THE HISTORY OF MUSIC VIDEOS

Music videos have been and still are an essential element for a band or an artist to have. Before music videos existed, fans could only listen to their favourite artist’s music, they couldn’t see them or watch a concept intended with that song, unless of course going to a concert to see them live. However, this was not an option for everyone. What if you favourite band were based in San Francisco, and you lived in the UK? Travelling around, at that time in the 19th Century, was definitely not a viable option.

The oldest example of a promotional music video that I could find online would be: "Dáme si do bytu" or ("Let's get to the apartment"). This was created in 1958, and was directed by Ladislav Rychman [14]. The reason why I feel this is one of the oldest examples is because this music video contains elements of more abstract and even modern videos.

This music video starts off with a woman singing in what seems to be a paper cut house. A man then joins her singing, whilst they pause quite frequently, allowing for objects to appear out of thin air. The music video also features performance from musicians playing the instruments heard in the song, which is a common feature of music videos nowadays. The couple seem to be singing about love, while all these strange items are appearing around them, seeming to be normal. Although now the effects look quite simple and budget, at the time, people would have been amazed by such editing. The padlock that the woman places in front of the camera, locking her and her partner’s love, is really effective, and actually done quite well, in my opinion making this the first promotional music video, as it is quite powerful, and should persuade people to buy a copy of that song. This music video can be seen embedded below [17].

Ironically, this music video provided a message to its viewers, that ‘video killed the radio star’, meaning that the innovation and advances in music video technology, allowed for music videos to be created and aired on television, thus meaning that less people would listen to radio, and that is exactly what happened. As more and more artists and bands made music videos for MTV, and similar channels, there wasn’t a need for listening to the radio at home. But, of course TV’s were not portable, so when driving or on the go, the radio was still a viable option. Furthermore, the fact that audiences were now able to see the artist and band in their music video, meant that the artist or band were able to create an image and market themselves for a target audience, or specific style, and this effectively meant that music sales could increase, as more people were being aware of what music was out there, increasing the chances of them hearing something that they liked, as well as seeing how that band/artist went about themselves. The ‘Video Killed the Radio Star’ music video can be seen embedded below [19].

The first song that was recorded occurred in 1860 [10]. This song was called ‘Au Clair De La Lune’ [11], which was recorded on the device depicted on the left, called a Phonautograph, invented by Édouard-Léon Scott de Martinville, in 1857 [12]. In these early stages of being able to record music, the idea of a music video was not even thought up; the concept really had no reason to exist, until around 1888, when the earliest film was produced, named the ‘Roundhay Garden Scene’. This was recorded with a motion picture camera, invented by Louis Le Prince. On the right is a frame from ‘Roundhay Garden Scene’ [13].

Now that sound can be recorded, and motion pictures can be made into a video or film, it became more of a realistic target, to try to develop the synchronisation of music that is edited together with moving images, what we now call a music video. In 1894 Edward B. Marks and Joe Stern hired an electrician, called George Thomas, who promoted their song ‘The Little Lost Child’, (image on the left), through a “magic lantern”. This was done by Thomas projecting a series of still images onto a screen simultaneously with live performances. A photo of a magic lantern can be seen on the right of this paragraph. This technique of music played in time with visuals was known as the “illustrated song,” becoming the first foremost step towards a music video [14].

In 1925, an American short musical comedy, featuring Gus Visser and His Singing Duck (image on the right), was an early short sound film, which was directed by Theodore Case [15]. This was one of the first major breakthroughs in video and audio synchronisation, being the earliest example of what could now be considered a music video. From just before 1925, and onwards music video technology has been continuously innovating, and I believe will continue to do so.

From the research I have conducted, in my opinion, I believe that the first music video was Gus Visser and His Singing Duck, created in 1925 [15]. I consider this because, it was constructed of both filmed visuals and audio synchronised together, whereas ‘The Little Lost Child’ [14], in 1894 only consisted of a series of still images being projected onto a screen. Below, I have embedded the video of Guss and His Singing Duck [16].

