MTV invaded the University of Massachusetts campus on Wednesday and Thursday creating scenes comparable to those of the network’s own “Real World.”
In an effort to shoot footage for the pilot stages of MTV University, a channel specifically geared towards college students, a half-dozen crew members trekked from one hot spot to the next, both on campus and downtown, soaking up images of typical UMass weekdays.
Students awaited MTV’s arrival with baited breath. An article published in the Collegian last week piqued interest as MTV received an overwhelming response and pleads from camera-ready students ready to strut their stuff for the network.
The University of Massachusetts was chosen as one of eight beta schools as a test for their new university initiative.The Pioneer Valley University was chosen for its size, diversity, and geographic location. Before reaching UMass, MTV visited the campuses of the University of Connecticut, Rutgers University, Montclair State University, Pennsylvania State University and Fordham University. MTV will make its last two stops at the University of Georgia and the University of California-San Diego.
GARDNER GARNERS ATTENTION
Gardner Loulan, a California native, is serving as MTV University’s first veejay. Gardner (who only goes by his first name) self-admittedly conned his way as MTVU’s VJ. During the 2001 Video Music Awards, Gardner and a bunch of his buddies, concocted a sly plan in which they pretended to be MTV staff members who had backstage passes to give away to anxious fans. But after holding contests, Gardner and his friends admitted to MTV fanatics that they weren’t even employed by the Viacom network. Gardner caught the entire plan on camera and sent it off to MTV. “MTV got a hold of me and instead of suing me they hired me,” Gardner confidently stated.
Gardner, a lanky 19-year-old sophomore Anthropology major at Fordham University, claims success comes from “motivating yourself. Good things come from it,” he said.
Gardner, who has become a quasi-celebrity as the appointed MTV University VJ, feels MTVU is a great idea. “I think that it’s a good idea to replay the shows that college kids are into,” he said. “If this network takes off I want it to be different than MTV. I think it’s a good idea to cater to a group other than the teenybopper crowd. I want a network that reflects different aspects of college life; be more substantial, less fluff, less candy-coated, and more inclusive.”
Gardner, dressed in jeans and a purple hooded fleece-jacket, feels that MTV University would provide a great outlet to fledgling college talent. “There’s a lot of college talent but no outlet to bring it on,” Gardner said. I think college is one of the best times in my life and I want something that reflects that.”
MTV-YOU
Van Meter welcomed the network on Wednesday night for their weekly Koffe Haus. The Koffe Haus is a weekly event in the Van Meter basement sponsored by the House Council and led by Dave Miller, a senior Computer Science major. The goal of the Koffe Haus is to showcase the finest in music, poetry and performance art. Miller, like most students, sent MTV an email inviting the network to the weekly shindig. Over 100 starry-eyed students packed into the Koffe Haus in hopes of receiving a chance at stardom.
“We have some really good underground acts that we’d love to give exposure to,” an enthused Miller stated. “I just hope it’s these things that will get the proposed channel off the ground.”
But before long, MTV was off to capture even more scintillating shots – and eventually create the biggest party UMass has experienced in recent memory.
The crew quickly fled to the fraternity house AEP, located at 401 North Pleasant St. The brothers welcomed the MTV crew as they entered the packed frat as cameras captured shots of UMass-style partying. With screams louder than a veritable taping of “TRL,” students ambushed the MTV crew as soon as cameras began rolling, proclaiming they want their MTVU.
“MTV wanted to know where to party and there’s no better party to be had than at AEP,” said oldest AEP frat brother David “Stoffinator” Stoff.
Rivaling scenes straight out of Spring Break, the MTV crew even captured footage of thirsty students drinking straight from an ice luge. “Once you get a camera and a microphone kids go crazy,” Gardner exclaimed over the raucous music. “It went grand.”
“It was the greatest experience of my life. We were begging MTV to be on TV and they granted us this wish,” said a thrilled Megan Brown, a junior Psychology major also speaking on behalf of her other friends.
AEP bid farewell to the MTV crew as students gathered in a final group shot for a promo cut shouting “This is UMass and you’re watching MTVU!”
But the fun wasn’t over yet. MTV’s cameras continued to catch Amherst nightlife as they ventured out to Atlantis, at 41 Boltwood Walk. An overwhelming amount of anticipation sent hundreds of students to the nightclub.
“Wednesday nights at Atlantis are really cool,” said Jen Sammarco, a senior Communications major. “Atlantis is never crowded on Wednesday nights and tonight it is because MTV is here.”
Those lucky enough to get in crowded around the cameras on the 21-plus night, showing their excitement for MTV’s arrival. MTV’s crew captured sizzling footage of drinking and dancing, not to mention friend introductions and shout-outs.
“You will never see that sh*t again,” exclaimed Dave McIntosh, a senior Computer Networking major. “That was the bomb!”
MTVU TESTS XBOX AT UMASS
On Thursday, MTV visited the Pierpont dormitory per the wishes of roommates Jim Crook, an undeclared freshman, and Brian O’Sullivan, an SOM major. Along with Gardner, the roommates previewed the new (officially released yesterday) Microsoft-manufactured video game console, the “XBox.”
After the students and Gardner tested five different games, ranging from football to racing, Crook stated that the “XBox” is “unbelievable. It’s better than PlayStation 2.”
A variety of campus activities showed MTV how unique and diverse the UMass community truly is. MTV also shot scenes of students at the Student Union, the WEB DuBois Library, the Hangar, and a shot of marching band practice.
IT’S A WRAP!
Bill Boyce, a junior Journalism major, who interned at MTV during the summer and helped develop the idea of MTV University, helped the network capture crisp shots. “We were impressed by the amount of school spirit,” Boyce said. “We covered a lot of key areas, which is great. Everything went well.” In the end, even Boyce received his fifteen minutes of fame, as he became a VJ.
“From all the schools we’ve been to no group of students has been more cooperative, inviting, or hospitable,” MTV executive producer Morgan Hertzan said. “Other schools have large footprints to fill.”
MTV University, whose demographic will be targeted to a slightly older audience than MTV, will include documentaries, videos, classic MTV shows such as “Beavis and Butthead” and episodes of Spring Break. But most importantly, the network will provide an outlet for up-and-coming college-aged artists and bands ready for their big break.
Much of the coverage of MTV University will be catered to the likes of college students – sex, drugs, and nightlife to name a few.
So far the reaction garnered from the various universities has been positive, according to Hertzan. “We feel very confident that things are going well,” he said. If all goes well, the new network will tentatively launch in Sept. 2002 and will air 24 hours a day, seven days a week.
The UMass segment of MTV University is scheduled to air on Wed. Nov. 28 on Channel 9 of the Housing Services Cable Network Lineup from 1 p.m. to 5 p.m.
“We’re excited about this opportunity,” said Paul Cichanowisz, manager of Housing Cable. “We’re real happy to have been contacted by them,” pointing out that only five universities in the country have access to the pilot stages of MTV University. “We’ve heard a lot of buzz on campus that the university likes it,” he said, while pointing out that 11,000 students are able
to access the channel.
Students interested in offering feedback on the network after the pilot airs are welcome to email MTV at [email protected].
