By Paul Singh Kahlon
Daily Bruin Contributor
In recent years, viewers of music television have been blinded
by the glamour of banal boy bands, “Behind the Music,”
and pop music’s collective bling-bling.
A new cable network called MUCH Music USA is hoping to provide
the sunglasses for ailing eyes.
This weekend at Universal Citywalk, MMUSA is holding an open
audition for students and young adults from the L.A. area for a
show called “Tastemakers,” which is one of the central
programs of the network.
In essence, “Tastemakers” provides a forum for
everyday people to discuss their favorite artists and genres no
matter how obscure, and the role that music plays in their
lives.
“It’s basically a group of real people talking about
their musical tastes and what they think about the music industry
today,” says Juliya Chernechetsky, a recurring presence on
“Tastemakers” who will be in L.A. as well to host the
new show.
MMUSA is courting vibrant young adults from colleges and high
schools throughout the area in order to attract them to
Saturday’s casting event.
“We are looking for somebody who is very outgoing and has
very specific opinions,” Chernechetsky said. “Somebody
who doesn’t necessarily follow the masses and who feels
passionately about music, whatever type it is.”
The event takes place from noon to 5:30 p.m. behind the large
guitar of Hard Rock Café at Universal Citywalk.
Representatives of MMUSA will conduct open interviews in order to
find informed music listeners. Although the casting call is open to
all parties, the network strongly encourages students to come.
“I think it would be really fun for students,”
Chernechetsky said. “You get to be on TV and get to say
whatever you want. And it would be great for the program because
we’re always looking for young adults who are outspoken and
very interesting to represent the network.”
Moreover, the network plans to shoot a “Tastemakers
Special Event” called “Crashing L.A.” The special
will consist of interviews with music listeners from across the
city, with the goal of obtaining different perspectives about
prevailing musical preferences in L.A.
Along with “Tastemakers,” Scott Barkham,
MMUSA’s talent producer, says that he is also searching for
talent for many other MMUSA programs, including “My Video
Soundtrack,” which consists of one everyday individual
describing how certain songs and music videos have affected his or
her life. Along with this program, the network is developing more
ideas for shows almost entirely based on interaction with the
audience, thus supporting MMUSA’s intent to significantly
involve its viewers.
Since its inception in June of 2001, MMUSA, which is the
offspring of Canada’s MUCH Music Channel, has had the bold
objective of battling the cultural juggernaut that is MTV and
providing would-be TRL viewers with something new.
Although the network is still in its adolescent stage, it has
already turned many heads. So far, MMUSA is estimated to air in 20
million homes nationwide, according to the network.
“There are a lot of people who aren’t satisfied with
MTV and ask why they never show videos on MTV,” said Barkham.
“We actually show videos.”