Evolution of Music Videos: From MTV to YouTube

1. Unit 4Music Videos English for Cultural and Creative Industries

2. The first song to be broadcast on MTV USA, in 1981, was Video Killed the Radio Star (https://www.youtube.com/watch?v=W8r-tXRLazs) by The Buggles. It was an appropriate choice, because this new channel was about to change the way we listened to music forever. Although British bands like The Beatles had been making short films long before 1981, it was only with the launch of MTV that music videos went mainstream, and they helped to kick-start the careers of recording artists such as Madonna and directors such as Spike Jonze. Video didn’t kill the medium of radio, but it certainly reduced its popularity.

3. Over the course of the 80s, music videos became a recognized art form. The most iconic music video of all time, Michael Jackson’s Thriller, was made in 1983, and pioneering animation appeared in Dire Straits’ Money for Nothing (whose first line is “I want my MTV”, and whose lyrics are about a man’s jealousy of the stars he sees on the channel) (https://www.youtube.com/watch?v=wTP2RUD_cL0) . The 90s, too, were a decade of great innovation. In 1995, Michael and Janet Jackson appeared in the most expensive music video ever made, for their collaboration Scream (https://www.youtube.com/watch?v=0P4A1K4lXDo). In it, the siblings dance around a spaceship and sing about the media who will not leave them alone.

4. Michael Jackson seemed to enjoy making controversial videos, but not as much as Madonna. Her videos have been banned from television more than any other artist’s because of their graphic nature; however, the controversy only increased her fame. These days, sexually explicit dance moves are the norm in music videos, but 30 years ago they still had the power to shock. Our increasing acceptance of explicit images is probably due to the Internet, which caused a second revolution in the music video industry. Did YouTube kill MTV? https://www.youtube.com/watch?v=s__rX_WL100 https://www.youtube.com/watch?v=rDnUIXF2ly8

5. Once, we had to wait and hope that our favorite videos would be shown on television. Now, thanks to YouTube, we can watch whatever we want on demand. Some people believe that creativity in music videos has declined since the advent of the Internet, while others think that this art form may be entering its golden age. Big name Hollywood directors such as J. J. Abrams are starting to get involved in the music video scene; he recently directed a video for the Australian band, Empire of the Sun (https://www.youtube.com/watch?v=dCcHgPSwZbc) . The huge potential audience for online music videos also encourages lesser-known filmmakers to produce high quality work.

6. The most recent development in the industry is the introduction of interactive videos. In 2012, hip-hop duo FKi made a video which allowed viewers to click on, and purchase, the clothes they were wearing, and it seems likely that this commercial element of videos will grow. On the other hand, bands such as Bombay Bicycle Club (https://www.youtube.com/watch?v=OZCfqhRgJ0Q ) are embracing interactivity as a new means of artistic expression – in 2013 they released a video in which the musicians could be animated by dragging a mouse in different directions. Perhaps in another 30 or 40 years’ time, music fans will be able to create new videos themselves each time they listen to a song.

7. Dialogues

8. Dialogue 1 • Two students are talking about whether a singer’s MV deserves to be nominated as the Best MV of the Year. • Rob: Have you seen the latest video by Honey Down? • Emily: Of course! Everybody’s seen it, haven’t they? • Rob: Yeah, I guess they have. What do you think of it? • Emily: I like it. It has an interesting concept, and she’s a great dancer. • Rob: Really? I think it’s pretty disgusting. • Emily: Oh, come on. There are plenty of videos which are way more sexually explicit. • Rob: That’s true, but Honey is only 16. She’s been nominated for best video at the MTV awards – I really hope she doesn’t win. • Emily: That’s a bit mean. It’s a really popular song. • Rob: But if she wins, it sends a negative message to young girls. • Emily: What do you mean? • Rob: I mean it encourages them to believe that being sexy is more important than being smart. • Emily: You’re being very old-fashioned! I heard that Honey was a straight-A student in her old school. There’s no reason why she can’t be sexy and smart.

9. Dialogue 2 • A music video is banned on airing on TV because of its graphic nature. In a talk show, a hostfor the ban and a guest against the ban. • Simon: Welcome back to the show. Today we’re discussing the latest video by controversial metal group Dinosaur Hunters, which has been banned in the USA because of its graphic content. Yes, madam, do you have a comment? • Theresa: Yes, I do. I think this video contains absolutely shocking violence, and it’s quite right that it’s been banned. • Simon: This is a view which many people share, I think. In case anyone here hasn’t seen the video, it shows a man cutting off his own hand. Yes, sir, what would you like to say? • Frank: To be honest, Simon, I think everyone is over-reacting to this video. The lead singer of the band explained in an interview that cutting off his hand was just a symbol for a relationship break-up. • Theresa: Sorry, can I interrupt you? It doesn’t matter if it’s a symbol or not. What matters is that young children could accidentally open this video online, and see this extremely violent act… [fade]

10. Cultural notes

11. Note 1 • Although Madonna has made the greatest number of controversial videos, many other artists have also had their videos banned. • In 1984, Serge Gainsbourg was accused of making an inappropriate video for his song Lemon Incest. In it, he lies on a bed with his 12 year-old daughter, who appears to be singing about a relationship between an adult and a child. • In 1997, Smack My Bitch Up by The Prodigy was banned from both radio and television in the UK and USA. The lyrics were considered to be offensive to women, while the video showed people taking drugs, driving whilst drunk, fighting and having sex. • In 2010, the rapper M.I.A. found herself in trouble over her video Born Free, in which teenagers with ginger hair are arrested and killed by police. M.I.A., who was born in Sri Lanka, defended the video as a comment on the long civil war in her country.

12. Note 2 • The MTV Music Video Awards )(https://www.youtube.com/watch?v=qC-CWMQi5us) began in 1984, three years after the channel launched. Awards are currently given in 18 categories including Best Male / Female Video, Best New Artist and Best Video with a Social Message. • The awards are silver and shaped like astronauts. Over the years, Madonna has received the most awards; in recent times, Lady Gaga and Beyonce have also been frequent winners. The highest number of awards given to an artist in one night was 10, to Peter Gabriel in 1987. His ground-breaking animated video for Sledgehammer (https://www.youtube.com/watch?v=OJWJE0x7T4Q)was as popular with critics as it was with the public. • Although the ceremony has been held six times at Radio City Music Hall in New York, since 2007 the venue and host have changed every year. Sometimes there is no host at all, and each of the awards is presented by a different singer.