RockAmerica is a

music video A music video is a video that integrates a song or an album with imagery that is produced for promotion (marketing), promotional or musical artistic purposes. Modern music videos are primarily made and used as a music marketing device intended to ...

subscription service for professional

disc jockey A disc jockey, more commonly abbreviated as DJ, is a person who plays recorded music for an audience. Types of DJs include Radio personality, radio DJs (who host programs on music radio stations), club DJs (who work at nightclubs or music fes ...

s based in

New York City, New York New York, often called New York City (NYC), is the List of United States cities by population, most populous city in the United States, located at the southern tip of New York State on New York Harbor, one of the world's largest natural harb ...

. Founded in 1980 by Ed Steinberg, it was the first company to offer music videos on a subscription basis, and provided a vital channel before the establishment of

MTV MTV (an initialism of Music Television) is an American cable television television channel, channel and the flagship property of the MTV Entertainment Group sub-division of the Paramount Media Networks division of Paramount Global. Launched on ...

and other television outlets. Founded on the heels of successful

record pools A music pool or DJ record pool is a regionalized and centralized method of music distribution that allows DJs (disc jockeys) to receive promotional music to play in nightclubs and other events such as weddings, festivals and on the radio. Record l ...

that would distribute

disco Disco is a music genre, genre of dance music and a subculture that emerged in the late 1960s from the United States' urban nightclub, nightlife, particularly in African Americans, African-American, Italian-Americans, Italian-American, LGBTQ ...

and new wave records to DJs, the company applied the same principle to music video but with important differences. The videos, which were obtained from record labels both

major Major most commonly refers to: * Major (rank), a military rank * Academic major, an academic discipline to which an undergraduate student formally commits * People named Major, including given names, surnames, nicknames * Major and minor in musi ...

and

independent Independent or Independents may refer to: Arts, entertainment, and media Artist groups * Independents (artist group), a group of modernist painters based in Pennsylvania, United States * Independentes (English: Independents), a Portuguese artist ...

, were gathered into compilations. Clubs could subscribe and receive fresh tapes on a monthly basis. However the tapes had to be returned at the end of two months. Further conditions were dictated by copyright concerns. Clubs were not supposed to play the reels continuously but to mix them into other programming. The clubs were also mandated to provide monthly 'response forms' to RockAmerica from which the company produced a video chart, as well as more detailed analysis that could be purchased by marketers. The first program included videos by artists Madness,

XTC XTC were an English rock band formed in Swindon in 1972. Fronted by songwriters Andy Partridge (vocals, guitars) and Colin Moulding (vocals, bass), the band gained popularity during the rise of punk and new wave in the 1970s, later playing ...

David Bowie David Robert Jones (8 January 194710 January 2016), known as David Bowie ( ), was an English singer, songwriter and actor. Regarded as one of the most influential musicians of the 20th century, Bowie was acclaimed by critics and musicians, pa ...

The Flying Lizards The Flying Lizards were an experimental English new wave band, formed in 1976. They are best known for their eccentric cover version of Barrett Strong's "Money", featuring Deborah Evans-Stickland on lead vocals, which reached the UK and North ...

The Ramones The Ramones were an American punk rock band formed in the New York City neighborhood Forest Hills, Queens in 1974. Known for helping establish the punk movement in the United States and elsewhere, the Ramones are often recognized as one of t ...

and

Ian Dury Ian Robins Dury (12 May 1942 27 March 2000) was an English singer, songwriter and actor who rose to fame in the late 1970s, during the punk rock, punk and new wave music, new wave era of rock music. He was the lead singer and lyricist of Kilburn ...

. The company rapidly signed up a number of east coast clubs. The company also produced videos for a number of NYC artists including the Bush Tetras and, notably, the video for

Madonna Madonna Louise Ciccone ( ; born August 16, 1958) is an American singer, songwriter, record producer, and actress. Referred to as the "Queen of Pop", she has been recognized for her continual reinvention and versatility in music production, ...

's debut single Everybody. By the summer of 1983 RockAmerica had 300 subscribers. In its early days Bob Pittman of MTV based his programming on RockAmerica's chart. The company remained influential in the 1990s playing a crucial role in breaking the

boy band A boy band is a vocal group consisting of young male singers, usually in their Teenage, teenage years or in their twenties at the time of formation. Generally, boy bands perform love songs marketed towards girls and young women. Many boy bands ...

phenomenon. In 2005 RockAmerica was acquired by the Retail Entertainment Design company. In 2007 Steinberg was made a Vice President of RockAmerica’s owner.

References

Companies established in 1980 DJing Music video networks in the United States Television production companies of the United States Video rental services Companies based in New York City {{music-video-stub