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1992–2004: Rise of the directors

In November 1992, MTV began listing to Chris Cunningham, Michel Gondry, Spike Jonze, Floria Sigismondi, [1] Stéphane Sednaoui, Mark Romanek and Hype Williams all got their start around this time; all brought a unique vision and style to the videos they directed. Some of these directors, including, Gondry, Jonze, Sigismondi, [2] and F. Gary Gray, went on to direct feature films. This continued a trend that had begun earlier with directors such as Lasse Hallström and David Fincher.

Two of the videos directed by Romanek in 1995 are notable for being two of the three most expensive music videos of all time: Michael and Janet Jackson's " Scream", which allegedly cost $7 million to produce, and Madonna's " Bedtime Story", which cost a reported $5 million. From this, "Scream" is the most expensive video to date. In the mid to late 1990s, Walter Stern directed " Firestarter" by The Prodigy, " Bitter Sweet Symphony" by The Verve, and " Teardrop" by Massive Attack. [3] [4]

During this period, MTV launched channels around the world to show music videos produced in each local market: MTV Latin America in 1993, MTV India in 1996, and MTV Mandarin in 1997, among others. MTV2, originally called "M2" and meant to show more alternative and older music videos, debuted in 1996.

In 1999, Mariah Carey's " Heartbreaker", became one of the most expensive ever made, costing over $2.5 million. [5]

From 1991 to 2001, Billboard had its own Music Video Awards.

2005–present: Music video downloads and streaming

A video promoting Spoon's album Spacey Boy and Sadness Girl.

The website iFilm, which hosted short videos including music videos, launched in 1997. Napster, a peer-to-peer file sharing service which ran between 1999 and 2001, enabled users to share video files, including those for music videos. By the mid-2000s, MTV and many of its sister channels had largely abandoned showing music videos in favor of reality TV shows, which were more popular with its audiences, and which MTV had itself helped to pioneer with the show The Real World, which premiered in 1992.

2005 saw the launch of YouTube, which made the viewing of online video much faster and easier; Google Videos, Yahoo! Video, Facebook and Myspace's video functionality use similar technology. Such websites had a profound effect on the viewing of music videos; some artists began to see success as a result of videos seen mostly or entirely online. The band OK Go capitalized on the growing trend, having achieved fame through the videos for two of their songs, " A Million Ways" in 2005 and " Here It Goes Again" in 2006, both of which first became well-known online (OK Go repeated the trick with another high-concept video in 2010, for their song " This Too Shall Pass").

At its launch, Apple's iTunes Store provided a section of free music videos in high quality compression to be watched via the iTunes application. More recently the iTunes Store has begun selling music videos for use on Apple's iPod with video playback capability.

The 2008 video for Weezer's " Pork and Beans" also captured this trend, by including at least 20 YouTube celebrities; the single became the most successful of Weezer's career, in chart performance. In 2007, the RIAA issued cease-and-desist letters to YouTube users to prevent single users from sharing videos, which are the property of the music labels. After its merger with Google, YouTube assured the RIAA that they would find a way to pay royalties through a bulk agreement with the major record labels.[ citation needed] This was complicated by the fact that not all labels share the same policy toward music videos: some welcome the development and upload music videos to various online outlets themselves, viewing music videos as free advertising for their artists, while other labels view music videos not as an advertisement, but as the product itself.

To further signify the change in direction towards Music Video airplay, MTV officially dropped the Music Television tagline on February 8, 2010 from their logo in response to their increased commitment to non-scripted reality programming and other youth-oriented entertainment rising in prominence on their live broadcast. [6]

Vevo, a music video service launched by several major music publishers, debuted in December 2009. [7] The videos on VEVO are syndicated to YouTube, with Google and VEVO sharing the advertising revenue. [8]

As of 2017, the most-watched English-language video on YouTube was " Shape of You" by Ed Sheeran. As of 2018, the most-watched remix video on YouTube was " Te Bote" by Casper featuring Nio García, Darrell, Nicky Jam, Bad Bunny, and Ozuna.

Official lo-fi Internet music clips

Following the shift toward internet broadcasting and the rising popularity of user-generated video sites such as YouTube around 2006, various independent filmmakers began films recording live sessions to present on the Web. Examples of this new way of creating and presenting a music video include Vincent Moon's work with The Take-Away Shows; In the Van sessions, a similar platform; [9] and the Dutch VPRO 3VOOR12, which puts out music videos recorded in elevators and other small, guerrilla filmmaking type locations in a similar tradition called Behind. [10] All of these swiftly recorded clips are made with minimal budgets and share similar aesthetics with the lo-fi music movement of the early nineties. Offering freedom from the increasingly burdensome financial requirements of high-production movie-like clips, it began as the only method for little-known indie music artists to present themselves to a wider audience, but increasingly this approach has been taken up by such major mainstream artists as R.E.M. and Tom Jones. [11]

Vertical videos

In the late 2010s, some artists began releasing alternative vertical videos tailored to mobile devices in addition to music videos; these vertical videos are generally platform-exclusive. [12] These vertical videos are often shown on Snapchat's "Discover" section or within Spotify playlists. [13] Early adopters of vertical video releases include the number-one hits " Havana" by Camila Cabello and " Girls Like You" by Maroon 5 featuring Cardi B. " Idontwannabeyouanymore" by Billie Eilish is the most-watched vertical video on YouTube.

