TRANSCRIPT FOR HISTORY OF MUSIC VIDEO

A music video is a short film or montage of footage that accompanies a piece of music. Modern music videos were primarily used to market and promote the sale of the music. The purpose of a music video is to establish a visual representation of an artist or band, providing an audience with a first impression of them and to existing fans, to fulfil expectations. Music videos are also made to entertain their audience. By the 1980s, music videos were essential to the promotion of all singles. In the 1950s rock and roll were born and artists such as the Supremes and Elvis Presley often did performances which were filmed. The Beatles used the power of music videos to market their records and express themselves as artists. They recorded dozens of promotional clips, some with narratives. This is the era where performance based and narrative based music videos had begun. David Bowie in 1969 was one the first artists that wanted to break the convention of a performance based video as for each album he became a different persona and created stage names for himself. He was one of the first artists who wanted to be more creative and he became very iconic. 1970s was a very important era as the show top of the pops was premiered. There were still not music videos but it was the show were audiences watched to see artists perform and it was one of the only ways artists were featured and became in the know to audiences. The music video for "It's A Long Way to the Top (If You Wanna Rock 'n' Roll)", was filmed on 23 February 1976 for the Australian music television program Countdown. This was Australias equivalent of top of the pops. The 80s were a significant time period for music videos beginning the age of 24 hour music television with the launch of MTV. 'Video killed the radio star' was the first video shown on the channel. Which was Ironic as this was the huge launch that made the radio less significant. MTV became an important tool in music marketing- allowing artists to create their own images through videos and also promoting their music. 1983 was Michael Jacksons Thriller that became the most successful and influential in music video history. It was 14 minutes long and included dance moves and themes that became iconic. Madonnas material girl was incorporated new wave music. The video of material girl which was modelled closely to Jack Coles staging of Diamonds a girls best friend from the film Gentlemen Prefer Blondes. In 1986 the song Sledgehammer became a four week consecutive number one on the billboard charts thanks to its influential music video. It was one of the first abstract music video which had claymation, pixilation and stop motion animation which gave life to the images in the song. The 90s was a huge year many more genres were introduced. For example r&b, hip hop and rap became more main stream. Music Videos in this decade were common for many artists.

Michael Jackson and his sister Janet again made an impact on the history of music video with their single Scream it was the most expensive video ever made costing over $7 million. It featured the artists in a space shuttle with effects that made them look like they were levitating which was incredible to watch in that time era. YouTube was launched in 2005 YouTube allows you to watch music videos whenever you want. It also allows the public to upload their own videos. Users have developed their own community where it has enabled a new kind of musical creativity. It also challenged the way audiences perceive music. YouTube has become the third most visited website in the world behind Google and Facebook. Over 100 million clips viewings a day.

2010 was the year Beyonce and Lady gaga shocked the viewing audience of their creativity and vulgarity. Many critics praised the video, but some criticized its violence and themes. It also have
cross reference to the films Pulp Fiction and Kill Bill.

In 2011 Professor Green experimented with something new, Professor Green's new track has been filmed using a cutting edge 360 camera allowing fans to interact, manipulate and direct the video as they desire. It was not as popular as predicted to be but it could hold some significance in the future.