HISTORY OF MUSIC VIDEOS
Today, music videos are important for the promotion and star image of an artist. However, the beginnings of music videos had other uses.
How can people consume music videos?
- TV
- YouTube
- Vevo
- Blogs e.g. Tumblr
- Social media
- Illegal downloads
- iTunes
- Tidal
- Worldstar
How has developments in music videos affected the way audiences consume them?
- easier access to videos
- larger interest and more diverse interests
- a cater to all of these interests
- something to keep up with, feel connected to
on the other hand,
- hype of new platform has dissolved
- overexposure led to mainstream ideas hard to replace
- loss of interest, no awareness of new niche ideas
A timeline with key events in music industry history explains how music videos have developed in terms of ideas and purpose.
1929: SONGS AND MOVING IMAGES
Bessie Smith in a two-reel short film called Saint Louis Blues, featuring dramatized performance of the hit song.
This is not regarded as a music video as the intention was to promote the film, rather than the song - and no connection with an audience was established.
Bessie Smith in a two-reel short film called Saint Louis Blues, featuring dramatized performance of the hit song.
This is not regarded as a music video as the intention was to promote the film, rather than the song - and no connection with an audience was established.
1940: WALT DISNEY
Released Fantasia, an animated film based around famous pieces of classical music.
This is not regarded as a music video, rather a genre associated with film.
Released Fantasia, an animated film based around famous pieces of classical music.
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Moving images and animations are not considered as music videos; they are just basic editing of images to films and/or musicals, which was a big genre of film during this period. Ultimately, music videos did not exist.
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1956: TONY BENNETT
Filmed walking in Hyde Park for his song Stranger In Paradise. The single/video wasddistributed in the US and UK. Bennett claims he made the first music video. He did not do it to promote, nor avoid a performance.
Filmed walking in Hyde Park for his song Stranger In Paradise. The single/video wasddistributed in the US and UK. Bennett claims he made the first music video. He did not do it to promote, nor avoid a performance.
1964: THE BEATLES
Their video is arguably the first music video. It set out the basic foundations of today's music videos, influencing contemporary musicians at the time to create similar moving images to accompany their music.
Their video is arguably the first music video. It set out the basic foundations of today's music videos, influencing contemporary musicians at the time to create similar moving images to accompany their music.
1966: 'THE MONKEES'
TV show consisting of a specially made musical segment to accompany each episode. Eventually, they recognized their talent and began making music seriously.
Though this may not be considered a music video because it was part of a TV show.
TV show consisting of a specially made musical segment to accompany each episode. Eventually, they recognized their talent and began making music seriously.
Though this may not be considered a music video because it was part of a TV show.
1966: TOP OF THE POPS
The formation of TOTP caused a rise in importance of promoting a single. Music videos now had a clear purpose. TOTP had a limited number of performances, which introduced competitions between mainstream artists. This was the beginning of pop culture and redefined music video standards.
The formation of TOTP caused a rise in importance of promoting a single. Music videos now had a clear purpose. TOTP had a limited number of performances, which introduced competitions between mainstream artists. This was the beginning of pop culture and redefined music video standards.
1967: THE BEATLES
More modern Beatles videos used new techniques, borrowed from film, such as effects, drmaatic lighting, camera angles and a rhythmic ending. Goodwin's theory comes into the equation as common conventions start to be established such as lyrics and visuals.
More modern Beatles videos used new techniques, borrowed from film, such as effects, drmaatic lighting, camera angles and a rhythmic ending. Goodwin's theory comes into the equation as common conventions start to be established such as lyrics and visuals.
- AGE OF MODERN VIDEOS -
1975: QUEEN
By some, 'Bohemian Rhapsody' music video is considered to be the first ever official music video. This is because it was the first to be recorded in 'video' format. The terms 'first music video' applies here, rather than 'first promo film' like that of Bessie Smith.
Though others disagree that this is the first video, as it was only created to replace an unattended live performance.
By some, 'Bohemian Rhapsody' music video is considered to be the first ever official music video. This is because it was the first to be recorded in 'video' format. The terms 'first music video' applies here, rather than 'first promo film' like that of Bessie Smith.
Though others disagree that this is the first video, as it was only created to replace an unattended live performance.
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1970-80: KEY DEVELOPMENT
Between this time period, music videos were developing in their production style and quality. Videotape recorders and portable video cameras were coming into fashion. This allowed for an expanding array of cinematography techniques. Pop acts were now producing promotional videos quickly and cheaply to stay on Top Of The Pops. By the mid-80s, it became the standard thing to accompany a single with a music video. They started to invest within high budgets - creative effects were being achieved. For example, Blame It On The Boogie by Jackson 5 featured the use of green screens.
