Will Abbott

Talkies & Soundies: 1920’s – 1950’s

Music videos initially existed during the late twenties as talkies, these were short musical films produced by film companies such as Warner Bros. Usually featuring bands, vocalists and dancers. As 1930’s arrived more musical artists then began to perform their most known songs on camera during live action segments during cartoon shows. Examples of these would be of the notable blues artist Bessie Smith who performed a dramatic performance of her hit song at the time St. Louis Blues.

 

Soundies were then introduced during the 1940’s, they were music films which usually showcased short dance sequences by the artists themselves. Examples of this would be during the middle of the 1940’s when the artist Louis Jordan began making short films for his songs.

 

Promotional Clips: 1960’s – 1970’s

Due to the invention of the visual jukebox in France during the late 1950’s many French artists began making visuals to accompany their songs to help promote them, this began to spread worldwide and many others followed along with the idea. Examples of this would’ve been The Beatles during the 1960’s, from around 1965 they started to make promotional clips to help promote their song releases without actually having to debut them live in person. Initially as they were making more and more they were putting more conventions into it, for example they used filming techniques inspired by the underground and avant garde film that included things such as slow motion, reversed film and dramatic lighting. As these videos were so successful many other artists began their own take on it too such as the Rolling Stones and David Bowie.

 

The Creation of Music Television: 1970’s – 1980’s

From promotional clips blowing up a decade before it was time to bring something new to the table. That being the supply of music videos through everyone’s television screens. By doing so it revolutionised the way in which audiences could consume their favourite artist’s hottest singles as they could be witnessed through their television screens on programs such as the BBC’s Top of The Pops and USA Cable Networks Video Concert Hall. Examples of this would be Queens Bohemian Rhapsody which became a global hit single through promotion.

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Music Videos Blow Up: 1980’s

At the start of the 1980’s MTV an American video channel launched, once again changing the way in which music videos could be consumed as they would now be available on a 24 hour period. By doing so it created a major role in the way in which music could be marketed as demonstrated by the success of the artists such as Duran Duran and Adam and The Ants who all made great success owed from differing and seductive appeal of their music videos.

 

Another reason to the success of the innovation in music video development was due to the available, affordable and easy to use video recording and editing equipment. As this was the case music videos were to become a lot easier to produce as using portable video cameras proved to be inexpensive in comparison to using the traditional film method. With this at the disposal of many artists they also began to explore into the many different genres and styles in which they could involve with their video, allowing them to use more complex effects in their videos. Examples of this would be Queens, Under Pressure and Duran Durans, The Chauffeur.

 

One of the most notable videos produced during this vital time was Michael Jacksons video to the hit single Thriller in 1983, it was 14 minute long video directed by John Landis. The video managed to go above any others released beforehand and set new standards for video production, especially with its $800,000 filming cost.

 

Directors Start To Get Involved: 1990’s

At the start of the 1990’s MTV began to list the directors whom of which directed for the artist. This was an important stage within the development of music videos due the fact that it by doing so it allowed to kick start the careers of flowering directors such as Spike Jonze and Chris Cunningham. Both of them were noted for the signature vision and style in which they demonstrated through their work as directors.

 

Music Videos Make Their Way Onto The Internet: 2005 – Present

2005 conceived the creation of YouTube, a website that made the viewing of online videos a faster and easier process for consumers. Additionally it spawned deals with big music hosting services such as Vevo, allowing fans to view all of their favourite music videos in one place. Furthermore the creation of YouTube allowed for artists to see more success through the availability their music videos being viewed on YouTube.

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