Music videos have evolved over time from early experimental films responding to music in the 1930s to highly produced narratives and advertisements in today's era. Early videos featured lip syncing to promote songs and developing an artist's brand image. In the 1980s, MTV launched and videos challenged the traditional male gaze, with artists like Madonna giving women more control. Modern videos continue to both advertise the artist and song through narratives and cultural references, while sometimes challenging stereotypes around gender.