This document discusses the history and evolution of music videos and their conventions. It outlines some of the earliest music videos from the 1930s and 1940s, including Len Lye's 1935 video considered the first. In the 1940s and 1950s, "soundies" introduced performance shots and narratives. Popular 1960s videos established conventions like montage editing, sexualization of women, and illustrating lyrics visually. Iconic 1970s videos from Queen and Bob Dylan sometimes broke conventions. The 1980s MTV generation welcomed more quirky styles. Michael Jackson's "Thriller" was a breakthrough that was more like a short film. Core conventions of performance shots and illustrating the music persist despite some experimental indie videos.

2. What was the first music
video?
http://www.youtube.com/watch?v=29i3nRbUs4M
Len Lye - A color box (1935)
This is widely considered to be the first music video, it
was actually an advert for „Parcel Post‟. Arguably setting
a convention of music and advertising being closely
integrated. Also the convention of visuals representing
the music. As you would see in the video, the tempo of
the music and the speed and look of the images are in
sync, when the music speeds or slows down, the images
adjust accordingly. The video was an experiment of
putting music and visuals together and it was received
well in the art world.

3. The „soundies‟ (40‟s)
http://www.youtube.com/watch?v=oeSlF2VDck8
Before MTV, there were "soundies." First appearing in
1941, these three-minute "music videos" played in famous
nightclubs and restaurants everywhere, featuring many of the
legendary musicians of that era and of all time. For the price
of 10 cents, audiences enjoyed artists such as Duke
Ellington, Count Basie, Louis Jordan, Louis Armstrong and
Cab Calloway.
This usually consisted of long performance shots and
branded artists such as Louis Armstrong and Yvonne
DeCarlo. This was mainly for entertainment purposes as they
were all performers so their songs had to be seen performed
as well as listened to.
with choreography and narratives mixed in, for the time the
„soudies‟ was watched and helped promote the artist.
Conventions arose such as performnce shots, narratives and
illustrated lyrics in a narrative form.

4. Conventions Established.
(1960‟s)
http://www.youtube.com/watch?v=VdUX_C77mE8
Introduction to a kind of montage editing. In this music
video we have stills of a beach (middle) and
performance shots of the artist (left). Another
convention of the music video is the sexualisation of
women and portraying them as objects and almost like
trophies (right). Also the use of voyeurism to engage
the male viewers attention.

5. In the 60‟s
The most interesting and iconic videos
usually break the conventions or subvert
them. For example a famous video by Bob
Dylan consisted of one shot, no cuts or
editing involved and
even though he did
not sing the song or
perform he still stood
in the shot portraying
the lyrics through text.

6. The Beatles
The beatles made a video that was also
famous but was more conventional but
less conventional at the same time.
They used conventions such as:
Performance shots, but instead of in a
studio they lip sync and play instruments
not connected to anything to give the
illusion of playing outside. Also this POV
type shot is playing on the voyeurism used
in films and music videos.

7. Montage editing was used here to
keep attention and to keep the
visuals moving along with the
music.
Also close ups of the artists face
was used to brand the artists.
This helps to make the Beatles
recognisable.

8. Random and quirky visuals are added in
surrealism to illustrate the lyrics. Not
always the case but the illustration of the
lyrics is a common convention of the
music video.
“Pretty little policemen in a row”
“I am the eggman, they
are the eggmen”
“I am the wulrus”

9. Queen (70‟s)
bohemian rhapsody by Queen
was arguably the first “music
video” as it was extremely
popular and it helped queen
sell millions of copies of their
album and put them on the
map. Using lighting to create
more dramatic effects and
super imposition to add a spin
on performance shots this
iconic video has been copied
many times and tributed or
parodied.

10. With performance shots and instruments played cross faded with Freddy
mercury singing centre stage this video used montage editing in a more subtle
way and the lighting and effects used were, for its time ground breaking and it
captured audiences everywhere. Also the song behind it was pretty good.
The iconic imagery and the
superimposed shot sizes gave the video
a serious and stylish atmosphere.
Without using illustrations the editing
and lighting were the main strengths of
the video. Also the performance shots
branded and made Queen recognisable
without distracting from the song.

11. Visuals and effects and the editing
compliment the song and go in sync
perfectly so that sight and sound are
in harmony. When the tempo of the
song rises and the song rushed into a
climax the visuals do the same and
when it is calm and slow the visuals
become plain and calm.

12. For example; Classic performance
shots shot at various angles and a
never still climax reaches and a
faster montage edit is used to suit
the mood of the climax of the song.

13. MTV generation.
(80‟s)
The Buggles - Video Killed The Radio Star
(first video aired on mtv)
http://www.youtube.com/watch?v=W8r-tXRLazs&ob=av2n
With performance shots, instrumental performers, and wied imagery and quirky
and odd styles the MTV generation was greeted by the buggles who branded
themselves with the star image with instantly recognisable images. The music
video contained such conventions as the narrative (hardly there but is still
there), performance shots, montage editing, sexualisation of women and the
visualls illustrating the music.

15. KING OF POP
At the time when MTV didnt show any
“black” music Micheal Jackson was
becoming so popular that mtv could not
ignore him and they decided to show the
famous and highly regarded, Thriller.

16. Thriller became one of the most famous videos
ever made and it was the most expensive. For
a long time it was the longest. It was so
different in the scene it had a introduction and
an outro scene and it was basically a short
film. Packed with choreography, performance
shots and it even had a narrator. With loads of
special effects and make up the video was
truly entertaining. And the dance moves were
copied and parodied many times along with
the outfit. This is a prime example of a Star
image making an artist more marketable and
successful/

17. These conventions work and the mainstream music
videos tend not to shy away from them mainly
because they work. In the industry to make a music
video its better to keep it safe and make money rather
than be experimental and artistic. With Indie bands
and artists their music videos tend to be low budget
but usually different and interesting. Over the years
the music that is popular has changed bit the music
video conventions haven't. Although the style has
changed the basics are still there. The most popular
being the performance shot.