A music video is a short film or video that accompanies a complete piece of music/song. Modern music videos are mainly made and used as a marketing advice with the aim of promoting music recordings. Music videos gained popularity in the 1980's, when MTV (Music Television) , and later VH1 (Video Hits One) based their format around the medium. Music videos are mainly split into three different categories: performance, narrative and concept.
The first ever music video was in 1894, when sheet publishers still ran the music business, Edward B. Marks and Joe Stern hired George Thomas and various performers to promote sales of their single 'The Little Lost Child'. Thomas projected a series of still images on a screen simultaneously with live performances in what became known a popular form of entertainment known as 'the illustrated song', this had been termed the first music video. This was only shown at the theatre which was the only place you could watch this. However over the years as music video developed, there was a vast increase to the ways in which people could watch music videos. Earlier years people were able to watch music videos on YouTube, on a computer. Years later, smart phones with internet and YouTube installed in were introduced. Another way people would be able to watch music videos is on the TV, music channels would play released music videos, on few channels, including MTV. Top of The Pops was also another way people would find out about new artists. This way, showing music videos on the TV, artists would become more well known and ultimately gain more fans. iTunes was also introduced as a way to directly download videos straight to your apple device. Even today, many music videos still use a series of still images to accompany the song. Despite this, there have also been many other precursors to when music videos became something of a reoccurring theme.
In the past record labels and directors controlled the development of music videos. Goodwin's theory on music videos, for example, states that record labels insist on lots of close-ups from the artist, this means, that record labels play an integral role in controlling the development of music videos. Today, the artist has an increasing role in developing their own music videos, but to an extent. For example, boy bands such as JLS have to include their own dance routine in their music video, and this is illustrated by the fact that they hire a choreographer. This in turn means that they have limited control over the development of music videos. However, in a genre such as indie music, where the stress for the bands are on developing their own music video, they have a larger amount of control because they make the songs themselves. For example, The Maccabees single 'About your dress'.
The longest serving music channel and first ever music channel to launch onto TV was MTV. Launched in 1981, in the United States of America. This marked importance in the music industry as it gave artists a chance to promote themselves through videos. The first music video that was shown on MTV was The Buggles 'Video Killed The Radio Star'. Allowing for music videos to be played on the TV showcased artists and who they are and what they stand for. This was an easy way for audiences to view music videos and and watch their favorite artists.
In 2005 a long time after MTV was launched, YouTube was then created. This website allowed for people to post and watch videos, ultimately, this lead to artists to post their music videos on here as it is an easy access to watch videos. YouTube gains more than one billion users every month. This site creates a diverse range of people and therefore, music videos would attract more of a wide audience rather than a niche audience that it may have had before. The most watched YouTube video is PSY's Gangnam Style which has over 42 billion views. This is the most popular music video of all time with it being globalized all over the world.
New technologies have made a major impact on the relevance and importance of music. For instance, the establishment of the internet, especially the emergence of websites such as YouTube, and the iPods have had a huge impact on the relevance and importance of music. With YouTube, consumers now have the right to watch music videos at any time and even comment on them. Whereas, with iPod, consumers can download their favourite music videos and watch them wherever they want.
This post demonstrates some understanding of the music industry and how music videos have changed and developed over the years. You have considered the role of MTV and youtube and have also included some examples of music artists to support the points that you have made.
ReplyDeleteNow you need to include images to develop your points further and consider the role of the audience and how certain improvements/developments benefits the audience.