Why Madonna changed the music world in 1984

MTV: Why Madonna changed the music world in 1984

“People in the audience were holding their breath,” says Madonna’s longtime publicist Liz Rosenberg, describing her protégé’s performance at the first-ever MTV Video Music Awards in 1984. “A friend whispered to me, ‘Her career is over before she can really started.’ Of course, I was paralyzed with shock.” Madonna sang “Like a Virgin” while wearing something vaguely reminiscent of a wedding dress – a white bustier and tattered tutu, accessorized with lace gloves, dangerously high-heeled shoes, bling around her neck and a tulle veil it didn’t last long on her head.

At the beginning of her performance she danced on a gigantic wedding cake, at the end she rolled around on stage, did unspeakable things with her veil and gave the millions watching TV a long look at her underwear. “None of us thought she would go this far,” says Rosenberg.

Madonna knew how to handle MTV

“Some people were on their knees in front of her, others found her disgusting.” Huey Lewis, who also performed that evening, admired Madonna’s courage: “It wasn’t a spontaneous idea. She had already done this in rehearsals. It was a planned, historic moment. She knew how to deal with the medium of television. We clearly didn’t know.”

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Some found Madonna cringe-worthy, others simply disgusting

MTV, then just three years old, wanted to differentiate itself from “serious” award shows like the “Grammys.” That worked. “We wanted to make a show that conveyed the image of MTV and went against the grain,” explains John Sykes, who served as executive producer on the first “VMAs.” “When we discovered all these hydraulic lifts and stage equipment at Radio City Hall, we were as happy as children. We had a lot of cool effects, but I’ll never forget the looks from our advertising partners in the front row when Madonna came out and rolled around on the floor in her virgin dress. The next day there were discussions, but no one said we should have prevented it. Some were on their knees in front of her, others found her disgusting.”

Huey Lewis, who also performed that evening, admired Madonna’s courage: “It wasn’t a spontaneous idea. She had already done this in rehearsals. It was a planned, historic moment. She knew how to deal with the medium of television. We clearly didn’t know that.” MTV, then just three years old, wanted to differentiate itself from “serious” award shows like the “Grammys.” That worked.

Madonna on MTV in a virgin dress

“We wanted to make a show that conveyed the image of MTV and went against the grain,” explains John Sykes, who served as executive producer on the first “VMAs.” “When we discovered all these hydraulic lifts and stage equipment at Radio City Hall, we were as happy as children. We had a lot of cool effects, but I’ll never forget the looks from our advertising partners in the front row when Madonna came out and rolled around on the floor in her virgin dress.

The most futuristic stage structures seemed charmless compared to this woman. It’s the only performance that you can still remember even after 24 years. MTV is now represented around the world, and the budget of the “VMAs” is eight times higher than in 1984. What hasn’t changed is the constant attempt to recapture the shock value of the first edition.

This has only rarely been successful: Howard Stern in 1992 as “Fart Man” in stretch pants with an exposed bottom. The kiss that Michael Jackson gave his then-wife Lisa Marie Presley in 1994. And, not so long ago, a remake of “Like A Virgin” when Madonna sank her tongue into Britney Spears’ mouth (and then kissed Christina Aguilera, albeit a bit half-heartedly).

“After Madonna’s performance the first year, we knew we had to have at least one ‘Oh, wow!’ moment in every show,” says Sykes. “That was the plan from the beginning. What scene would people be upset about the next day?” So far, however, no one has been able to take the crown of scandal queen from Madonna.

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