1) A music video is a short film that accompanies a recorded song, usually featuring a performance of the song along with dance or a narrative. 2) Music videos became popular in the 1980s with the rise of MTV and were a major marketing tool for the music industry. 3) While originally targeted at teenagers, music videos now appeal to diverse audiences through niche digital channels and user-generated content on websites like YouTube.

1. Introducing the music video

2. Forms and Conventions

3. Pop Music Video: Forms andConventions A music video is a videotaped performance of a recorded popular song. It is usually accompanied by dance or a fragmentary story. Music videos often use concert footage. Queen – Bohemian Rhapsody.

4. Pop Music Video: Forms andConventionsTypically music videos are three to five minutes long, they frequently include quick cuts, stylisations, fanciful and often erotic imagery, and computer graphics.Abba – Knowing Me Knowing You

5. Pop Music Video: Forms andConventionsMusic videos can accommodate all styles of filmmaking, including animation, live action films, documentaries, and non-narrative, abstract film.Bob Dylan - Subterranean Homesick Blues.

6. Pop Music Video: Forms andConventionsIn the 1980s the music video became synonymous with the rock idiom and for this reason they are often referred to as rock videos.U2 - Where The Streets Have No NameFoo Fighters - Pretender

7. Institutions

8. Pop Music Video:InstitutionsModern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.Kings of Leon – Sex on FireDizzy Rascal – Dance Wiv Me

9. Pop Music Video:InstitutionsThe proliferation of music video came in the 1980s, when MTV (Music Television)'s format was based around them. The first video show in 1981 was…Buggles - Video Killed The Radio Star

10. Pop Music Video:InstitutionsFor this reason the success of the music video is synonymous with the second British invasion of the American charts in the mid 1980s.Duran Duran – RioEurythmics – Sweet DreamsWham! – Club Tropicana!

11. Pop Music Video:InstitutionsAlthough the origins go back much further to music television programs like Top of the Pops (UK), Ready Steady Go (UK), American Bandstand (US) and Musikladen (D).The Beatles – All You Need is Love TOTPDusty Springfield – You Don’t Have To Say You Love Me TOTP

12. Pop Music Video:InstitutionsBy the end of the Sixties, when bands could not make it to a TV studio to perform, record companies often provided TV producers with a short film clip to promote their latest single. The Beatles - Strawberry Fields Forever.

13. Pop Music Video:InstitutionsBy the 1990s many hundreds of videos, representing a cross-section of musical forms were being produced yearly. Genres include traditional to Country and Western, Hard Rock, Heavy Metal, Hip Hop, r+b, Adult Orientated Rock, Teen Pop etc.Guns n Roses - November RainKris Kross - Jump

14. Audiences

15. Pop Music Video:AudiencesA common misconception is that pop music videos are aimed strictly at teen audiences. Kylie Minogue and Jason Donovan and the music produced by Stock, Aitkin and Waterman are classic examples of performers aimed at teenagers.

16. Pop Music Video:AudiencesMany videos of “soft rock” songs have traditionally been directed at an older group of viewers.Bon Jovi – In These Arms. Stevie Nicks – Sometimes It’s A BitchCher – Heart of Stone How do these video appeal to an older audience?

17. Pop Music Video:InstitutionsSince shortly after their inception, the style and content of music videos have strongly influenced advertising, television, film, and popular culture as a whole.The Clash – Should I Stay or Should I Go (Levi’s Advert)?Bryan Adams – Everything I Do I Do It For You (Robin Hood)Whitney Houston – I Will Always Love You (The Bodyguard)

18. Pop Music Video:AudiencesDigital TV Channels means that music videos are targeted at niche audiences.

19. Pop Music Video:AudiencesBeyonce - Irreplaceable

20. Pop Music Video:Audiences30 Seconds to Mars Attack – The Kill

21. Pop Music Video:AudiencesColdplay - Yellow

22. Pop Music Video:AudiencesOn the internet sites like www.myspace.com have enabled unsigned bands like the Arctic Monkeys to find mainstream success in part by providing an outlet for new music videos.

23. Pop Music Video:AudiencesYou Tube is a forum for online bands to show DIY video footage.The Foo Fighters – Live in Norway on Mobile Phone

24. Pop Music Video:AudiencesFans can also post archive clips from TV shows…Bucks Fizz – Making Your Mind Up.

25. Pop Music Video:AudiencesAs well as professional music videos from established artists.Madonna – Hung Up

26. Pop Music Video:AudiencesAnd spoof versions of famous videos. Madonna – Hung Up On Crack

27. Representations

28. Pop Music Video:RepresentationsThe popular music video certainly has its own clichésSpinal Tap – Hell Hole

29. Pop Music Video:RepresentationsMany examples of the genre feature the macho rock stars. The Cult – Sweet Soul SisterGuns and Roses – Sweet Child of Mine

30. Pop Music Video:Representations Scantily clad dancers have become cultural clichés…Robert Palmer – Addicted to LoveAerosmith – Love in an Elevator

31. Pop Music Video:RepresentationsCertain music videos, however, are notable for their cutting-edge techniques and artistic innovations. As time passes those techniques can look dated.Dire Straits – Money For NothingPeter Gabriel - Sledgehammer

32. Pop Music Video:RepresentationsRace: in the early days of MTV in America black artists were not featured… until Michael Jackson’s high budget Thriller. Michael Jackson - Thriller

33. Pop Music Video:RepresentationsGender is another key issue. Successful female rock stars have both lived up to and parodied male fantasiesBlondie – Detroit 442Donna Summer – I Feel LoveKate Bush – Wuthering Heights

34. Pop Music Video:RepresentationsJonas Akerlundsmashing pumpkins, iggy pop, madonna, cardigans, metallica, blondie, primal scream, jamiroquia, rammstein, blink 182, jan’es addiction.Many directors now train to become music video makers and it is often considered to be an ‘auteurs medium’ with particular directors having specific styles of mise-en-scène, camerawork, editing etc. The Cardigans – Favourite GameBlink 182 – I Miss You

35. Pop Music Video:RepresentationsInterestingly Jonas Akerlund is also in high demand as the director of television advertisements for leading brands.Jonas Akerlund

36. Pop Music Video:RepresentationsFrom an institutional perspective audience/user generated content has transformed the forms and conventions of music video introducing a more DIY aesthetic. Has the music video come full circle?OK Go – Here It Goes Again Moby and Deborah Harry – New York New York