MTV Co-Founder Recalls A Wild Visit With David Bowie And Paul McCartney In A Sauna In Switzerland, And My FOMO Is Too Real

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As a lifelong movie and music fan, I’ve always been fascinated by stories about the biggest stars. And this one is incredible! Apparently, back when MTV was just starting out, one of its founders, Tom Freston, found himself in the most surreal situation. He was in a sauna in Switzerland – wearing nothing but a towel, no less – and both David Bowie and Paul McCartney were there with him! Seriously, can you imagine? It’s a story that sounds completely unbelievable, but it actually happened.

In The Beginning, MTV Wasn’t A Sure-Fire Hit

In his new memoir, Unplugged: Adventures From MTV to Timbuktu, MTV co-founder Tom Freston shares a wild story from the network’s early days. Vanity Fair recently published a preview of the book, detailing how MTV ambitiously pursued a marketing campaign featuring music’s biggest names. They hoped to get both Mick Jagger and David Bowie on board, which seemed like a long shot at the time. The story also involves a surprising contribution from Paul McCartney.

Freston says the famous “I Want My MTV” campaign started at this point. He asked his coworker, Les Garland, to convince Mick Jagger – who had once tried out for the part of Frank in The Rocky Horror Picture Show – to appear in a commercial. Freston himself took on the challenge of getting David Bowie on board. It was a daring plan for two young executives at a cable channel that hadn’t yet become a cultural force. Garland managed to secure Jagger’s participation for just one dollar, as Freston recalls.

“Mick, we’re broke,” Garland said. “But if this is about money, I’ll give you a dollar.” He placed a single dollar on the table. It was a tense moment, but Jagger burst out laughing. “I like you, Garland,” he said. “I’m in.”

Boom, one megastar was in. For Freston, things were a little trickier and a lot more exotic.

Freston Went Where The Stars Were

So, Mick Jagger was really pushing for music videos, wanting to be on MTV, and that gave Les Freston the opening he needed. He actually reached out to someone close to David Bowie, and as he wrote in his memoir…

David Bowie had a long-time friend and assistant named Coco Schwab. While many people managed him and different record labels came and went, Coco remained a constant presence. I reached out to her and asked if David would be interested in appearing in an ‘I Want My MTV’ commercial.

Freston and his coworker, Dale Pon, quickly traveled to the Alps with a small filming team and a lot of gear. Once there, Bowie, experienced with movie-making, and his team took the lead, according to Freston.

Schwab made us move all the equipment outside into the snow and set up at the base of a secluded hill. Bowie then skied down, clearly enjoying himself. He was at the height of his popularity after releasing ‘Let’s Dance.’ As he skied, he resembled a surfer – blond hair, a fitted parka, and sunglasses – and headed straight for our location.

Then they got what they wanted:

Let me tell you, working with Bowie was something else. He had this incredible vision for the MTV commercial – picture him skiing down a slope, hitting the bottom with a flourish, dramatically taking off his sunglasses, and then, beaming, declaring, ‘I want my MTV!’ He even suggested we digitally add the MTV logo to his skis in editing. Thankfully, we nailed the spot in just a few takes. It was a simple idea, perfectly executed, and exactly what we were hoping for.

The story doesn’t end with the now-famous commercial, though.

Bowie Invited Freston To His Hotel For A Sauna Session

After the photoshoot, David Bowie invited Freston to join him for a sauna session at his hotel. It’s easy to imagine how tempting that invitation must have been – and I’m sure many others felt the same way! Here’s how Freston remembers it:

I found Bowie relaxing in the spa, and we went into the sauna together. There was just one other person inside, sitting way in the back on a high bench, almost hidden by the steam. I strained my eyes, and it was Paul McCartney! I couldn’t believe I’d ended up in a sauna with two legends.

It’s true – Freston not only ended up sweating it out in a sauna with David Bowie, but Paul McCartney – who will soon be the focus of a Beatles movie – was there with them! Freston himself was amazed, as he explains:

David Bowie, Paul McCartney, and Tommy Freston were all hanging out, wrapped in towels after a swim, and we just chatted casually for about half an hour. They were really open and interested in hearing about MTV, and I felt incredibly thankful for the opportunity to talk with them.

It’s hard to describe how amazing this was! I rarely get overwhelmed meeting people, but this was different. Spending time with two legendary rock stars would be incredible under any circumstances. But to be relaxing with them in a sauna, discussing the launch of a groundbreaking new MTV that was about to change everything? It was unbelievably surreal!

The slogan “I Want My MTV” quickly became incredibly popular and one of the most memorable advertising campaigns ever, featuring appearances by many famous stars. Surprisingly, the idea for the campaign began on a ski trip in the Alps, and was further developed during a sauna session with David Bowie and a member of The Beatles.

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2025-10-21 20:10