The films recount three phases in the development of MTV Europe: incubation (the mavericks that built MTV, 1991); maturity (when the risk paid off and MTV became a force to reckon with, 1996); and peak in 1997 (when even the British media establishment, the most reluctant to accept MTV, recognised MTV's seminal contribution in the visual arena); 1997 was also the end of an era – that of a single channel for a pan-European audience - and a new beginning for MTV Networks Europe and by extension, the age of (corporate) cool marketing.

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