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MUSIC VIDEO HISTORY June 24, 2011

Filed under: Secondary Research — ryansmith66 @ 9:23 pm

80s to the 90s the birth of videos

MVS only when big to the public in the 1980’s when the launch of a new tv station MTV( august 1st 1981) a tv station dedicated to showing 24hr non-stop music videos to the cable subscribers. MTV saw the potential for MVS and signed up to a couple of big time record labels to try and produce big hit videos for BIG HIT SINGLES. MVS prior motives were promotional tools and film clips but with the aid of MTV they became the modern day art form.

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The first video shown was an icon statement of MTV’s by choosing to preview “VIDEO KILLED THE RADIO STAR” by the BUGGLES. As MVS grew more and more popular acts such as MADONNA & MJ started to owe alot of their successes in the early 90’s the creative directors of the films.

However it was provign to be costly and lengthy to produce videos so in the latter stages of teh 90’s tecniques such as image compositions, portable and handheld high qaulity coloured camcorders were released. Allowing producers and artists to turn out videos in a couple of weeks and cheaply. Then directors started to have the idea of introducing storylines and live footage to videos a convention that are still upheld.

However artists in these video were sparced, in fact they are created to promote the artists as much as teh song so all videos began to concentrate on teh artists themselves and began to commify them as sex symbols or bad boys etc.

NOVEMBER 1983, even to-date the highest grossing song and most influentcial video and song ever released, MICHAEL JACKSON: THRILLER produced by EPIC RECORDS which costed $500,000. However its airing was shrouded in controversy as prior hits such as “SUPER FREAK” which took the US charts by force, video never aired by MTV which led to the artist’s RICK JAMES retalation callign the show racist. This would be th eifrst MVS aired that had been sung by an AFRICAN AMERICAN.

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MJ didnt animation or live concert footgae or models but told stories such as THRILLER and SMOOTH CRINIMAL also BILLY JEAN where he would usee effects such as the glowing side walk and mass choreography sessions which made the video famouse.

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The 00’s

The 1st company to feature MVS virally were teh IRC based group who recoreded them off teh television and exchnaged teh files via IRC channels. The rival group iFILM launched in teh summer if 97 which allowed subscribers to send media file via e-mail to other users allowign MVS to be shown for free. By 2002 MTV gaev uup on airing MVS in favour of reality television which was provign a huge hit USA and still is today.

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YOUTUBE’s launch in 2005 makign the lengthy process of downlaodign and chunign in to watch MVS was over, with YOUTUBE’s instant connection with high qaulity assurance. Also by managing directors of FACEBOOK & MYSPACE MVS were able to be downlaoded from YOUTUEBE and be featured on ypur homepage, allowign record labels to reach a huge, global audience for free without marketing.

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In 2007, the RIAA issued cease-and-desist letters to YouTube users to prevent single users from sharing videos, which are the property of the music labels. After its merger with Google, YouTube assured the RIAA that they would find a way to pay royalties through a bulk agreement with the major record labels. This was complicated by the fact that not all labels share the same policy toward music videos: some welcome the development and upload music videos to various online outlets themselves, viewing music videos as free advertising for their artists, while other labels view music videos not as an advertisement, but as the product itself.

MTV itself now provides streams of artists’ music videos, while AOL‘s recently launched AOL Music, featuring a wide collection of advertising supported through the streaming of videos. The Internet is now the primary market for record companies to promote their artists. When first launched, Apple’s iTunes Store provided a section of free music videos in high quality compression to be watched via the iTunes application. More recently the iTunes Store has begun selling music videos for use on Apple’s iPod with video playback capability.

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Another significant factor in the change in direction towards Music Video airplay, MTV officially dropped the Music Television tagline on February 8, 2010 from their logo in response to their increased commitment to non-scripted reality programming and other youth-oriented entertainment rising in prominence on theirnetwork.

EVALUATION

This has helped me because, i need to change and challenge the common convention of music by using my own ideas and images, the best way of doing this is to look how conventions have changed of teh years and bring back some of the original ideas before hi-tech animations.

Back in teh begginign low budgeted videos were created without featurign teh artist, this will be used in my video as well will cutaway scenes to carry on the story and leaving the main narrative of the dance off. But challenging teh choruse MVS repition nothing will be repeated in my video however i will slow down or rewing certain moves becasue of the perfect imagery to please teh viewer.

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