Industrial Context

Introduction to Music Videos :

- The "music video" dates as far back as 1960s promotional films for the Beatles, but the music video form didn't really take off until the introduction of music television channels, most notably MTV​

-  Early music videos were shot and edited on film, but with the development of technology involving digital editing, and a big budget, music videos were able to cement an editing style involving fast-paced movements.​

- In 1981 MTV launched, airing the music video to "Video killed the Radio Star" by the Buggles, and beginning a 24-hour streaming service on television. The start of MTV is credited to be a central role in growing the careers of artists such as Duran Duran, Madonna and even Michael Jackson. ​

- Music videos became something much more than a standard video to accompany music. They were able to tell a story and explore current political and social themes within society. This trend expands onto current day music, seen in iconic videos such as Childish Gambino's "This is America".​

History :

- 1960 - 1973 : Promotional clips - In the late 1950's, a visual jukebox as introduced in France. Short films would be made to accompany french artist's songs. This practice spread to other countries. In 1964, an experimental short film named "Scorpio Rising" used popular songs instead of dialogue. In 1965, The Beatles began to make promotional clips known as "filmed inserts" for distribution and broadcast in different countries - primarily the U.S to promote their record releases. David Bowie featured in a series of promotional films during late 1972 - 73, including one with a budget of $200, filmed at an afternoon rehearsal for Bowie's Rainbow Theatre concert. The clip was turned down for broadcasting by the BBC, who found the homosexual undertones "distasteful".

- 1974 - 1992 : Beginnings of music television -   During 1975, Queen's "Bohemian Rhapsody" was occampanied by a promotional video on Top of the Pops. It is “widely credited as the first global hit single for which an accompanying video was central to the marketing strategy”. In 1981, MTV launched with the music video for "Video killed the Radiostar". MTV became a crucial place for artists to promote their music. The DIY video approach that initially inundated the MTV in the early 80s soon fade toward huge production budgets and an era where music video cost more than feature films.

- 1992 - 2004 : Music videos began to encompass directors. Directors in the industry revolutionised music videos - making it so videos could have meaning to accompany the song instead of promoting only a band. Directors like Michel Gondry grew and were given new platforms and budgets to express ideas. Around the Wold is considered by Gondry as the music video he most likes and we can see why– It packs all the elements that he got famous for, the visualization of the music through choreography, a minimalistic set design and dreamlike imagery that later became his signature. Gondry is also known for playing with camera angles, as seen Cibo Matto's "Sugar Water". Another notable example encompasses a beloved childhood toy - lego, as shown in The White Stripe's "Fell In Love With A Girl". 

- 2005 - onwards : Nowdays, the main streaming site for music videos is YouTube. A focus on new ideas made low budget music videos go viral and unshackled from the censorship of broadcast television. Ideas that weren’t possible to be broadcasted before started appearing in music videos. Artists are able to upload and liscence their own music videos, thus giving artist's their own creative outlets.