The document provides information on the history and evolution of music videos and MTV. It discusses how MTV launched in 1981 with "Video Killed the Radio Star" as the first music video. It then covers the roles and conventions of music videos, including important early videos like "Thriller" and how social media has changed music video consumption. Key theories on what makes videos go viral and Andrew Goodwin's visual pleasure theory are also summarized.

1. Assignment 4 – Introduction to
Music Videos
By Charlie Muddyman

2. History of MTV
 In 1981, MTV: Music Televisions went on the air for the first time ever. The
Buggles’ “Video Killed the Radio Star” was the first music video to air on
the new television channel, which initially was available only to households
in parts of New Jersey. MTV went on to develop the music industry and
become an influential source of pop culture and entertainment in the
United States and other parts of the world, including Europe, Asia and
Latin America, which all have MTV-branded channels. In MTV’s early days,
its program was made up of basic music videos that were introduced by
VJs (video jockeys) and provided for free by record companies.

3. The role of a Music Video
 The first purpose is to make the audience remember the song. The artist can do
this by adding special effects or creating a unique music video by using unusual
clothing and props. The second role is provide audience with better understanding
of song through performance or a narrative music video. the video can have a story
behind like Ellie Goulding's “Love me like you do” or can it can be pure
performance like Arctic Monkeys “R U Mine?". The third reason is to entertain the
audience by highlighting talents of the artist. This could include the artist dancing,
vocal range or their creativity as a artist. The purpose is create a image and for the
audience to relate to them better. Also the artist may want to educate, shock or
express themselves, this is a rarity but is happening more often. For example Miley
Cyrus is a prime example of a artist who shocks most audiences but she has
become very successful by doing it.

4. Conventions of Music Videos
Camera: Variety of shots depending on the style of the genre. A lot of clos
ups (mainly in performance videos) of the artists lips, instruments and setting.
The type of shots would include; crane shots, low angles, long shots, pans,
tilts and tracking.
Editing and sound: there are many different editing techniques used in music
videos. A main feature in music videos is jump cutting. The footage is
normally matched to the music. For examples: split-screens, diegetic sound,
computer generated images and advanced special effects.
Mise en scene: the MES can be vary greatly depending on the genre of music
and the type of music video. for examples: props-performance equipment
and band merchandise is seen in most current mainstream videos. Other
examples may include; costume and location. The use of mise en scene will
depend on the genre of music.

5. “Video killed the Radio Star”
 Video killed the radio star was the first music video televised on MTV in
1981. it was aired on the same summer night of 1981, the music video for
“Video Killed the Radio Star” was a glimpse into the future of music.
Through a relatively new group, sound, message and delivery, “Video
Killed the Radio Star,” along with the launch of MTV, set the stage and
became a revolution in the music industry as a whole. The Buggles and
their hit song “Video Killed the Radio Star” started a increasingly popular
art of the “music video”, an art which was intended to further display the
meaning of lyrics and beats through visual elements.

6. Thriller- Michael Jackson
 When thriller was published for the first time(on MTV) it was played every 20
minutes. Thriller was directed by John Landis and writer by Michael Jackson himself.
“Thriller” is one of the most influential music videos of all time. Its so influential
because of the length and the story behind the song. The video came second in
MTV’s 100 greatest videos ever made. The illusions and make up the were used
were unimaginable, especially for the era it was produced in. the genre was pop
which Michael Jackson presented himself in throughout his career. This video sets a
trend for his fans and audience but also follows the conventions of pop genre such
as the costume being eye catching and the dance routines. The dance routine is
what made this video as it showed the whole world hoe talented Michael Jackson
was and for that only made people interested in his music and his music videos.

7. Telephone- Lady Ga Ga Ft Beyonce
 Lady Gaga’s 9-minute video featuring Beyoncé comes across as weird and
a shock value to the viewer. Behind the strange aesthetic, however it has a
deeper meaning behind it. The videos refers to mind control and monarch
programming a covert technique which is used a lot in the entertainment
industry. Intertextuality is used at the beginning of the video. lady gaga
has coco cola cans in her hair and she uses a virgin mobile phone. The
pace of the editing has coincided with the pace of the music video to help
create the effect of us the view actually physically been their. This is helped
by many frequent cuts and cut on beat.

