History of Music Videos

History of Music Videos

In recent years audiences have been able to consume music videos on a higher scale through a number of different forms of media that have evolved from the standard viewing of music videos on music channels. In recent years consumers have been given the opportunity to view their favourite artists music videos through media channels that have been developed. Consumers are given the choice of viewing music videos that are free and also bought versions, which can then be viewed continuously. The most recent ways in which audiences can view music videos include YouTube and Vevo which are free ways for audiences to watch music videos through the internet. Another way in which audiences can view music videos is through downloading them off of iTunes which can however incur them a charge. Although once downloaded the viewer is then able to import the music video onto an iPad, iPod or iPhone where they can then repeatedly watch the video in addition to viewing them on iTunes via their computer. Music videos were produced as a marketing device to promote songs to an audience through a short film sequence to allow them to become more engaged with the artist and to understand more surrounding their music. 

The music video industry has somewhat developed and expanded on a huge scale, providing audiences with an increased number of ways to view music videos. Audiences now have the opportunity to view music videos on music channels, the internet and by downloading them. Therefore music videos are more diversely marketed by allowing viewers to watch them wherever they may be. This therefore creates greater competition for artists to become successful and have audiences become fans of their music. This is because it is not primarily down to the song to appeal to the audience, an appropriate music video is also now necessary in society for a song to become successful. In turn a music video that is not well executed may substantially reduce the success of the artists song. 

 

In 1884, Edward B. Marks and Joe Stern hired an electrician and a number of performers to promotes the sales of their song. The electrician used a magic lantern and projected a series of still images onto a screen simultaneous to the live performances. This became known as the 'illustrated song' and was the first step towards music videos.

 

In 1974, the Australian TV shows Countdown and Sounds were significant in developing and popularizing the music video genre in Australia and other countries. The TV shows established the importance of music video clips as a means of promoting both emerging artists and new releases by established artists.

 

The long-running British TV show Top of the Pops began playing music videos in the late 1970s. BBC placed strict limits on the number of 'outsourced' music videos that Top of the Pops could use. In turn a good music video would increase the sales of a song as viewers anticipated to see it again the following week. In 1980, David Bowie achieved his first UK number one with his eye catching promo for 'Ashes to Ashes'. It included special effects which allowed the visuals to sustain a somewhat cartoon/drawn effect. 

The first music video channel, MTV, was launched on August 1st 1981 and was primarily created for the play of music videos 24 hours a day. This  gave audiences the opportunity to view a video that goes alongside a song allowing them to engage deeper with the artist and their song, through this they are provided with an accurate perception of the artists song. When MTV was first aired its main target audience was young adults, but now it is targeted at adolescents in addition to young adults. The first music video that was aired on MTV was Buggles, Video Killed The Radio Star. The music video was made on a budget of $50,000 and was filmed in only a day. The music video was best known as marking the debut of MTV and therefore helped its success begin. 

 

Two key innovations in the development of music videos were relatively inexpensive and easy-to-use video recording and editing equipment, and visual effects created with techniques such as image compositing. Image compositing is also publicly known as the use of a green screen. The use of this piece of technology is evident in Miley Cyrus' 'The Climb' music video. The incorporation of the green screen allows the audience to understand the narrative and concept behind the music video in more depth, providing them with a more enhanced viewing.

In 1983, one of the most iconic, influential and successful music videos of all time was released. It was Michael Jackson's song Thriller, and the music video was an outstanding 14 minutes long. The set of the music video set extremely high standards for production, having cost $800,00 to film. This particular music video, along with Billie Jean and Beat it, another two of Michaels music videos, were instrumental in getting music videos by African American artists played on MTV.

 

YouTube has become increasingly popular to view music videos on, allowing artists to market their music to a wider audience. Due to YouTube being free for consumers to view music videos it entices them to experiment with listening to new artists and music of different genres. This in turn allows artists to attract a wider audience if their music video is executed successfully. The most watched music video on YouTube to date is Psy, Gangnam Style which was uploaded on July 15th 2012. In just over a year it has gained over 1,830,000,00 views. The level of views is extremely shocking due to the fact that Gangnam Style was the first song of artist Psy. This therefore illustrates how important YouTube has become with promoting music videos of artists and enticing viewers to experiment with new and upcoming artists. In addition to this Psy, Gangnam Style topped the number of views by artists such as Justin Bieber, Miley Cyrus and Beyonce, conveying how powerful YouTube is within the music video industry. 
 

