After two decades away from the public eye, Ruth Infarinato remembers her time on MTV

More than three decades after the beginning of MTV Latin Americathe figure of Ruth Infarinato is still a television icon musical. His time on the channel marked a generation that grew up among video clips, rebellion and new ways of consuming music.

With a career that went through cultural and technological changes, Ruth retains the same lucidity with which she lived that time. Your testimony allows relive the era where music was seen, expected and shared in a different way.

In dialogue with Clarionshares with us his memories, his beginning, the decisions that marked his career and the perspective he has on the legacy and the end of MTV.

On August 1, 1992, the era began MTV Latin America with the conducting by Ruth Infarinato (Argentina), Alfredo Lewin (Chile) and Gonzalo Morales (Mexico). None of them had experience in television, which allowed them to better represent the audience.

Ruth Infarinato in a shooting for MTV. Photo: courtesy Ruth Infarinato.

Ruth participated in many programs, but was interested in working where she felt comfortable. That’s why I had a program called Ozonededicated to electronic music. «I thought I had to be there,» he explains today from Paris, where he lives.

Another of the programs where he participated was Alternative Nationdedicated to promoting music Indie and experimental, which later ended up being Mainstream.

At first, she sported a conventional hair style until she decided to get a radical change of look: her iconic short colored hair. She is remembered for that image, although at the time it was highly criticized. «They called me a lesbianthat was common at that time, luckily not now,» he maintains.

«I remember it as a change that cost me a lot internally at the channel… I I think they had thought about kicking me out«, he confesses. «On a visit from executives from MTV Europe they said ‘How great this girl is!’ And that helped me a lot.»

Over the years he had to report many news, but one of the most difficult was the death of Kurt Cobain. «It was a great impact, I I was very shocked«, he reveals.

Ruth was the first to represent Argentina on MTV, but some time later she arrived Javier Andradealso Argentine. «I remember clearly when Javier arrived, a rock journalist that came from Argentina; very professional, very divine. I always had a very nice relationship with him,» he says.

In 2024, Javier died of pancreatic cancer. Ruth found out about the illness from her producer a few weeks before her death. «I wasn’t expecting the news…I have very, very fond memories,» he recalls. Ruth about Javier.

During his ten years on MTV He had the opportunity to interview many artists. «That was amazing.» Thus, he recalls, among other things, a fun interview with Metallica. «At first I was going to interview them and They looked at me with evil faces (laughs). Equal son re sweeties. I love that they play bad guys…they have an incredible live show, I recommend them«, account.

During a tour of Marilyn MansonRuth also had the opportunity to interview him at the backstage. «There was a problem, it wasn’t clear…In the middle of the interview someone comes to whisper something in his ear and he gets upset so he tells me ‘Come with me‘ (‘Come with me’). We went to the stage…When we came back, he was very calm and we came back almost almost holding hands«, he says laughing.

Ruth Infarinato backstage with Marilyn Manson. Photo: courtesy Ruth Infarinato

The impact and decline of MTV, through the eyes of the presenter

«At first we didn’t have the ability to understand what was happening»remembers Ruth. Over time, he understood the phenomenon: «MTV was defining the way in which music was consumed; it was not just listening, but watching the videos. You saw styles, the artist.»

And he explains: «The image and style of the artist weighed as much as the song.» For her, the channel was key to the creation of trends and the expansion of pop culture. «The programs begin to edit in a different way, to generate art; they begin to have much more movement.»

But it was also witness of decline. With the arrival of the Internet, MTV sought to reinvent itself with the incorporation of reality showsa format with which he never agreed: «I didn’t like reality shows at all; I was totally against that format…I think that format ends up ending MTV«.

Ruth Infarinato with basketball player Dennis Rodman. Photo: courtesy Ruth Infarinato

In this sense, for her, The closure of the channel reflects a cultural change. He explains it this way: «Musical culture became more horizontal and personalized, before it was more vertical and massive.» And he adds: «Perhaps without a channel to promote it, it will be more difficult for emerging artists to stand out among so much offer.»

Also observe How the relationship with music was transformed: «The previous bond with the artists was deeper. Now it is less communal and more ephemeral.» And he reflects: «We must not forget that many albums were created to be listened to as a unitwith a narrative, with a common thread».

Ruth’s disconnection from television

After ten years on MTV, he decided to step aside. «Then they offered me many participations, programs; but everything was on television,» he says. «MTV was television but at the same time it was not, it was music… it had freedoms that it would not have in another program.»

With the rise of realitys and gossip programs, moved even further away from the medium. «I don’t judge that change as good or bad, I simply wanted a more private life and doing something else where I wasn’t the focus,» he confesses.

Ruth Infarinato with Keith Richard and Alex Pels. Photo: courtesy Ruth Infarinato

When MTV moved its production to Argentina or Mexico, he could have continued, but he didn’t want to: «I didn’t feel like moving back to Argentina to continue with the project. Plus I was older, for a long time I represented the audience, I was the audience…It no longer represented the audience or me.«.

After two years of rest, Ruth found another way to connect with music. He started working as advisor on digital platforms.

A new chapter: «I felt like I was collaborating on something»

In 2006, Shakira founded ALASan organization to promote early childhood development in Latin America. Ruth was summoned to join as communications director. «At that moment Shakira was able to generate spaces and conversations about early childhood development. She was very supported by Antonio de la Rúa,» he details.

The foundation promoted by Alejandro Sanz, Ricky Martin and Miguel Bosé, sought to place the issue on the governments’ agenda. Ruth assures: «I felt like I was collaborating on something»

Ruth Infarinato posing for Ocean Drive magazine. Photo: Courtesy Ruth Infarinato

After six years, she had to leave her position when she became pregnant and prioritize your health. The foundation continued to operate from Colombia.

Ruth’s link with art: «There was something about the world of performance that interested me»

Long before MTVRuth was already exploring creative paths. At the age of twelve he lived return of democracy in Argentinaa moment that defines as a «Cultural Renaissance». «There were many songs that were prohibited, like music in English,» he says.

Although studied economics attracted by the situation of the country, He also trained in acting and clothing design. «I liked the world of art, design and influenced by my school…on some occasions I did lighting…when the lights came on, that place, the stage fascinated me.»

While studying design, I had a clothing store in the gallery Bond Street along with Marcelo Bosco and Alfredo Guzmán. It was at that stage when she was summoned to be costume designer and protagonist from the video clip by Cerati and Melero.

At a parade he met two Californian friends who They showed him the MTV format for the first time. «They had an idea, they wanted to do MTV… they showed me some cassettesthey tell me ‘watch this channel from the United States’. I said WOW, this is great.»

Some time later, Natalia Lobo called her to tell her about the MTV casting. He traveled to Miami, auditioned, and weeks later heard the message that would mark his life: «On my answering machine I heard a message saying that they were interested, ´Quedas contratada´…I had a great adventure ahead of me» says Ruth.

Originally, in the casting instance, MTV was looking for a man to represent Argentina. When casting «We are looking for a man in the world of rock and the male audience, but we liked it (the audition),» he revealed.

Ruth brought her acting side to light on the big screen

His acting training found a new space when starred alongside Gustavo Cerati the movie +Good (2001), directed by Eduardo Capilla. «I was quite busy but I wanted to participate,» she says.

Gustavo Cerati and Ruth Infarinato. Photo: Clarín

The filming found her in a stage of exhaustion: «Gustavo was very enthusiastic about the film and I was trying to destroy everything, I was in a stage of exhaustion from MTV,» she confesses.