Sunday 3 October 2010

2. A short history of the development of music videos



Without music videos, promotion for artists would become so much harder. It’s also been discussed whether the majority of musical talents actually owe their success to the music video’s that they make such as Madonna who has managed to re-establish her image throughout the years from videos like ‘like a virgin’ which was sought after to be banned to a more spiritual Madonna which can be seen videos such as ‘frozen’.

Music videos can be useful for an artist as it allows a different persona to be created, one that may not be who they really are in the ‘real life’ but this ‘fake’ persona may profit from wearing next to nothing and creating a strange alter ego. Both options can be seen in Lady Gaga. Who has gone from usual looking in ‘just dance’ to unusual looking in ‘bad romance’.

As well as generating sales from voyeurism they can also include messages that are input within the videos whether it is about world peace- U2/Bonoor introducing more concerns to the public such as Chris martin and Coldplay have done about free trade and increasing awareness about it.
It may have even reached a point now that an artist’s career has become solely dependant on their music videos and the success of them to gain income and celebrity status.

The idea of the ‘music video’ has been an ongoing process. The earliest dating back to the late 1920’s which saw the beginning of ‘talkies’.
A ‘talkie’ was film accompanied by the music which could be played alongside the film on 12-16 inch phonograph records. Films such as the ‘jazz singer’ used the vita phone process.
Accompanying this was the short films which could be seen upon jukebox’s which would last up to 8 minutes. These where ways of showcasing the artist within bars and social clubs. These were called Panarom’s.
These films could contain more sexually explicit films due to the fact that it was highly unlikely to be policed in places such as bars as it might have been in more up market meeting places.

With the beginning of world war two, these soon died out but the idea was resurrected during the 60’s within France.
They gave birth to the scopitone which it two shared the showing of sexual persuasiveness which the Panoram had been doing but with age came more risk within the ‘shorts’ such as close up shots of regions of genitalia, covered up of course. USA also took hold of it during the middle 60’s.

Musical films also began to make an impact during the 1930’s onwards.
Films like ‘West Side Story’ and its dance sequences were believed to have been later used as a model to go by in Michael Jacksons music videos such as ‘Bad’ and ‘Thriller’.

Voyeurism and sexual exhibitionism is one of the main sources of past music videos that has been kept and is still being used today. This can be seen in many music videos such as semi naked women in hip hop videos and even semi naked men in artist’s music videos such as Lady Gaga’s or the Sugarbabes. This way it pleases both the female and male viewers. It’s also a great way of publicizing the artist and their music.

It was inevitable for a 24hr music video channel to be published and screened to many and this very idea happened when MTV was introduced in the 1980’s.
The world then saw, which could be seen nowadays as a punishment, its first video…’Video Killed The Radio Star’ performed by the Buggles.
This also helped many British talents to break through because of the lack of material in the sense of music videos that were able to be played at the time. Bands such as the Eurhythmics and Duran Duran were amongst these. Some theorists believe that it was the end of true vocal talent when MTV became as more good looking stars have arisen in the music industry due to their looks more than their musical abilities.

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