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  • 1. History of Music VideoIntroductionA music video is produced for promotional or artistic purposes. It is a short filmintegrating a song and imagery, primarily made to market in order to promotethe sale of music recordings at the present time. Music videos are often calledpromo videos or simply promos due to the fact that they are usually promotionalvideos. Music videos are crucial to the careers of music artists as they arebeing given the chance of impressing the public not just with their vocal talent,but also with their looks or moves. However, looking back to when the firstmusic video was produced, the intention of creating a music video may have beendifferent. When the first music videos were produced, there weren’t manyplaces videos could get promoted other than on a television, however, thereweren’t any music channels, social networking sites or many people who owned atelevision, therefore music videos would have been more difficult to promote.However with developments being made year by year, it was till the 1980s wheremusic videos were easily promoted on television.MTV was the phenomenal start. MTV gave so much power and importance tomusic videos. It started broadcasting in the USA in 1981 and marked thebeginning of music videos importance and its ruling over the music industry. Thiswas an ideal opportunity for artists to promote themselves; therefore theywere encouraged to produce music videos more often so that the audience couldhave visual views of them. Since the first music video that was published in1929, there has been a variety of progression in terms of developing musicvideos in order for artists to sell their song. The next phase of my work willexplain the different developments made during the years.
  • 2. First Ever Music VideoBessie Smith – St.Louis Blues was a black and white music video that wasproduced in 1929. It hasn’t got a particular storyline to the video and isn’tillustrative, and with the poor technology, there isn’t any vital effects producedthat would fascinate anyone at the present. It was popular at the time as it wasa first in the world so it was shown in theatres for a variety of years. Thepurpose of the music video was to entertain people at the time and was onlyshown in theatres, which only the rich people could afford to attend. Aftersometime, it was then published on the television, but published only once toshow the development of music videos. Comparing to the technology and effectsused at the present, no way is there any similarity. The technology and effectsused at the present has huge effects which interest and attract people towatch it. The use of camera works; the different types of editing software’smake it much easier to record and produce a high quality music video. Thequality of the recordings is also not at the same standard that we see in a musicvideo today. The storyline of the video is neither presented in a story, but justat a casual bar with everyone singing. With the present music videos beingproduced, there is generally a storyline/narrative to each music video; St.Louis Blues was more of a performance music video as Bessie Smith is filmed singing.http://www.youtube.com/watch?v=8Who6fTHJ34
  • 3. First Ever Music VideoMichael Jackson was the first artist to create the concept of the short film. Ashort film is described as a music video that has a beginning, middle and an end.In the early 1980s, artists started to use effects in their videos and add astoryline or a plot. Michael Jackson – Billie Jean is considered the video thatbrought MTV, a fairly new and unknown music channel at the time, intomainstream attention. Michael Jackson’s record label tried their best topresent the music video on MTV as MTV refused to do so at the beginning.After allegations of MTV being racist and not presenting Michael Jackson’smusic video because he was black, Walter Yetnikoff, president of MichaelJackson’s label, threatened MTV of presenting these allegations on public T.V.and newspapers, which this persuaded MTV to publicise the music video. Thiswas probably the best decision for both sides, as MTV gained a lot ofmainstream attention and progressed to be a main hit in the music industry.People were not used to seeing storylines in music videos, which was acontributing factor to why the music video became successful. MichaelJackson’s dancing talent also had a contribution to why the music video turnedout to be a huge hit as yet again people were not used to watching people danceand sing at the same time. The first moonwalk was produced by Michael Jacksonin this video which also caught the attention of several people and is amemorable aspect of this particular music video. The history of this music videois known to lie under the moonwalk produced by Michael Jackson, which is onereason why it is one of the most famous music videos every produced.http://www.youtube.com/watch?v=JWULhhL2F18
  • 4. MTV (Music Television)MTV had a massive profound impact on the music industry and the popularculture. On the 1st of August 1981, MTV was launched as a music television; thechannels original purpose was to play music videos guided by on-air hosts knownas VJs (Video Jockeys). MTV gradually became more popular, and started to bethe central location where artists and fans found music events/concerts, newsand promotion. It was an opportunity for artists to show their talents, not onlyvocally, but visually to the audience. Artists where able to present their musicby visualising it and creating storylines which this gave the audience a betterunderstanding and interested them to buy the music. Artists were enjoying thegrowth of MTV as it became the location of promoting their music and selling itto their fans. The development of technologies in terms of the quality ofrecording the song and the video, the effects being used and the visuals allowedartists to promote their music at good standards. The use of technology gavemore creativity to the music video, which gives a larger chance of entertainingthe audience. The start of MTV gave artists the opportunity to sale their musicby promoting it with a video. Year by year, the impact MTV has on the musicindustry has increased because artists create entertaining music videos for theaudience with the developments of technologies becoming better and better.
