music video
A music video is a video of variable duration, that integrates a music song or a music album with imagery that is produced for promotional or musical artistic purposes. Modern music videos are primarily made and used as a music marketing device ...
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 DJs (who host programs on music radio stations), club DJs (who work at a nightclub or music festival), mobile ...
s based in
New York City, New York
New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
. 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 and other television outlets.
Founded on the heels of successful record pools that would distribute disco 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 and
independent
Independent or Independents may refer to:
Arts, entertainment, and media Artist groups
* Independents (artist group), a group of modernist painters based in the New Hope, Pennsylvania, area of the United States during the early 1930s
* Independ ...
, 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 (guitars, vocals) and Colin Moulding (bass, vocals), the band gained popularity during the rise of punk and new wave in the 1970s, later playing in ...
,
David Bowie
David Robert Jones (8 January 194710 January 2016), known professionally as David Bowie ( ), was an English singer-songwriter and actor. A leading figure in the music industry, he is regarded as one of the most influential musicians of the ...
,
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 US re ...
,
The Ramones
The Ramones were an American punk rock band that formed in the New York City neighborhood of Forest Hills, Queens, in 1974. They are often cited as the first true punk rock group. Despite achieving a limited commercial appeal in the United S ...
and
Ian Dury
Ian Robins Dury (12 May 1942 27 March 2000) was a British singer, songwriter and actor who rose to fame during the late 1970s, during the punk and new wave era of rock music. He was the lead singer and lyricist of Ian Dury and the Blockheads ...
. 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
Bush Tetras are an American post-punk band from New York City, formed in 1979. They are best known for the 1980 song "Too Many Creeps", which exemplified the band's sound of "jagged rhythms, slicing guitars, and sniping vocals".Madonna'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 phenomenon.
In 2005 RockAmerica was acquired by the Retail Entertainment Design company. In 2007 Steinberg was made a Vice President of RockAmerica’s owner.