Nowadays music videos tend to have extremely high budgets, especially for powerful artists within the music industry. This is so that artists can make music videos that are unique and include a number of high quality aspects that appeal to their target audience. The budget of a music video is extremely important as the music video is what assists promoting an artists music. To this day the most expensive music video to ever be made was Scream by Michael Jackson and Janet Jackson which cost a whopping $7,000,000. This extreme cost was down to the fact that Michael Jackson insisted he had a spaceship built from scratch as he didn't want to film his music video on a normal set. This highlights how artists hold the aspect of a music video in high regard and anticipate to produce a music video which will assist in increasing the success of their music.



The extensive budget spent on this music video is in complete contrast to any other music video produced ever since. This is evident in Jessie J's 'Its My Party' music video which was produced this year (2013) and is highly appealing to audiences yet was not created on an extremely high budget. This shows how a successfully executed music video will allow an artist to present their music to viewers and gain public interest without the extreme price tag to it.

Music videos have become more high quality and contain a vast number of special effects to improve the impact it has on the viewers. Creating a highly technical music video allows an artists music to have a greater impact on viewers. The more diverse a music video the more likely a person is to remember it and enjoy it. The use of green screens and special effects have become increasingly popular to enhance the concept within a music video to allow the audience to understand the events of it in more depth. Over the years it is clear that with the development of technology special effects have become increasingly popular and of higher quality in the most recent years. Special effects were evident in the late 80s but somewhat gave music videos an unappealing look as technology was not as developed as present times. Special effects were seen in Michael Jacksons Leave Me Alone music video where elements were given a cartoon effect. In recent years the development of technology has allowed artists to produce music videos which have a greater impact on the audience due to the high level of special effects they have used.  One well known music video that incorporates an array of special effects is Rihannas 'We Found Love'. One of the elements the music video includes is a time lapse which focusses the audiences attention on the artist in the music video. A further element incorporated is the projection of images onto a wall of which Rihanna is seen standing in front. These special effects included in her music video allow it to be more visually appealing to viewers which is likely to attract a wider audience. In addition to this special effects allow viewers to understand the narrative and/or concept of a music video in more depth.

 
The use of music videos allows a song to get more media attention persuading more people to watch. This is mainly through the media channels of YouTube and music channels. This is achieved through a successful music video being executed that directly relates to the genre of the artists music. By doing this it would increase the artists chances of gaining public interest in their music. However a successful music video may not necessarily be the key for an artist to receive an extremely high number of views. Artists that continuously top the level of views their music videos receive include; Miley Cyrus, Justin Bieber, Psy etc. These artists are extremely popular and mainstream within the music industry, therefore their high level of popularity may be due to extreme fans constantly revisiting the artists music video to increase its level of interest and therefore meaning the artist tops the list of producing the most watched music video.

 

 

Over the years music genres have developed drastically. From the typical music genres such as pop and classical a number of other music genres have evolved over the years. Genres now known within society include; dance, hip-hop, indie, rock etc. The increase in the types of genres that music can be put into allows artists to create music that is more specifically aimed at an audience. Due to the increase in music genres it allows artists to enhance the ability of their music to be more appealing and attract the right target audience as they can aim their music a a tight group of people interested in that particular genre. In addition to these genres, society has seen a cross over between a number of genres in recent years, such as; Pop-Rock and Indie Rock. The development of these cross over genres allows an artist to evolve their music to appeal to a wider audience. The Pop genre is known as a mainstream genre that is extremely popular in society. Artists within this genre include Katy Perry, who produces somewhat fictional style music videos, appealing to a wide audience of a range of ages.

The Rock genre specifically appeals to a certain audience, and it may be difficult for artists to branch out to appeal to a wider audience due to their style of music. Rock artists include the band Thirty Seconds To Mars. As the band are of the Rock genre their music is somewhat powerful and loud due to the use of drums as a main instrument, it is therefore more likely for the band to create an impact on their fans.

Rock music is seen as relatively diverse and unique appealing to a specific audience. Whereas due to the evolving of cross over genres, artists with a pop or rock style of music are now able to target their music at the Pop-Rock genre. Avril Lavigne is an artist within this genre and it is evident that she appeals to a young audience and also an older audience due to the diversity of her music. Her music somewhat evokes a fictional atmosphere whilst still conforming to rock conventions through her music and also visually. In turn increasing the level of interest she is likely to receive from viewers.

 

By conducting extensive research into the history of music videos I have been able to widen my knowledge surrounding how the consuming of music videos has developed over the years. I have learnt of the various media platforms that music videos are presented on and am therefore aware of using YouTube to present my music video will benefit myself and my group the most. This is because YouTube is an extremely popular website and therefore we would be able to gain vital feedback surrounding our music video. In addition to this I have learnt how the elements of music videos have developed over the years and has therefore informed me of components I could combine to improve the quality of my music video.