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.”