Advances in technology revolutionised the way music videos are made.
This technology includes: digital effects, CGI, green and blue screens
Music videos have existed since the 1920s.
Many jazz musicians utilised this as a way to portray their music to audiences in a different way. Musicians such as Bessie Smith made short films to accompany their songs.
Early music videos focused more on live performances, including Bessie Smith's. However, modern day music videos combine live and set performances.
Early music videos focused more on live performances, including Bessie Smith's. However, modern day music videos combine live and set performances.
One of the first music videos which was considered modern was Bob Dylan's Subterranean Homesick Blues as part of the film Don't Look Back.
The emergence of pop music TV shows in the 1970s gave record industries a new platform to promote their artists. They would focus on producing short "promos". This method started to replace the old concept of live performances by putting these performances on a live TV stage in front of an audience.
Another massive breakthrough music video was Bohemian Rhapsody by Queen in 1975.
This marked the beginning of the video era. This was one of the first music videos to use visual effects and because of this it became one of the most iconic music videos ever.
Technical codes:
Cinematography:
In music videos, the way cameras are used and how images are sequenced is very important. Other features to look out for is camera movement, angles and shot distance. Cinematography should also take into account the movement of performers (walking, dancing, etc.) There tend to be a lot of close ups that are used of performers as it emphasises the commodity that is on sale (the artist).
Editing:
Usually editing of music videos consist of fast cut montages. This leaves many images impossible to grasp on the first viewing which encourages multiple viewing. This enhances the success and popularity of the artist on show. However, some videos do use a slower pace and more gentle transitions to establish a certain mood. Editing has been enhanced further by digital effects such as split screens, colourisation, CGI and transitions.
Development of technical codes:
Video recording and editing processes= Chroma key or green/blue screen.
The advent of high quality colour video tape recorders and portable video cameras makes music videos cheaper and quicker to make.
It is also important to state that modern day music videos have been hugely influenced by MTV.
Many of the technical codes we now see in music videos came about in the 1990s. These include:
- Fast cut montages
- Multiple viewing method
- Split screens
- Colourisation
- Non representation techniques (musicians not shown in video)
- Lack of edits- more long takes and use of a steadicam.
