A music video is a short film that integrates a song with visual images. They started out as black and white films with songs included throughout and were shown in cinema's, as technology had little development. They were very narrative and documentary style, idolising the artist. Elvis is a great example of this. He made a handful of films including, 'Jail house rock' and 'Love me tender'. In 1965, Bob Dylan filmed his controversial song 'Don't look back'. It was a short film of his latest single at the time. It was a simple video, having Bob Dylan stand with a bunch of paper with his lyrics on them, dropping them card by card to show the lyric playing at the time.
His song and the strong lyrics within it are his way of speaking up against the society, and the way it's perceived. The Beatles had a different approach to their films as their music and fan base was different. 'Hard days night' was their first single to have a music film made for, directed by Dick Lester. It’s in black and white as colour was not available in the 60's. It had them being chased by a mass of fans, through a train station and onto a train. It shows both the band and the fans, appealing to the audience. Because they're being chased by people who love them, this shining a good light on them, idolising them well. It uses close ups, showing the members up close and personal, bringing the people into the action. It has an element of performance, showing the people what they love to see their idols do.
3 years later in '67, they brought out the 'Magical mystery tour' film. This however, was in colour! This uses a lot of visual interpretation of the lyrics. For example, the lyric 'pretty little policemen in a row' shows a row of policemen. Simple, but effective. It shows the Beatles in a new light, relevant to the image they were holding at the time. Music videos always reflect the current social society, representing our culture. This could include fashion and trends, the political system and problems, and also social groups.
In 1964, the BBC started to weekly broadcast a music program call ‘Top Of The Pops’. This is where some of the musicians that were in the music chart at the time would appear to perform. They actually mimed to their song, but it doesn’t matter because people were still being entertained by the musicians they liked and it promoted that artist/band hugely. In ’66 miming was banned on the show.
In 1972, David Bowie released 'Space oddity'. It was a video mainly consisting of a performance element. The camera always comes back round to focus on Bowie, showing the fans what they want to see. It also includes a high amount of close ups on him. As well as performance, it includes a lot of graphics and images that relate to the theme of the song, space. This is like visually interpretation of the lyrics, just interpretation of the theme of the song. This gives it a film like aspect. However, this video is very slow and repetitive throughout, not sparking excitement in the audience through image.
In 1975, Queen released the video for 'Bohemian Rhapsody'. This video is just performance all the way through. There are handfuls of close ups and band shots.
It’s very theatrical, resembling the glam rock image the band had. For example, spotlights, extravagant outfits and the stage.
In the '80's, technology had seriously moved on. In '84 Michael Jackson brought out the video for his hit 'Thriller' which is one of the most famous videos of all time. It was very film like, taking on the conventions of 80’s horror movies. This was shown through every aspect of the video. The title font, costume, drama, night time, woods, voice over, empty streets, run down mansion, cinema and the song too.
In '86 Peter Gabriele released a video of his latest single 'Sledgehammer', which included animation and thousands of camera shots which was edited thoroughly. This video used a sense of performance and visual interpretation of the lyrics. However this video was very abstract. There are some points within the video in which the audience think ''what the hell?!''. Because technology had grown and it was new to the producers, I think it was an opportunity to experiment. Having said this, the video works very well as the song is as loud and exciting as the action that is constant throughout the video. It also speaks for the current social society of that time. It shouts 80's!
Later on in the 80's, The Beautiful South released a video for their song 'Song for whoever'. It was a very self reflective video, aware of its existence. It includes both performance and narrative, going from one another. This shows an insight to them as people as well as them doing what they are known for. This makes the video more exciting than being just repetitive. The narrative refers to the song, it is not just meaningless. The song and video are mocking both love songs and how easy it seemed to become famous and have someone write everything for you. Anyone can be a star, even a jelly! It is anti-realist. Most music videos as we know them now, take on a similar structure to this. It’s now very genetic and popular to watch.
In 1981, the American channel, MTV was created. It’s a form of music television, showing music videos all day. The idea of this music video based outlet came about to promote musicians as well as pleasing the audience.
In '94, American rock band Weezer created an extremely intertextual video for their single ‘Buddy Holly’. It uses strong reference to the hit American 50’s/60’s program, ‘Happy Days’. They are not present in the film, they used footage and clips from the show and merged it. You wouldn’t think this though due to the costume the band members are wearing and the way they act as if they are in the action.
Radiohead had two very abstract music videos in the late 90's. One being 'Street spirit' and the other 'No surprises'. These videos have no specific meaning, they are purely a way of entertaining, engaging and promoting. There doesn’t need to be a meaning to the video, it is an abstract and artistic technique. Stepping outside the box. This is totally anti-realist and has no continuity. Artists were starting to go against typical conventions.
We can see by following the timeline of music videos like these I have mentioned, that new technology opens up new ideas, windows and techniques. Music videos have vastly grown and are forever going to move with technology. From short films at cinema, to one click away on YouTube. Even though they are almost always intertextual, no video is the same as they are influenced by the social society and culture of that time. However, no matter on technology or society, the point of the music video will always stay the same, to idolise the artist and promote their single/album.
