Virgin and TRL: Ain't So Mega Anymore...

All Virgin Megastores located in the U.S. are set to be closed by the summer. For real, who didn't see this coming? Honestly, who DID NOT see this coming? I remember several years back I made a quick dash to the Virgin Mega Store in Times Square. Then it was new... Right across the street on the corner was TRL (Total Request Live), MTV's kiddy-bop-pop machine T.V. show. The management of Virgin Mega Store at Times Square couldn't have been more encouraged by the presumable synergy that TRL provided. Here they were, two over-sized media spawns; one a certified television brainwash show, the other a heavy-handed retailer with ties to a woefully mismanaged record label. Both poised to induce an already ultra-consumed public into buying, buying, buying... music... and music-like products... or any widget they saw fit to peddle.

First, TRL fell. Well, actually, they hadn't fallen as much as they had dragged slowly down the cliff of a giant mountain. Carson Daly wouldn't last for ever. He was an excellent ring leader, but the people at MTV new the future was in the tween to teen crowd. Thus, Carson Daly's days were numbered from the first time he took the mic. Fast forward, and all the teens and tweens were gone. And all the advertisers were missing, too. Were did they go? Yep, that's right folks, the party moved right on over to the internet. O.K., to be fare, as the tweens became teens and the teens became adults, the daily "fluff" and "hype" potion began to wear off. And most of the once hardcore TRL-ers boogied outta Times Square, presumably to places like Myspace, Facebook, and Youtube.

Next, Virgin Megastore went down. But were they ever really up? In New York, rent kills...seriously. Nobody escapes that fact, real estate is New York City's oil. And so, if you're going to develop any real estate with the word "mega" in it, it damn well better be a high-rise with plenty of office spaces to rent out. And if it's anywhere near Times Square, it might be a good idea to throw in a couple of luxury condos...just sayin'. So the first time I ever walked into the Virgin Megastore at Times Square, (en route to buy, well, I forget), I noticed that the place was stocked with CDs, DVDs, music accessories, and random apparel. What I didn't see, however, was any office spaces or luxury condos, or even affordable apartments. That's when I knew: Virgin Megastore was not going to last very long. (Yo, Mark Ecko, if you're reading this, I think you're dope, I fully respect everything that you've done...But dig this: holding down a lease on 42nd Street between 7th Avenue and 8th Avenue? Shiiiiddd. Even the The Lion King couldn't sustain that lease.) But I digress... Sure, Virgin Megastore was doomed either way. Again, rent kills in New York, so you better own and flip, or generate money and skip. But fact is, nobody wants to schlep over to a warehouse in the busy section of a fast town. Moreover, the real beauty of a music store is how it briings music lovers of common taste into to close proximity of each other. Hmmm... Hey, wait, you can do that online...

Thus, though it may look like the Virgin Megastore chain and TRL are victims of the "Economic Tragedy of '08," the reality is that both media spawns are victims of a shifting culture. A culture whose participants, it would appear, are bent on being able to choose their form of brainwashing and bandwagon jumping. (Just kiddin'. No, I'm not... For real, just kiddin'... Well, O.K., for some people, no, I'm not...) And "choice" is exactly what the Virgin Megastore chain and TRL did not provide. Both just centralized their product offerings, (even though the centralization in music is kind of an oxymoron). Neither provided anything particularly "new" and/or engaging. I once traveled to two separate Virgin Megastores looking for two specific Led Zeppelin albums. Of course neither store had them. But I was told by sales associates that they could "order it for me, and they'd call me when it arrived." (I ordered the albums myself from Amazon.com and received them 48 hours later.) TRL increasingly became more and more paranoid that their tweens were growing up, (um, that's because they were), and as a result, the show became more and more predictable: guests began to mimic the style of other guests; hosts begin to mimic the style of other hosts; and crowds just struggled to keep up with the giant cardboard "applause" signs.

So now these two media spawns will be no more. Virgin Megastore is dead, and I hope the idea of a "mega music store" has died along with it. (Well, iTunes lives, but at least it's not a brick and mortar eyesore.) TRL, on the other hand, isn't really "dead" dead. Remember MTV's Club MTV or The Grind? Yeah, those were just early prototypes for TRL--MTV hadn't yet figured out the whole "maximize profit by controlling the audience thing." No, MTV could "retool" and spin TRL out as something new, if they wanted to. But I doubt that will happen, I don't think MTV is that foolish, after all, they did get out of the video business and into the television/movie making business rather quickly.

For details of the Virgin Megastore U.S. closings, see report in The Wrap.

-Amir Said

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