8. How have music videos evolved since VKTRS
and how have videos evolved since Thriller?
 Since the release of V.K.T.R.S special effects have become more popular in
mainstream music videos. This is due to a technology advancement therefore more
can be done to make the video more exciting and fantasied. Record labels have
been able to extended their budgets therefore they can produce the highest
quality videos.
 Since Thriller by Michael Jackson, music videos have become a lot shorter and not
as common. The role of fashion and image has changed due to the increase in
different artists both male and female. Product placement has been introduced as
music videos are viewed by multiple platform and companies find it opportunity to
advertise. For example in Justin Beibers video “what do you mean?” he wears Calvin
Kleins to promote the product.

9. How has social networking platforms changed the way
in which people consume MVs?
 The internet has transformed the world and the music
industry as we know it. Advancements in technology meant
that hard copies of music were no longer a necessary to a
certain extent. The advent of social networking brought a
whole new element to the music industry, with Twitter and
Facebook providing a platform for users to follow musicians
and discover new bands. YouTube has meant that consumers
no longer have to rely on MTV or purchase a band’s video or
DVD to watch their music videos. Streaming services like
Spotify and Apple Music give listeners access to any music
from anywhere with an internet connection.

10. Most watched youtube videos and why?
Most watched vevo channel and why?
 Psy’s iconic horse-riding moves Gangnam Style went viral overnight to
become the most-watched video on YouTube ever in the space of four
months. Psy recently made YouTube history again to claim the first video
to reach 2 billion views. The is all done to the pure wildness and weirdness
of his video. his video is performance based but is best known for his
dancing and use of props ad people.
 Rihanna has the most views o her VEVO channel at 7.2 billion. This is due
to her unique style and ability to attract the audiences attention. Rihanna
is a idol to many young fans but she has been around for a while therefore
her audiences has expanded. She is best known for her voice but she is
talented when it comes to making a narrative music video. she has worked
with many famous artist such as Ne-Yo and Chris Brown which have
helped contribute to the increase in her viewings for her Vevo Channel.

11. How are the most popular videos go viral and popular?
 For every viral video that is successful there are many failures. Even Up
worthy(the king of virality) only has 0.3 percent of posts going viral. One of
the keys to virality is engagement. Engaging with an audience can lead to
loyalty and interest. By making the video upbeat or down beat will attract
a variety of different people. A audience is more intrigued to a video if it
has a emotion connection. Audience are always searching for new
information and better ways to perform everyday tasks. If the music video
content is interesting and informative, more people are likely to watch it.
Audiences like inspirational stories and the more inspirational it is, the
more the audience will want to share it with others.

12. What is Andrew Goodwin's theory of visual pleasure?
 Audiences enjoy watching the content in music videos which could be narrative or
performance therefore it would lead to repeat viewing.
 1.Links between lyrics and visuals
 2.Links Between music and visuals (narrative and performance)
 3. Genre Characteristics
 4.Intertextual Reference
 5. Demands of the record label
 6. Performance based, Narrative based or Concept based music video
 7.Visuals illustrating the lyrics

13. Blank Space- Taylor Swift
 Throughout the video we are shown Taylor to be dominant over the male
due to the fact that after the relationship ends in the video, she takes
action to take her revenge. This is shown in a long shot where Taylor is
shown to trash his car and destroy his clothes whilst the male character
takes no action. This can relate to many females in their relationships as
they might be able to relate to her situation. Taylor has become a massive
icon in the music industry over thee last few years and many fans idolise
her. There are many special effects used in this video such as slow motion
when Taylor Swift smashes up his car. This is visually pleasing and keeps
the viewers attention as it is very dramatic. The video itself is very grand
and there is a effective use of props throughout such as horses and fancy
cars.