Music videos have further developed through the zeitgeist of the internet. In 1990, Tim Berners-Lee invented the World Wide Web [20], and a few years later Web 2.0 was introduced. Web 2.0 firstly used as a term in January 1999, by Darcy DiNucci [21]. Web 2.0 allowed users to upload their own content onto the internet, as well as being able to view the content that others posted, from all over the world. Internet access to music became dominant, and ironically, the same year that Web 2.0 was recognised, Napster was launched [22]. Napster was internet-based software that allowed for P2P (Peer to peer) sharing

Over time, music videos have evolved from moving images simply being synchronised with recorded audio, moving on to edited filmed sequences with music, to animations, sequenced dances, film-like narratives and artist or band performances that we see in music videos today.

From the creation of the first music video, ‘Guss and His Singing Duck’, mentioned earlier, there needed to be a transition so that people could watch music at a large scale, instead of paying to see it projected in a cinema. The solution was to have music videos shown on TV. I believe that music videos were primarily launched for a mass audience, after the point when the first music video was shown on MTV, which was called ‘Video Killed the Radio Star’ by The Buggles [18]. This music video was aired on MTV on the 1st of August in 1981 [18].

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sharing, which meant that users can download files shared by others, in succession with one another. This led to a huge number of people illegally downloading music, and sharing it through Napster. The music industry was literally at its brink, and bands such as Metallica were extremely angry with the leak of their upcoming album, at the time, and filed a lawsuit against Shawn Fanning, and his creation Napster [22]. Shortly later, in 2001, Napster was closed down, revoking the P2P functions of the software. Napster has since been changed into a legal streaming service for music, similar to that of Spotify [23].

Although music videos were not the primary projects being illegally shared from one-another on Napster, it may have still occurred at the time. At this point, the internet was beginning to take shape, with many users having access to it, through using dial-up broadband. It became apparent that, if music and similar media files can be posted onto the internet and shared amongst people, why can’t people do the same with videos? It wasn’t up until the 4th of February, 2005 when YouTube was introduced [24]. This made it possible for anyone to upload video-based content that they had filmed or put together themselves. People began to post vlogs, fails and ‘funny’ occurrences that the mass audience enjoyed watching, and thus anticipated. Shortly later, bands and artists that were not signed began to post their content onto YouTube, building their popularity, and awareness, not only in their local area, but all over the world.

YouTube uploaders then had an era of recording what was on TV or DVD’s, and posting it onto YouTube, including music videos that would have been shown on TV. It wasn’t until labels realised that this breech of copyright was occurring, that they decided that it would be beneficial for them to post the music videos of their established artists, themselves, rather than allowing the public to do so. Labels made their own YouTube channels and were uploading their artist’s/band’s music videos, commonly receiving a positive reception, in terms of view count, as well as aiding the way that they marketed that artist/band.

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Music videos on YouTube grew so immensely, that it was time to organise it so that viewers can find related and similar artists/bands at the click of a button. In December 8 2009, Vevo was launched [25]. Vevo is a video hosting service, which runs alongside YouTube, hosted by Google, Universal Music Group (UMG), Sony Music Entertainment (SME) and Abu Dhabi Media [26]. Artists and bands signed under one of the labels that host Vevo would automatically have their music videos posted onto YouTube, and if not, then the Vevo website, itself. Vevo

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Vevo allows for controlled advertising, helping the record label, band and artist make money, similarly to how they would if their music videos were being played on TV. Vevo has continued to grow over the years, and is now one of the most dominant channels that host music videos on YouTube. Together with Vevo, and similar channels, YouTube has now become a very popular, if not the most popular platform for watching music videos on.