Between this time period, music videos were developing in their production style and quality. Videotape recorders and portable video cameras were coming into fashion. This allowed for an expanding array of cinematography techniques. Pop acts were now producing promotional videos quickly and cheaply to stay on Top Of The Pops. By the mid-80s, it became the standard thing to accompany a single with a music video. They started to invest within high budgets - creative effects were being achieved. For example, Blame It On The Boogie by Jackson 5 featured the use of green screens.
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1981: MTV LAUNCH
The first video aired on MTV was Video Killed The Radio Star by The Buggles. Today, this choice is regarded as highly controversial as the lyrics dwell on the issue of radio being replaced with visual arts. It claims that listening to, and appreciating musical talent has been overthrown by the demand for superficial entertainment, leading to the construction of pop-stars and commercialisation.
The first video aired on MTV was Video Killed The Radio Star by The Buggles. Today, this choice is regarded as highly controversial as the lyrics dwell on the issue of radio being replaced with visual arts. It claims that listening to, and appreciating musical talent has been overthrown by the demand for superficial entertainment, leading to the construction of pop-stars and commercialisation.
Generally artists began to use more sophisticated effects in their videos, and added a story line or plot. Goodwin's theory starts to become more relevant as these changes occur, e.g. the idea of a narrative based video.
1984: MICHAEL JACKSON
'Thriller', argued as the first concept of a short film, features an equilibrium, disequilibrium and new-equilibrium (as outlined by Todorov). This took music video format to a higher level; standards once again being redefined. A new approach was considered, inspired by Thriller - to produce a video that would be banned or edited, using controversy and publicity to promote the release. Top Of The Pops began to censor music video content, which is now what we know as the watershed.
'Thriller', argued as the first concept of a short film, features an equilibrium, disequilibrium and new-equilibrium (as outlined by Todorov). This took music video format to a higher level; standards once again being redefined. A new approach was considered, inspired by Thriller - to produce a video that would be banned or edited, using controversy and publicity to promote the release. Top Of The Pops began to censor music video content, which is now what we know as the watershed.
Another example of the beginnings of controversy in music videos is Girls on Film by Duran Duran. Today, the portrayal of women in this video is mainstream and no longer controversial to the public eye, though debatable to fall under objectification.
MID 1980'S: MADONNA
Madonna grew in popularity due to skillful construction and seductive appeal of her music videos. Women were now more open in terms of portraying their sexuality through the media.
To some, this was the start of a 'golden era' of music videos. Others see it as hastening the death of the musical artist, as the focus in the music industry has shifted from talent to appearance. Within mainstream genres, physical appearance is critical to the promotion of a product.
Madonna grew in popularity due to skillful construction and seductive appeal of her music videos. Women were now more open in terms of portraying their sexuality through the media.
To some, this was the start of a 'golden era' of music videos. Others see it as hastening the death of the musical artist, as the focus in the music industry has shifted from talent to appearance. Within mainstream genres, physical appearance is critical to the promotion of a product.
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Why were music videos so controversial in the 80s? I think as they were a fresh concept, rules and regulations had not yet been established. People wanted to express regular parts of life through their production, and there was nobody to tell them it was wrong. Watersheds did not exist yet. People had never been offended by it before so there was no warning. In the early 20's, the only way to be public was the be modest - so these radical and raw music videos opened doors which shocked the nation.
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HOW HAVE MUSIC VIDEOS CHANGED OVER TIME?
Music videos have grown in sync with technology. As new gadgets were being created, artists took advantage and enhanced their production techniques and styles with these. Other developments in technology, such as the internet, serves multiple platforms of international promotion for a single. The purpose of a video has also changed. In the beginning, they were made purely for the entertainment of the audience. Music videos are now designed for monetary needs; artists are in intense competition with each other to make a profit. Finally, the attitudes toward music videos are different now than they used to be - the portrayal of sexuality was once criticized, now it is highly appreciated and advertised.
Music videos have grown in sync with technology. As new gadgets were being created, artists took advantage and enhanced their production techniques and styles with these. Other developments in technology, such as the internet, serves multiple platforms of international promotion for a single. The purpose of a video has also changed. In the beginning, they were made purely for the entertainment of the audience. Music videos are now designed for monetary needs; artists are in intense competition with each other to make a profit. Finally, the attitudes toward music videos are different now than they used to be - the portrayal of sexuality was once criticized, now it is highly appreciated and advertised.
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It is important to know the history of music videos before making one. The way other people's ideas have shaped and formed are useful in creating your own. From a public point of view, it's useful to consider if the way one responds to ideas is a replica of past societies or not.
Lara, an excellent post here. The important key dates highlighted in the music video history. Good that you state why some videos were and were not considered music videos at the time. Your work is illustrated very well and the start of your post is great to show how you have considered changes in the industry.
ReplyDeleteTo improve;
-discuss the ideas behind 'Video killed the radio star' some more
-why do you think so many controversial videos were made in the 80;s?
-who would you argue made the first music video and why?
I can see that you have discussed controversy in the 80's, but cant see how you have suggested as the first music video.
ReplyDelete