With its ever-changing sensibility, MTV has become an adjective, a language, a style, and a system unto itself, mimicked by advertisers, magazines, and others seeking that coveted 12-24 demographic. From its blockbuster (1999) video music awards campaign to the unforgettable "itchy" ads to its on-air promos featuring the likes of Chris Rock, the Wayans Brothers, and Jack Black, among others, MTV's design and promos departments are about ideas that stick, unlike the Teflon approach of most pop culture today. MTV has consistently been at the vanguard of contemporary visual media, producing work that is unique in its extraordinary global reach and in its pervasive influence on high and low culture. With an introduction by Moby, anecdotes from the MTV design and promos staff, and more than three hundred color images, including the work of photographers David Lachapelle, Mark Seliger and Dewey Nicks, along with video and print work from Anton Corbijn, Traktor, Hunter Gatherer and Modernista, Not Teflon is as innovative and provocative as the creative work it compiles.
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