The History
The first ever music video, known then as a "promotional film", was said to be recorded by the English rock-band, The Beatles. The song Strawberry Fields Forever was released in early 1967, along with the music video which was first aired on 25th February 1967. Directed by Swedish television director Peter Goldman, the video took 2 days to film and entailed a number of different conventions such as; reverse film effects, stop-motion animation and jump-cuts from day to night. Along with another Beatles hit, Penny Lane, the two music videos were selected by New York's MoMA as two of the most influential music videos of the late 1960s.
The popularity of music videos really started to increase in the 1980s, when MTV (a television channel that broadcasts popular and promotional videos) was launched in 1981. The first music video ever aired on MTV was Video Killed the Radio Star by The Buggles. Having a music video meant you had a means to ensure your music was heard all over the world. The majority of videos produced were for British acts, which is why in the 1980s, there was an increasing number of British acts in the American charts. This is a perfect example of the importance of music videos and how they impact the listeners and viewers.
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In terms of style, there a number of different ways to portray a music video and they hold a number of different conventions and themes:
- Studio Performances - A music video shot entirely or mostly in a controlled environment (studio) with lots of props, costumes, green screen and artificial lighting. Usually, these types of videos don't have a true narrative, but rather just add a visual experience to the music without much meaning. They are mainly simple, fun, easy to make videos. (e.g. Faith Hill - American Heart)
- Surrealistic - These music videos are very abstract, and may or may not have relation to the music itself, these videos are very artistic and creative and usually contain a mixture of live footage and animation to add surreal effects or distortion. They appear to be influenced by visions or dreams. (e.g. Faith Hill - Mississippi Girl)
- Interpretive/Impressionist - Similar to surrealistic music videos, interpretive music videos can be abstract and may or may not have a direct relation to the music. The main difference between the two is that interpretive videos don't usually contain distorted, or unreal imagery, they aren't intended to be surrealistic but rather focuses on adding a creative visual experience to the music in which viewers can interpret differently.
- Animation - Animation based music videos are simply partially or entirely animated music videos. This style of music video is usually cheaper to produce since it is entirely digital, and props, venues, cameras and other equipment aren't needed. This style of music video can also compliment a song as it may suit its mood, or can attract their target age group. (e.g. Faith Hill - This Kiss)
- Narrative - Some artists want to portray the meaning or message of their song through the music video. These narrative music videos can either be a literal representation of the lyrics, can be metaphorical or can even be a completely unique storyline not related to the lyrics, or the music. (e.g. Tim McGraw - Highway Don't Care)
- Concert/Live - This style of music video captures the experience of seeing the artist performing live. They can be either staged performances produced in the studio, or can be actual live footage captured during the real performance. This creates a realistic feel and gives the viewer an experience unlike the other form of music videos. It is often used to show the emotion, and attitude of the artist as they perform the song to give the viewer a better feel for the music. It is also used as a marketing tool to promote concerts and tour dates. (Tim McGraw - Southern Girl)
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Music videos are produced for a number of reasons, but one of the main ones is to promote the artist to the public. Music productions tend to bring out an artists' personality and gets them noticed. Through music videos, artists can promote their ideas and themes, maybe put in some personal beliefs. People generally watch music videos for the entertainment it provides and a chance to get a look at the artist from a different point of view.
Music videos tend to be produced when the artist wants to release that particular song as a single. This way, the song can be reached on all platforms. Radio, iTunes and Spotify are all purely based for the digital song, whereas places like Vevo, YoutTube and television channels are able to play and release music videos to help boost the sales during the release. Artists with big record labels such as UMG and SME, they are more likely to have a partnership with Vevo and exclusive access, meaning listeners and viewers will be able to first view the music video on Vevo. Vevo will then allow YouTube to broadcast the video a short while after, and this is the platform where artists can generate income.
YouTube videos are a great platform for artists and their music videos as it's yet another way for them to generate a solid income with their videos. All official YouTube channels for artists tend to be somewhat linked with Vevo, so the names would be TimMcGrawVEVO or TaylorSwiftVEVO, etc. It is estimated that each music video on YouTube makes $2 per 1,000 YouTube views, and this can be a number of different ways, not just the artists promoting themselves, but also viewers.
YouTube also offers a different approach called 'Content ID'. This means if someone was to upload a wacky wedding video with a particular song in the background, then the artists record label can agree to cover the thing with ads and take a cut of the royalties. YouTube is also the home for new and upcoming music artists that want to make an impact and a career from singing and performing, and this is yet another way artists such as Taylor Swift, for example, can make even more money. If the upcoming new artist was to put their own spin on one of her songs, and it reaches a certain number of views, then Taylor herself, and also the new artist, would make a profit from this also. Take this cover for example. Here is Tyler Ward, a musician based on YouTube, singing one of her songs from her new album:
Music videos tend to be produced when the artist wants to release that particular song as a single. This way, the song can be reached on all platforms. Radio, iTunes and Spotify are all purely based for the digital song, whereas places like Vevo, YoutTube and television channels are able to play and release music videos to help boost the sales during the release. Artists with big record labels such as UMG and SME, they are more likely to have a partnership with Vevo and exclusive access, meaning listeners and viewers will be able to first view the music video on Vevo. Vevo will then allow YouTube to broadcast the video a short while after, and this is the platform where artists can generate income.
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YouTube videos are a great platform for artists and their music videos as it's yet another way for them to generate a solid income with their videos. All official YouTube channels for artists tend to be somewhat linked with Vevo, so the names would be TimMcGrawVEVO or TaylorSwiftVEVO, etc. It is estimated that each music video on YouTube makes $2 per 1,000 YouTube views, and this can be a number of different ways, not just the artists promoting themselves, but also viewers.
YouTube also offers a different approach called 'Content ID'. This means if someone was to upload a wacky wedding video with a particular song in the background, then the artists record label can agree to cover the thing with ads and take a cut of the royalties. YouTube is also the home for new and upcoming music artists that want to make an impact and a career from singing and performing, and this is yet another way artists such as Taylor Swift, for example, can make even more money. If the upcoming new artist was to put their own spin on one of her songs, and it reaches a certain number of views, then Taylor herself, and also the new artist, would make a profit from this also. Take this cover for example. Here is Tyler Ward, a musician based on YouTube, singing one of her songs from her new album:
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In terms of promoting new music from a particular artist, it's a great starting point for branding a new album or genre that they're going for. One example is country artist Tim McGraw. He's recently released a new album, Sundown Heaven Town, and he's been using social media to create a trend of #NewYearNewMcGraw. On January 1st, this hashtag was created, and he teased fans with music video trailers and lyric videos to enhance his new sound and album, that was released on 16th September. Using Instagram to upload 15 second clips of his first single from the album, Lookin' For That Girl, he gave fans a taster of what his new album would be like.
By promoting teaser clips, Tim McGraw had a steady fan base and interest in the album. He released these before the first single was released, then had upcoming singles lined up before the release of the album. By releasing the single and music video before the album was released, it almost foreshadows as what's to come for the new album and how Tim McGraw wants to brand himself differently in comparison to his previous albums. It's good for artists to do this sort of thing as it keeps them in the public eye throughout the lead up to their new releases and will give them a solid platform to promote on when the music is finally released.
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