A music video is a short video or film that accompanies a piece of music or a song. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings and to increase record sales. Although the origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium.
Prior to the 80s, these works were described by various terms including "illustrated song", "filmed insert", "promotional (promo) film", "promotional clip" or "film clip".
Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected.
Modern day music videos tend to be broken into five types;
- Performance
- Narrative
- Mixture – both performance & narrative
- Cameo – Artist/band feature but do not perform (Foo fighters)
- Animation
Many musical artists made their careers a success by using music videos. As an important part of the music industry, music videos not only showcase an artist's singing talent, but also how they perform. The history of music videos shows how the use of the videos transformed the music industry.
1981–1991: Music Videos Go Mainstream
In 1981, the U.S. video channel MTV launched, airing "Video Killed the Radio Star" and beginning an era of 24-hour-a-day music on television.
With this new outlet for material, the music video would, by the mid-1980s, grow to play a central role in popular music marketing. Many important acts of this period, most notably Adam and the Ants, Duran Duran and Madonna, owed a great deal of their success to the skillful construction and seductive appeal of their videos.
Some of the first music videos broad casted on MTV's first day on August 1, 1981 also included;
- "You Better Run" by Pat Benatar - MTV Video
- "She Won't Dance with Me" by Rod Stewart - MTV Video
A Video of the launch of MTV was eventually uploaded onto YouTube in 2009.
Two key innovations in the development of the modern music video were the development of relatively inexpensive and easy-to-use video recording and editing equipment, and the development of visual effects created with techniques such as image composting. The advent of high-quality colour videotape recorders and portable video cameras coincided with the DIY ethos of the New Wave era, enabling many pop acts to produce promotional videos quickly and cheaply, in comparison to the relatively high costs of using film.
In this period, directors and the acts they worked with began to explore and expand the form and style of the genre, using more sophisticated effects in their videos, mixing film and video, and adding a storyline or plot to the music video. Occasionally videos were made in a non-representational form, in which the musical artist was not shown. Because music videos are mainly intended to promote the artist, such videos are comparatively rare; three early 1980s examples are Bruce Springsteen's "Atlantic City", directed by Arnold Levine, David Mallet's video for David Bowie and Queen's "Under Pressure", and Ian Emes' video for Duran Duran's "The Chauffeur".
Other notable later examples of the non-representational style include Bill Konersman's innovative 1987 video for Prince's "Sign o' the Times" – influenced by Dylan's "Subterranean Homesick Blues" clip, it featured only the text of the song's lyrics—the video for George Michael's "Freedom 90" (1990), in which Michael himself refused to appear, forcing director David Fincher to substitute top fashion models in his place.
In 1983, the most successful and influential music video of all time was released — the nearly 14-minute-long video for Michael Jackson's song "Thriller".
The video set new standards for production, having cost US$500,000 to film. That video, along with earlier videos by Jackson for his songs "Billie Jean" and "Beat It", also was instrumental in getting music videos by African American artists played on MTV. Earlier, such videos had been rare: according to MTV, this was because it initially conceived itself as a rock-music-oriented channel, although musician Rick James was outspoken in his criticism of the cable channel, claiming in 1983 that MTV's refusal to air the music video for his song "Super Freak" and clips by other African-American performers was "blatant racism".
The Canadian music channel Much Music was launched in 1984. In 1984, MTV also launched the MTV Video Music Awards (later to be known as the VMA's), an annual awards event that would come to underscore MTV's importance in the music industry.
In 1985, MTV launched the channel VH1, then known as "VH-1: Video Hits One", featuring softer music, and meant to cater to an older demographic than MTV.
MTV Europe was launched in 1987, and MTV Asia in 1991. Another important development in music videos was the launch of The Chart Show on the UK's Channel 4 in 1986. This was a program which consisted entirely of music videos, without presenters. Instead, the videos were linked by then state of the art computer graphics. The show moved to ITV in 1989.
