Saturday, 7 December 2013

History of Music Videos

By researching into the history of music videos, awareness will be gained as to how the music industry has changed and developed. The research will take into account a variety of examples.

The music video industry has developed over the years which affects the way in which videos are consumed. The current generation is able to view music videos on numerous channels on television as well as use the internet to search for music videos on video sharing websites such as Youtube. They are also able to download the videos. However prior to the development of technology, the public did not have access to the internet therefore limiting the ways in which music videos could be consumed. Television was the only way to view videos; initially in solely black and white. This illustrates the change in technology and how it impacts the media. The current generation is able to consume music videos through numerous ways as listed below. 
List of the ways in which people are able to consume music videos:

- Television (music channels air music videos constantly and so are widely available)
- Internet (by inputting a title of a video into a search engine, a variety of different web pages display the music video such as Vimeo)
- Youtube (video sharing website that has been specifically formulated to allow audiences access to videos of both the general public as well as artists. Youtube is commonly used to view music videos due to being a free website that allows the public to consume latest videos. It enables videos to go viral if it receives a large view count therefore creating hype around the video
-iTunes (iTunes is the most used supplier of music, created by Apple. It does however require the audience to purchase music video and music unlike Youtube)

Youtube
YouTube is a website solely focused on videos and the ability to share the content of the videos. It was created in February 2005 to allow users to upload their own productions and view videos that have been uploaded by other users and companies. It consists of a variety of sub sections such as education, and entertainment amongst many others. The channel consists of film clips, amateur content such as video blogging, tutorials and other types of videos. Youtube originally offered videos of one quality (320 x 240 resolution)  however in 2007 developed an option to watch videos in a 3GP format on mobile phones. In 2008, a high quality option was developed ( 480 x 360 resolution).
Some media corporations offer material via Youtube.Vevo being a a joint venture music video website that offers music videos from three of the "big four" major record labels: Universal Music Group, Sony Music Entertainment, and EMI Records. 

Videos that have gained at least 100 million views are recognised with the mark of being "Vevo Certified". As evident in the image, James Arthur is an artist that has been certified due to having approximately 34,600 views as well as 165,659 subscribers. The ability to subscribe allows users to receive updates regarding the artist and the releases of their music videos. Users are also able to comment on the material featured on the channel therefore allowing the audience to praise as well as critique the videos.

The most viewed music video on Youtube is 'Gangnam Style' by PSY that has reached a view count of 1,829,476,686 views despite only being released in July 2012. The song has topped the music charts of more than 30 countries. It was promoted not only through Youtube but also political leaders such as David Cameron who attempted the signature dance moves. U.S. President Barack Obama stated the success off the video to be an example of how individuals around the globe are being "swept up" by the Korean culture.






Budget
The most expensive music video to this day is Micheal Jackson and Janet Jackson's 'Scream' costing $7,000,000. The video aims to portray the anger felt towards the backlash received from the media. The location of the music video is a white spacecraft which aims to illustrate both artists getting away from the media that provided the public with an incorrect representation in 1993. The cost is so high due to the spacecraft having been specifically built for the music video. This is due to Micheal Jackson's desire to create a video which isn't on an ordinary set and differs from existing videos, in turn increasing the success of the music video.







MTV 
MTV is an initial of Music television; an American channel that was launched in August 1981. The channel's demographic consists of adolescents as well as young adults. The channel's target audience is broad and so reaches a large amount of people. MTV has a variety of sub channels such as dance, rock, base, pop amongst many others. By providing a variety of genres, the channel satisfies a variety of individuals with varied tasted. The channel is considered to be mainstream as it attracts many viewers who are then exposed to the music videos which MTV air. Music videos are therefore widely available to the public as due to the development in technology, most of the population situated in countries that air MTV own a television; making videos easily accessible. In the past, this type of media was not available and so the amount of people who had access to music videos was limited.

Technology & Special effects 
Technology used to produce music videos has developed on a large scale with producers of the 21st century having access to high quality video recording and editing equipment that allows visual effects to be incorporated within music videos. A green screen is a dominant example of technology which allows the background of footage to be removed and replaced with another image such as a location that may not be easily accessible.

Target audience and the number of views a music video/channel receives 
Due to the substantial growth in the music industry over the past years, there has been an expansion in ways audiences are able to consume music videos. Individuals are now able to view videos on music channels as well as the internet through video showcasing websites. Music videos are heavily marketed and easily accessible on devices such as mobile phones which has significantly impacted on the view count videos they receive. Artists that subvert conventions or create videos that cause controversy are able to create a hype around the media product which leads to increased views. Due to the vast amount of music videos and genres, the music video market is extremely competitive with mainstream artists attempting to attract individuals to view the video and ultimately purchase the song or album. The success of the song itself is directly linked to the music video as the target audience typically displays an interest in how the song is interpreted visually therefore a video that fails to appeal to the target market will negatively affect the success of the artist.

How have music genres developed over the years? 
The 80/90s were primarily focused on the pop genre. This contrasts against the current century in which various genres are present. Artist typically form collaborations meaning hybrids of genres are created. This simply suggests that individuals of the 21st century are more accepting and have more eccentric taste. 

1 comment:

  1. This post demonstrates some understanding of how music videos have changed and developed over the years. You have included a variety of examples, but you need to focus more on the target audience and consider their role, on making music videos successful.

    Aim to include a summary, to explain how your research will assist you with creating your own music video

    ReplyDelete