Key Episodes: Jem (1985-1988)
from Reel Deep Dive Hosted by Ryan Valentine
A virtual band descended from the precedents set by the likes of Alvin & The Chipmunks and The Archies, Jem & The Holograms were launched in 1985 by the toy company Hasbro. Hoping to capitalize upon the smash success of the music video format popularized by MTV, Jem would lace pop songs alongside a formula set by syndicated animated programs like He-Man & The Masters Of The Universe, Transformers, My Little Pony, and GI Joe: A Real American hero. Like those cartoons, Jem exploited the deregulated programming standards of the Reagan era to essentially become a extended commercial for a line of dolls, each packaged with a cassette tape containing one of the cartoon's musical numbers. While a ratings success upon its first season, Jem burned out fairly quickly (a trajectory not helped by Mattel's efforts to stifle Jem's space on toy shelves by releasing a musically-themed Barbie line). Revivals have been somewhat muted when contrasted against most of Jem's 80's peers, but the property has maintained a loyal cult audience of younger Gen-Xers and older millennials who have nostalgic attachment to its pastel palette, new wave aesthetic, goofy demeanor, and catchy theme song. Ryan is joined by Sylvan for an examination of three episodes from Jem's first two seasons. Thematic points under discussion include the exploitive practices of the recording industry, queercoding in the era of Saturday morning cartoons, and Paul Dini's longstanding crush on Zatanna.
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