Another development that has changed music videos is the access to them, through the innovation of portable devices. Devices such as the iPad, launched in America on the 3rd of April, 2010 [27], have revolutionised the way that people, especially in this current era of ‘Generation Connected’ (people of all ages that are connected through the internet, with electronic devices and social media [28]). People who have portable devices tend to watch videos on them quite frequently, as they are relatively easy to use, and can be opened really quickly, in comparison to waiting for a PC to load up, and going online onto video hosting sites, such as YouTube. Additionally, people with portable devices, such as tablets and smartphones, commonly lie down on their beds, whilst using that device. This is a key attribute of young people aged from around thirteen, to early adulthood, and this high usage of portable devices means that these people can easily and efficiently watch music videos that are on YouTube, and similar applications, without taking much time out of their day. With this in mind, labels and artists/bands ensue that their videos are accessible to the mass audience, so that they can get the most views, and interaction from their audience as possible, which would not have been possible in the past, when music videos were conventionally just shown on TV. Another advantage of portable technology, such as having tablets, is that people can watch videos on the go. With so many Wi-Fi hotspots available around cities, companies are almost begging that people use their Wi-Fi while consuming their products, such as drinking coffee in Starbucks, and surfing the internet on an iPad. With these possibilities, it is no wonder that music videos

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videos have continued to develop, allowing for faster streaming or buffering on sites or applications, such as YouTube, to meet the audience’s needs of today, while enhancing their video viewing experience.

In addition, music videos can now be bought on iTunes. Although this is not as popular as watching music videos on the internet, people may buy a music video on iTunes to feel more connected to the artist/band, and that they are helping the artist/band to continue to make great music. Furthermore, nowadays, some bands and artists tend to release a DVD of their music videos together with their CD album. This is a good incentive for fans to watch that band/artist’s music videos, in comparison to advertising and suggestions on YouTube and similar sites, which people could be more inclined to ignore. Spotify currently has live band sessions that are streamed as a video on its website [29], and desktop application. Although, not very popular, as most people know Spotify for streaming music itself, streaming music videos on Spotify could really take off in the future. This will also help audience’s to find the official videos of their favourite bands and artists, which is sometimes difficult to do on sites such as YouTube.

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The future of music videos will continue to evolve, and become even more exciting every time. An increased number of people will be able to create their own online content, and share it with their friends. Developments in the film and cinema industry, could also continue to revolutionise the ways that music videos are made and developed. I believe that music videos will continue to grow, as they are now preferred by audiences, when compared to just having the downloaded or physical copy of the audio track. Today, MTV barely, or possibly do not even show music videos on its TV channel anymore. Although this pretty much denies the purpose of the TV channel, it is clear that music videos have really taken off online, which is now the primary source people use when wanting to watch music videos. That being said, without the developments and innovation in the past, including MTV, music videos screened in cinema, and the vast technological advances, I doubt that we would be where we are today, in terms of the popularity and importance of music videos.

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Technology in music videos has changed over time, as it has allowed for the creation and innovation of visual and special effects. In the past visual effects were rare to come by, and difficult to achieve, as the required technology for doing so, was not yet innovated. It was only until visual effects and Computer Generated Images (CGI) were being used in films, that music videos could have the potential of having these effects. One of the earliest videos with visual effects was ‘The Buggles - Video Killed The Radio Star’. This video can be found earlier on, in this blog post, or by clicking here [19]. This video being the first video to ever be shown on MTV, incorporates a great amount of visual effects throughout the various sequences within the narrative. Below are three stills taken from ‘Video Killed The Radio Star’, showing some of the visual effects from the video.

