The document discusses the evolution of music videos from the 1970s through the 1990s. In the 1970s, bands like Pink Floyd and David Bowie began producing promotional films for their songs. By the late 1970s and early 1980s, MTV's format was based around music videos, which became a major marketing tool. The 1980s saw iconic artists like Madonna and Michael Jackson produce innovative, boundary-pushing videos that showcased their music and style. Cyndi Lauper also had memorable videos in this era. In the 1990s, directors like Michel Gondry and Spike Jonze began directing music videos and later transitioned to film. Videos also increased in production costs, with some in the mid-1990

2. The 70’s!
 A music video is basically a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are
primarily made and used as a marketing device intended to promote the sale of music recordings. Although the origins of music videos date
back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 80s, these works
were described by various terms including "illustrated song", "filmed insert", "promotional film", "promotional clip" or "film clip".
1967–1973: Promotional clips grow in importance
 The 1970s created a perfect musical bridge from the rebelliousness of the 1960s and the happy, upbeat songs that are aspects of the 1980s.
Following the counterculture of the 60s, the 70’s created a different style of music as well as dance music. Because of the issues of fighting
outbreaks the previous decade, various amounts of people had a new found love of dance music because of the party, freedom and happy
connotations of it as they generally spent a lot of time in clubs. The disco movement then came into play, obviously there was still the bands
and artists which still displayed the qualities of what audiences were used to, but there does seem a contrast between the 60’s and 70’s.
 Pink Floyd were pioneers in producing promotional films for their songs in which was directed by many people. The latter directed by Peter
Whitehead, who also made several pioneering clips for The Rolling Stones between 1966 and 1968. In the UK The Kinks made one of the first
"plot" promo clips for a song. For their single "Dead End Street" (1966) a miniature comic movie was made. The BBC reportedly refused to air
the clip because it was considered to be in "poor taste".
 During late 1972–73 David Bowie featured in a series of promotional films directed by pop photographer Mick Rock, who worked extensively
with Bowie in this period. These clips are important landmarks in the development of the music video genre in the 1970s, and they are also
notable because they were made by a professional photographer rather than an established film or TV director, and because Rock was given
total creative control over the clips. Mick Rock directed and edited four clips, all originally shot on 16 mm colour film, to promote four
consecutive David Bowie singles—"John, I'm Only Dancing" (May 1972), "The Jean Genie" (Nov. 1972), the December 1972 US re-release of
"Space Oddity" and the 1973 release of the single "Life On Mars" (lifted from Bowie's earlier album Hunky Dory). Mick Rock cites the "Life On
Mars" clip as his favourite of the four.
Some of this information is taken from Wikipedia and reworded in my own words.

3. The 80’s!
Madonna
• Being a trained dancer and having an expressive face, Madonna used her videos to showcase her ever-changing style and push the
boundaries. Her particular wardrobe in her early videos featured leather jackets, lace gloves, layered netted tops and a plethora of
jewelry, from dangle earrings to stacked bracelets. With tousled blond hair and black ankle boots, she danced across the screen, singing
and posing with fervor.
• As her style and the style of this century continued to evolve, so did her videos, and she constantly pushed the boundaries by raising
questions of female power and sexuality. Parents o the time to the targeted audience on teenagers/young adults may not have been
thrilled with her cutting-edge allure, but young audiences copied her style and responded to the striking images in her videos positively.
Michael Jackson
• Michael Jackson brought a video aesthetic that was both gritty and energizing. Rather than utilizing white backgrounds, flowing fabric
and mirrors like many of his musical peers of this time, Michael's video directors staged the action in sets that mirrored real-world
locations.
• Whether dancing in a pool hall, warehouse, cemetery or on a deserted street corner, Jackson's moves were carefully choreographed to
mirror the tone of the music. For example, in his groundbreaking video for pop song Thriller, ghoulish dance steps emphasized the jerky
motions of the video's zombie-like characters. Around fourteen minutes long, this John Landis-directed video, was an instant hit, and
viewers tuned in to its pre-announced broadcast times.
• Jackson's ability to convey emotion through expressive dance was at the center of each music video, and as pop hit after hit was
brought to life through music television, audiences eagerly awaited the dance numbers at the songs' most poignant moments.
• His videos didn’t conform to usual videos of this time, he added his input to it and brought his own style whilst attracting a large
audience as they though he was different and
Cyndi Lauper
• With a punk-pop princess style that combined petticoat-laden ball skirts, mesh gloves, layered bracelets, funky hats and a head of
flaming red hair, Cyndi Lauper gained notoriety through her personality-packed videos directed by Edd griles.
• In the video for Girls Just Want to Have Fun, Lauper is a rebellious character who collects a small parade of friends and acquaintances on
the streets of the city, then to the astonishment of her parents, brings them back to her home for an impromptu dance party in her
bedroom. The video featured then-cutting edge editing techniques and won the first ever Video Music Award for best female video of
1984.
• Lauper's videos were enjoyable precisely because they were little stories in themselves, featuring a recurring cast of characters that
included her Mom Catrine, wrestler Captain Lou Albano (who played her father in Girls Just Want to Have Fun), and her
manager/boyfriend David Wolff. Viewers waited for these individuals to emerge in each video, always with humor and personality
secondary only to that of Cyndi herself.
Some of this information is taken from Wikipedia and reworded in my own words.

4. The 90’s!
• The musical era of the 1990s was one filled with a variety of pop, rap, and alternative music artists as well as a plethora of one-hit
wonders. It was a time when musical taste was as varied as the events that were happening at the time. Many of the most popular acts
that emerged in the 1990’s were bands and artists of which who enjoyed a type of resuregence in the mainstream scene after their
popularity had dwindled for a decade or so. Other artists were just staring out and during this certain decade and make a huge impact on
the musical scene at this point in time.
• In December 1992, MTV began listing directors with the artist and song credits, reflecting the fact that music videos had increasingly
become an auteur's medium. Directors such as Michel Gondry and Spike Jonze, got their start around this time; all brought a unique vision
and style to the videos they directed. Some of these directors, including Gondry and Jonze, went on to direct feature films. This continued
a trend that had begun earlier with directors such as Lasse Hallström and David Fincher.
• Two of the videos directed by Romanek in 1995 are notable for being two of the three most expensive music videos of all time: Michael
and Janet Jackson's "Scream", which cost $7 million to produce, and Madonna's "Bedtime Story", which cost $5 million. "Scream" remains
the most expensive video of all time. During this period, MTV launched channels around the world to show music videos produced in each
local market: MTV Latin America in 1993, MTV India in 1996, and MTV Mandarin in 1997, among others. MTV2, originally called "M2" and
meant to show more alternative and older music videos, debuted in 1996.
Some of this information is taken from Wikipedia and reworded in my own words.