The history of music videos

The music video was initially for the band to create some sort of connection with the audience, the first band who considered this where 'The Beatles,' who where so famous at the time, the only way for their fans to see them perform when they where not touring was through their feature film: 'A Hard Days Night.' This featured the band performing their songs within a documentary style film. The documentary black and white film, was personal for the audience as they got to see their favorite band up close and personal without the interfering other fans. Also, in the 60s the idea of traveling to see the band in concert was usually too expensive and too difficult to see through therefore through this film, the audience can feed their voyeuristic pleasure as well as get up close and personal with the band.





In the 1970s Top of the pops was created. This show at first just featured music videos, and was also the first television programme to realise how much music videos could influence a songs sales status. David Bowie scored his first UK number one in almost a decade thanks to his music video 'Ashes To Ashes,' as in order for Top Of The Pops to show the same video the next week the song had to dominate the charts with success; thus the audience would rapidly purchase the song so they had the chance of seeing the eye catching promo.






In 1981, MTV was launched in America. This was the first 24 hour a day music video channel, airing 'Video Killed The Radio Star.' Through the first 5 years of this launch, music videos became a crucial part in popular music marketing. Madonna and Adam and the Ants owe a lot of their success to the skillful construction and seductive appeal to their videos. Music videos allowed artists to market a certain image of themselves, artists such as Madonna created a controversial, seductive image which proved a success due to all the attention from media which surrounded and highlighted her as an artist.



And in 1984 'The Chart Show' was launched on Channel 4. This focused all attention on the number one spot in the musical charts. This was branched from the idea of BBC's Top Of The Pops where people would purchase the song mainly to see the artist's video in the later weeks on the programme. In 1986, Peter Gabriel's song 'Sledgehammer' used special effects and animation techniques in his music video. This video at the time won 9 MTV video music awards.

In the period of the 80s, directors and artists began to explore different genres including more sophisticated effects, mixing film and video and adding a storyline or plot to the music video. This made the video much more interesting and appealing to watch: thus creating a lot of media attention.



However with the rise of more high tech equipment and pressure to gain more and more media attention in order for your song to make position #1 in the charts, videos started to become more and more controversial. This had positives and negatives surrounding the controversy:

Positive: The video would have created a media storm of attention, with the video being discussed on News programmes and talk shows, it would have had articles written about it within newspapers and magazines, thus people where highly eager to hear this song and see the controversial music video.

Negative: This video could result in being band from being shown on television therefore not receive as much attention, if made too controversial which could damage the sales of the record in shops.

Song which have been famously banned include:

Cher- If I Could Turn Back Time. For performing in an 'extremely revealing body suit surrounded by a ship full of sailors.'

Olivia Newton-John - Physical. For including only men having a work out session in only short shorts, and resulting in the male models walking of in pairs holing hands. 'Banned for nudity and homosexual references'

Madonna - Justify My Love. Was banned for its 'depiction of sadomasochism, homosexuality, cross dressing and group sex'



Consequently, music videos play a very important role within artists Careers. MTV has been heavily criticised, some saw the channel for being the beginning an an amazing, new, fresh era in music. Others have considered the channel to mark the end of true musical talent and artists have become more more appreciated for their looks instead of their vocal abilities.
Nowadays, the music video can be deemed as important as the song itself. Collections of music videos are being sold on DVDs, they can even be purchased digitally to download from Itunes. This type of promotion for the artists have inspired a new type of directors: Video Directors, with MTV being one of the first to identify and praise their talents by the VMAs awarding 'moon-men' awards to wining directors and artists who are creative and strong within this category.

Introduction to media A2 Coursework.

For our A2 Media Studies coursework we where presented with a staple sheet listing 13 possible briefs we could chose from to complete which contributes to 50% of our grade.
I was initially interested in two briefs:
1) A promotional package for the release of an album to include a music promo video, together with
- A cover for the artists new album with a case
- A magazine advertisement for the CD.

I was also interested in the brief:
5) A promotion package for a new soap opera, to include a TV trailer, together with:
- A listings magazine front cover featuring the new soap
- A poster for the soap.

I was interested in brief number 1 for i have grown up being surrounded by the development of pop music within in 90s and it fascinates me to analyse how the artists within the music videos are being marketed and branded. It interesting how the marketing of bands have changed with new sub genres e.g. Indie Rock has influenced and created a different type of music videos in contrast with a teen pop music video e.g. Backstreet Boys. Its interesting to analyse how the band are targeting their target audience and analysing if different genres of music include different type of conventions than other genres.
I initially got excited with the idea of creating a CD case which has to include a cover and a track list at the back as once again it all has to be targeted at a certain audience and it has to reflect the genre the band want to portray they specialise in. Its interesting how a single picture and font can present the artist with a certain image which, if they are a new recent band / artist will establish them with that certain image.
I am also interested in creating the magazine advertisement for the album as i come across these all the time especially within Heat magazine and NME magazine. Again this advertisement will be cleverly produced to target a certain audience who may be interested within that album. These adverts are also placed in certain magazines which will attract the audience the music company wants the album to.

I was also interested with brief number five, to produce a trailer for a new soap opera. On television you don't really see advertisements for soap operas unless they are planning an explosive climax for an on going story, for example when Coronation street advertises itself on ITV, it's usually a big wedding with the voice over questioning 'will it be Becky's happiest day?' followed by the name of 'Coronation Street' changed into 'Devastation Street' which is heavily ambiguous and excites the audience. I have also seen adverts on the BBC for Eastenders Christmas specials where it suggests a climax on that episode from a long on going story. I'm interested in investigating why weddings and Christmas episodes are all about creating suspense and excitement for the audience.
TV magazines attract a big audience in society, stretching from my 16 year old cousin buying them to my 80 year old grandma. Its interesting to find out how they have such a wide a target audience, is it the 'big story line reveals' or perhaps the 'celebrity interviews' within the magazine. The font and main image would have to be presented a certain way to possibly attract this vast audience which would be interesting to try and replicate.
I've personally seen advertisements on bus shelters and around the city center advertising the soap, but once again it's usually new characters which are coming into the soap which is advertised or once again a major even within the soap for e.g. a climax at a wedding or at Christmas time. These have to excite and make the audience think as these posters are usually once again ambiguous as they don't reveal too much as it's a case of making the audience tune into that certain episode and all their questions will be answered and expectations will be met.

With giving these two breifs a serious thought, I've decided on doing brief 1. Creating a music video, a CD case and a magazine advertisement advertising the artist and their new record. I found this would be very challenging however I'm much more interested creating analysing music videos, all the shots you could use, creative editing and creating a storyline for my chosen song fascinates me. I'm interested with what i will come up with and for the planning to start!!