The video for the 1985 Dire Straits song "Money for Nothing" made pioneering use of computer animation, and helped make the song an international hit. In 1986, Peter Gabriel's song "Sledgehammer" used special effects and animation techniques developed by British studio Aardman Animation. The video for "Sledgehammer" would go on to be a phenomenal success and win nine MTV Video Music Awards.
In 1988, the MTV show, Yo! MTV Raps was launched. The show helped to bring hip hop music to a nationwide audience. Today, Hip Hop, Rap and R’n’B tower over many other genres, increasingly becoming internationally popular.
The most expensive music video ever made is
Michael Jackson & Janet Jackson "Scream" – Directed by Mark Romanek in June 13, 1995, costing: $7,000,000
Censorship
As the concept and medium of a music video is a form of artistic expression, artists have been on many occasions censored if their content is deemed offensive. What may be considered offensive will differ in countries due to censorship laws and local customs and ethics. In most cases, the record label will provide and distribute videos edited or provide both censored and uncensored videos for an artist. In some cases, it has been known for music videos to be banned in their entirety as they have been deemed far too offensive to be broadcast.
1980s -
The first video to be banned by MTV was Queen's 1982 hit "Body Language". Due to thinly veiled homoerotic undertones plus lots of skin and lots of sweat (apparently not enough clothing, save that worn by the fully clothed members of Queen themselves), it was deemed unsuitable for a television audience at the time.
However, the channel did air Olivia Newton-John's 1981 video for the hit song "Physical", which lavished camera time on male models working out in string bikinis who spurn her advances, ultimately pairing off to walk to the men's locker rooms holding hands, though the network ended the clip before the overt homosexual "reveal" ending in some airings. The video for "Girls on Film" by Duran Duran, which featured topless women mud wrestling and other depictions of sexual fetishes, was banned by the BBC.
MTV did air the video, albeit in a heavily edited form. Laura Branigan initially protested an MTV request to edit her "Self Control" video in 1984, but relented when the network refused to air the William Friedkin-directed clip, featuring the singer lured through an increasingly debauched, if increasingly stylized, series of nightclubs by a masked man who ultimately takes her to bed. In 1989, Cher's "If I Could Turn Back Time" video (where the singer performs the song in an extremely revealing body suit surrounded by a ship full of cheering sailors) was restricted to late-night broadcasts on MTV. The Sex Pistols' video for "God Save the Queen" was banned by the BBC for calling the United Kingdom a fascist regime. Mötley Crüe's video for "Girls, Girls, Girls" was banned by MTV for having completely nude women dancing around the members of the band in a strip club.
In 1983, Entertainment Tonight ran a segment on censorship and "Rock Video Violence." The episode explored the impact of MTV rock video violence on the youth of the early 1980s. The episode's conclusion was that the controversy will continue to grow. Some artists have used censorship as a publicity tool. In the 1980s, the show Top of the Pops was censorious in its approach to video content, so some acts made videos that they knew would be censored, using the resulting public controversy to promote their release. Examples of this tactic were Duran Duran's aforementioned "Girls on Film" and Frankie Goes to Hollywood with "Relax".
1990s
In 1991, the dance segment of Michael Jackson's "Black or White" was cut because it showed Michael Jackson "inappropriately" touching himself in it. Michael Jackson's most controversial video, "They Don't Care About Us" was banned from MTV, VH1, and BBC because of the alleged anti-Semitic message in the song and the visuals in the background of the "Prison Version" of the video.
Madonna is the artist most associated with music video censorship. The controversy surrounding her marketing of sexuality began with the video for "Lucky Star", and amplified over time due to clips such as "Like a Virgin". Outcry occurred over the subject matter discussed in "Papa Don't Preach". "Like a Prayer" courted heavy criticism due to its religious, sexual, and racially-oriented imagery.
In 1990, Madonna's music video for the song "Justify My Love" was banned by MTV due to its depiction of sadomasochism, homosexuality, cross-dressing, and group sex which generated a media firestorm. The debate over the banning of "Justify My Love" by the Canadian music video network Much Music led to the launching in 1991 of Too Much 4 Much, a series of occasional, late-night specials (still being aired in the early 2000s) in which videos officially banned by Much Music were broadcast, followed by panel discussion regarding why they were removed.
