to call his new channel ‘Revolt TV’. The scope for jokes is far more appealing than the idea that a multi millionaire perfume mogul is selling a rebellious lifestyle choice to us..

Revolt TV will be a multi platform media operation with platforms across television, the internet and mobile networks and is expected to launch later this year. It will apparently take a journalistic approach to music and "celebrate creative and cinematography".

Coombs told an audience of industry executives

"I would say this journey started me for seven years ago when MTV stopped playing music and that had huge impact on the future of music," he said. "The music started to become safe. We didn't have the experience I had when I grew up, whether it be Led Zeppelin or Janice Joplin. There was no longer a platform for music artists to trust with their creativity.

"There was also no place that was covering music in the way that if you follow sports you go to ESPN, or like CNN with news, but with music you were just thrown into the abyss. We will cover music in a journalistic way, covering it in a way in that it has not been covered before, and we will celebrate creative and cinematography."

Written by Cyrus Bozorgmehr - Google+ Profile - More articles by Cyrus Bozorgmehr

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