History of the Music Video

I looked into previous music videos in order to get an idea for our music video which we have to create. I feel this will also give a better understanding of the conventions in which i will have to follow when creating my music video. By doing this research it has also gave me an insight into how music videos and also the themes that occur in them have changed over time. When looking into this i found the different types of colour that were used and how these have developed and changed along with technology, and how these in particular represent the genre. This has given me a insight into the type of colour pallet i will need to use when creating my music video for the genre pop. 

During my research i found that music videos have been around since the 1920's however back then they were very simple and basic, this due to the lack of experience and technology. They also didn't have many editing techniques therefore most of the music videos were shot in one long take. During the music video it was normally just the artist preforming their song live. The whole idea of the music video developed from films and short films, this shows how the media industry has developed. 

The oldest and most popular music video was Bob Dylan's Subterranean Homesick Blues, 1965. The main reason it was so popular was because it was something new and different to the previous music video's that had been made. The artist is this flips the lyrics to the song in sync with the lyrics, therefore conforming to Goodwin's theory with there being a relationship between the lyrics and the visuals. 

In the 1970's artist were promoted better in their music videos. in 1975 Bohemian Rhapsody, by queen was one of the first music videos in which visuals along with effects were incorporated. However music videos were not as famous as they are today they would have only been shown in cinemas. However this music video in particular marked the change in the music video industry. From this TV channels where created, which record companies found were the best place to promote their artist. 

 

Around the 1990's there was two new forms of music videos, the conventional, which consists of fast cut montage and the second one being the experimental music video which was non-represental of the artist. However music videos have changed and developed so much over the years due to the advance in technology. 

The cinematography in music videos play a huge part into establishing the genre of the music video as well as creating an effect due to the movement of the camera and the different angles used. An example of how camera shots and angels create an effect to the music video is the close-up shots used on the artist create a more intimate feel for the audience as they are solely focused on the artists face and features. 

The mise-en-scene for example the facial expressions and the wardrobe the artist is presented in also create a feel to the music video. Katy Perry's california Gilrs wardrobe suggests the song is going to be upbeat and happy and also relate to the pop genre, this is due to the bright colours used and also the shortage of clothing. 

The editing process also used in the music videos also suggest the genre of the music video, If there are lots of fast paced edits, this suggests that the song/music video is upbeat, therefore can be associated with perhaps the pop and dance genre. However is there are lots of long takes and not as many cuts this could suggest that the song is perhaps a ballad.

The purpose of the music video is to create a buzz about the song and artist itself, its also used as a technique to promote the record label. Therefore used a persuasive technique to get the audience to buy the CD or album once it has been released. However recently CD and album sales have decreased due to people illegally downloading their music via the internet and apps on the iPhone such as 'Free Music Download'. Furthermore technology has changed as people are no longer going into shops to buy the CD or album but are instead downloading them off their iPad, iPhones and androids.