Prodigy's 1997 video for "Smack My Bitch Up" was banned in some countries due to depictions of drug use and nudity. The Prodigy's video for "Firestarter" was banned by the BBC because of its references to arson.
2000s
In 2000, the music video for "Rock DJ" by Robbie Williams caused controversy due to the graphic nature of the video which featured Robbie Williams appearing naked and peeling off his skin to reveal flesh. The video was censored in the UK and was only once broadcast uncensored at 2:00 AM. More recently, Madonna's "What It Feels Like for a Girl" was banned in 2001 due to its graphic depiction of violence. She also pulled her "American Life" video because of its controversial military imagery that seemed inappropriate once the War in Iraq began; subsequently, a new video was made for the song.
In 2002, the video for "All The Things She Said" by Russian duo t.A.T.u. caused controversy as it featured the young girls, Lena Katina and Yulia Volkova, embracing and eventually kissing. UK TV presenters Richard and Judy campaigned to have the video banned claiming it pandered to paedophiles with the use of school uniforms and young girls kissing, although the campaign failed. Capitalizing on the controversy, the kiss was choreographed into their live performances. Top of the Pops aired the girls' performance with the kiss replaced by audience footage. NBC's The Tonight Show with Jay Leno cut away from the girls' kiss to shots of the band. Throughout their promotional tour, t.A.T.u. protested by appearing in shirts reading "censored".
Today, censorship is not as strict, and many of the videos previously banned can now be found on music channels and on the internet.
2005–present: The Internet becomes video-friendly
The earliest purveyors of music videos on the internet were members of IRC-based groups, who recorded them as they appeared on television, then digitised them, exchanging the .mpg files via IRC channels. The website iFilm, which hosted short videos, including music videos, launched in 1997. Napster, a peer-to-peer file sharing service which ran between 1999 and 2001, enabled users to share video files, including those for music videos.
By the mid-2000s, MTV and many of its sister channels had largely abandoned showing music videos in favour of reality television shows, which were more popular with its audiences, and which MTV had itself helped to pioneer with the show The Real World, which premiered in 1992.
2005 saw the launch of the website YouTube,
Now, international stars use social network sites, such as Myspace, in order to promote themselves. They can upload, photos, podcasts and videos. Some artists even offer free music downloads which again can promote their videos and increase revenue.
www.myspace.com/rihanna
In 2007, the RIAA issued cease-and-desist letters to YouTube users to prevent single users from sharing videos, which are the property of the music labels. After its merger with Google, YouTube assured the RIAA that they would find a way to pay royalties through a bulk agreement with the major record labels. This was complicated by the fact that not all labels share the same policy toward music videos: some welcome the development and upload music videos to various online outlets themselves, viewing music videos as free advertising for their artists, while other labels view music videos not as an advertisement, but as the product itself.
In 2010, Lady Gaga's music video "Bad Romance" made headlines by becoming the most-viewed video on YouTube, music-related or otherwise, with 1.3 billion views; it had over 3 billion views by the end of 2010. It in turn was beaten later in the year by the video for Justin Bieber's song "Baby", which had over 4 billion views by the end of 2010.
MTV itself now provides streams of artists' music videos, while AOL's recently launched AOL Music features a vast collection of advertising supported streaming videos. The Internet has become the primary growth income market for record company-produced music videos. At its launch, Apple's iTunes Store provided a section of free music videos in high quality compression to be watched via the iTunes application. More recently the iTunes Store has begun selling music videos for use on Apple's iPod with video playback capability.
To further signify the change in direction towards Music Video airplay, MTV officially dropped the Music Television tagline on February 8, 2010 from their logo in response to their increased commitment to non-scripted reality programming and other youth-oriented entertainment rising in prominence on their live broadcast.
VEVO is a music video website launched by several major music publishers in December 2009. The videos on VEVO are syndicated to YouTube, with Google and VEVO sharing the advertising revenue.
Example of VEVO on youtube;
http://www.youtube.com/watch?v=6g6g2mvItp4
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