For the past couple of years, it has been very common to see special effects in a music video. Artists and bands with large budgets tend to commission production companies to film and edit their music videos, allowing for a depth of visual and special effects to be implemented into the narrative of the music video. As technology has improved, so has the visual effects and production quality of CGI in music videos. An example of a music video a few years old that uses special effects effectively, is Eminem’s – Not Afraid [37]. Three stills taken from this music video, showing the special effects being used, can be seen below:

Currently, editing software has been made available more than ever before, and this has allowed for artists / bands, and keen people within the media industry, to edit their own music videos, and add their own special effects, which would have not been possible in the past. This allows for artists and bands to create their own marketing image, and show their creativity, through their editing, to match that of their music and visuals together. A great example of this is Clean Bandit’s – ‘Rather Be’ Music Video [38]. Clean Bandit directed, and edited this music video themselves, and have shown a high level of originality and creativity. Three stills from ‘Rather Be’ can be seen below:

Through my cover music video of ‘Rather Be’, I picked up on some of these special effects, and replicated them with my video group’s branding and logos. This just goes to show that editing and special effects can be learnt and used by anyone who is willing to research and experiment with editing software. Three stills of my version of Clean Bandit’s – Rather Be music video, can be seen below, and compared to the stills from the original video above:

Another factor that has changed over time through technology is access to and the portability of equipment. In the past, production companies would have had to be hired to film music videos for artists and bands, as specialist camera and lighting equipment was almost impossible for artists and bands to afford. However, nowadays, artists, bands and consumers can easily buy the required equipment to make a music video, as high quality cameras are being made, which are more portable and cheaper, when compared to the initial industry standard equipment. Editing has also become easier for media consumers and enthusiasts, as they are now able to easily get professional editing software, and create their own videos. Technology has advanced so much, that phones and tablets now have the capabilities for planning, filming, and editing a video, without even having to switch devices. However, it may still be preferred to use camcorders or DSLR’s to film music videos, as they present a higher production quality than any phone can achieve on the market today.

Another factor that has changed with the technology centred on music videos, is the growth of consumerism and product placement. It is incredibly common for artists and bands to have a glamorous lifestyle presented in their video, and this effectively attracts audiences to watch these music videos, to learn more about that band or artist, as well as understanding their musical or career vision. In the past product placement was also present, as from the era of music videos being on TV, sponsors and companies would pay for their product and logo to be shown before and after the music video was shown, in return for paying for the costs of making the music video, or paying for the TV slot. In modern day, with YouTube pioneering the music video industry, adverts are incredibly common, and product placement is used throughout, as a way for artists and bands to afford the production of their music video. In the future, music videos may become a lot more creative and original, as adverts could help unsigned artists and bands to pay for the production of their video, and filming equipment being much cheaper, would allow for a high production value video to be produced.

Music videos are much more different now, when compared to how they once were in the past. Websites and Applications such as YouTube did not exist, and the internet was not a music video outlet. Until 1990 with the invention of the World Wide Web [20], and 2005 with the launch of YouTube [24], music videos would have had to be seen on TV, or if they were very successful, such as Michael Jackson’s thriller, they would have been shown in Cinema. The fact that music videos can now be easily watched on YouTube, makes them really accessible, allowing for people to search and watch their favourite artists and bands, in a matter of seconds.

In addition, the introduction of User Generated Content (UGC), has allowed for these people – the audience, to be prosumers. This gives these users the ability to showcase their opinions, share their content, as well as even making their own music videos. Furthermore, music videos are different now to how they once were, as they have become increasingly creative and original, when compared to the linear narratives, more commonly seen in older music videos in the past.

In conclusion, music videos have been around for a long time, and are now a widely watched phenomenon, considered to be part of people’s lifestyles, or even daily activities. Without music videos existing, I believe that the music industry would not have grown or have been as immense as it is today. Fans wouldn’t be as connected as they are to their favourite bands and artists. These bands/artists would not have been able to promote themselves easily, to a wide audience. And, we, the mass audience, would have not had the opportunity that we have today, in terms of being able to release and share our own content, in the desire of being discovered online, or simply being able to share our own stories, with the rest of the world. Through all the research I have conducted, I have learnt about the importance of music videos, and how they are vital for the music industry. Without this research and in-depth thought, I believe that I would have just taken music videos for granted, and not had understood about the history and roots of any given music video. Moreover, I am excited about the future of music videos, and cannot wait to experience the innovations and technological developments that are yet to come.