  • 5. Social NetworkingThe development of social networking sites has also had a great impact on themusic industries. Social networking sites have allowed artists to promote theirmusic via the internet. At the present, a variety of artists use the internet toadvertise their albums, their concerts/music events, promote their musicvideos, create a dialogue through the internet with their audiences, givingresponses to questions being asked etc. The internet gives the opportunity forthe artists to have a closer relationship with their fans, which the fans alsoenjoy the fact that they can be really close to artists and explore theirlifestyles and their music through the internet. YouTube is a social networkingsite which probably has the hugest impact on the music industry. YouTube wasproduced in 2005 for people all over the world to upload videos that can bewatched by everyone.Social Networking and YouTubeUnknown artists are able to produce videos and place them on YouTube so thatthey can be recognise for the music they produce in order to sell it. YouTubehas become a promotional networking site for unknown and known artists topresent their music. An example of an unknown artist who became very famousfor the wrong reasons is Rebecca Black. Rebecca Black was an unknown artistwho produced a music video called Friday. Friday became a huge hit on YouTube,having over 50 million views. It became famous for the wrong reason as itreceived a large number of critics regarding the vocal talent of Rebecca Black;however it allowed Rebecca Black to be spotted and become famous. JustinBieber however became famous for the right reason via YouTube. Justin Bieberpromoted his own individual music videos that have been recorded within hishouse. Justin is singer who has a variety of instrument knowledge, and playsinstruments, and also dances whilst singing. Publishing videos on YouTube allowhim to catch the attention of several millions of people, which this earned him alabel as he got signed by Usher. After signing a label, Justin Bieber, alreadyfamous, still uses YouTube to promote his songs. Other known artists such asEminem, Usher, and Drake also use YouTube to sell their music. Therefore,
  • 6. YouTube has a fair amount of importance on the developments of Music videosand the impacts it has upon music artists and their fans, as music artists areable to promote their music, and fans are able to access via the internet.MySpace, Twitter and Facebook are also examples of social networking siteswhere artists use in order to promote their music videos. The internet is acommon product within the music industry as all artists look to publicise theirmusic videos, their concerts/music events and their albums on sites which areaccessible by everyone.Impact of Digital Technology on the Music Industry and the Future ofMusic VideoThe fact that digital cameras, editing software’s are so cheap and easilyaccessible, it is not only large music companies who produce music videos, buteveryone who wants to. Unknown or known artists are able to produce a musicvideo at the same standard, because the software’s and technologies are cheap.With editing software’s and digital cameras improving each year with newspecialities, the impact of camera’s and the software’s being used on music videoare increasing. The use of technology allows the artist to create a better visualby editing the music video. This creates more entertainment for the audience.The quality of the video is improving year by year with high definition and 3Dnow being introduced. This yet again also has a positive impact on the musicindustry as artists are able to produce music videos professionally at highquality standards. The year by year improvements on the technologies is apositive note to take in terms of the future of the music industry, as new andbetter technology will increase the potentials of the music videos. However, aproblem that has started to occur and have a negative impact on the musicindustry, and can have an even worse impact in the future is audiences beingable to download music legally and illegally. The internet gives the audiences the
  • 7. opportunity to download music albums, videos etc via internet, which means thatthey are not paying for the production of the artist. This is a major let downfor artists, and as stats show, since illegal and legal downloading has increase,the sales of music albums from music stores have decreased. Fewer albums arebeing sold, but more are being downloaded of the internet. This is the futurecan be a major concern for labels and artists, as they wouldn’t be making asmuch as money if the audience isn’t paying for their production.Impact of Digital Technology onthe Music Industry and the Futureof Music VideoThe fact that digital cameras, editing software’s are so cheap and easilyaccessible, it is not only large music companies who produce music videos, buteveryone who wants to. Unknown or known artists are able to produce a music
  • 8. video at the same standard, because the software’s and technologies are cheap.With editing software’s and digital cameras improving each year with newspecialities, the impact of camera’s and the software’s being used on music videoare increasing. The use of technology allows the artist to create a better visualby editing the music video. This creates more entertainment for the audience.The quality of the video is improving year by year with high definition and 3Dnow being introduced. This yet again also has a positive impact on the musicindustry as artists are able to produce music videos professionally at highquality standards. The year by year improvements on the technologies is apositive note to take in terms of the future of the music industry, as new andbetter technology will increase the potentials of the music videos. However, aproblem that has started to occur and have a negative impact on the musicindustry, and can have an even worse impact in the future is audiences beingable to download music legally and illegally. The internet gives the audiences theopportunity to download music albums, videos etc via internet, which means thatthey are not paying for the production of the artist. This is a major let downfor artists, and as stats show, since illegal and legal downloading has increase,the sales of music albums from music stores have decreased. Fewer albums arebeing sold, but more are being downloaded of the internet. This is the futurecan be a major concern for labels and artists, as they wouldn’t be making asmuch as money if the audience isn’t paying for their production.