Lyric videos

A lyric video is a type of music video in which the lyrics to the song are the primary visual element of the video. As such, they can be created with relative ease and often serve as a supplemental video to a more traditional music video.

The music video for R.E.M.'s 1986 song " Fall on Me" interspersed the song's lyrics with abstract film footage. In 1987, Prince released a video for his song " Sign o' the Times". The video featured the song's words pulsing to the music, presented alongside abstract geometric shapes, an effect created by Bill Konersman. [14] [15] The following year, the video for the Talking Heads single " (Nothing But) Flowers" composed of the song's lyrics superimposed onto or next to members of the band, was released. In 1990, George Michael released "Praying for Time" as a lyric video. He had refused to make a traditional music video, so his label released a simple clip that displayed the song's lyrics on a black screen. [16]

Lyric videos rose to greater prominence in the 2010s, when it became relatively easy for artists to disperse videos through websites such as YouTube. [17] Many do not feature any visual related to the musician in question, but merely a background with the lyrics appearing over it as they are sung in the song. [17] In 2011, death metal band Krokmitën released the first lyric video for an entire album, "Alpha-Beta". [18] The concept album video featured imagery pulsing to the music and stylized typography created by bandleader Simlev. The 2016 song " Closer" by The Chainsmokers, featuring vocalist Halsey, is the most-watched lyric video on YouTube.[ citation needed]

Censorship

See also: Sexuality in music videos

As the concept and medium of a music video is a form of artistic expression, artists have been on many occasions censored if their content is deemed offensive. What may be considered offensive will differ in countries due to censorship laws and local customs and ethics. In most cases, the record label will provide and distribute videos edited or provide both censored and uncensored videos for an artist. In some cases, it has been known for music videos to be banned in their entirety as they have been deemed far too offensive to be broadcast.

1980s

The first video to be banned by MTV was Queen's 1982 hit " Body Language". Due to thinly veiled homoerotic undertones plus much skin and sweat (but apparently not enough clothing, save that worn by the fully clothed members of Queen themselves), it was deemed unsuitable for a television audience at the time. However, the channel did air Olivia Newton-John's 1981 video for the hit song " Physical", which lavished camera time on male models working out in string bikinis who spurn her advances, ultimately pairing off to walk to the men's locker rooms holding hands, though the network ended the clip before the overt homosexual "reveal" ending in some airings. The video for " Girls on Film" by Duran Duran, which featured topless women mud wrestling and other depictions of sexual fetishes was banned by the BBC. MTV did air the video, albeit in a heavily edited form.

Laura Branigan initially protested an MTV request to edit her " Self Control" video in 1984, but relented when the network refused to air the William Friedkin-directed clip, featuring the singer lured through an increasingly debauched, if increasingly stylized, series of nightclubs by a masked man who ultimately takes her to bed. In 1989, Cher's " If I Could Turn Back Time" video (where the singer performs the song in an extremely revealing body suit surrounded by a ship full of cheering sailors) was restricted to late-night broadcasts on MTV. The Sex Pistols' video for " God Save the Queen" was banned by the BBC for being, "in gross bad taste." Mötley Crüe's video for " Girls, Girls, Girls" was banned by MTV for having completely nude women dancing around the members of the band in a strip club, although they did produce another version that was accepted by MTV.

In 1983, Entertainment Tonight ran a segment on censorship and "Rock Video Violence". [19] The episode explored the impact of MTV rock video violence on the youth of the early 1980s. Excerpts from the music videos of Michael Jackson, Duran Duran, Golden Earring, Kiss, Kansas, Billy Idol, Def Leppard, Pat Benatar and The Rolling Stones were shown. Dr. Thomas Radecki of the National Coalition on TV Violence was interviewed accusing the fledgling rock video business of excessive violence. Night Tracks' producer Tom Lynch weighed in on the effects of the video violence controversy. Recording artists John Cougar Mellencamp, Gene Simmons and Paul Stanley of Kiss, along with directors Dominic Orlando and Julien Temple, provided a defense of their work. The episode's conclusion was that the controversy will continue to grow. Some artists have used censorship as a publicity tool. In the 1980s, the show Top of the Pops was censorious in its approach to video content, so some acts made videos that they knew would be censored, using the resulting public controversy to promote their release. Examples of this tactic were Duran Duran's aforementioned "Girls on Film" and Frankie Goes to Hollywood with "Relax", directed by Bernard Rose.

1990s

In 1991, the dance segment of Michael Jackson's " Black or White" was edited out because it showed Jackson "inappropriately" touching himself in it. His most controversial video, for " They Don't Care About Us", was banned from MTV, VH1, and BBC due to the alleged anti-Semitic messages in the song and the visuals in the background of the "Prison Version" of the video. [20]

Madonna is the artist most associated with music video censorship. The controversy surrounding Madonna's marketing of her sexuality began with the video for " Lucky Star", and amplified over time due to clips such as " Like a Virgin". Outcry occurred over the subject matter (relating to teenage pregnancy) discussed in the video for the song " Papa Don't Preach". " Like a Prayer" courted heavy criticism due to its religious, sexual, and racially oriented imagery. In 1990, Madonna's music video for the song " Justify My Love" was banned by MTV due to its depiction of sadomasochism, homosexuality, cross-dressing, and group sex which generated a media firestorm. In Canada, the debate over the banning of "Justify My Love" by the music video network MuchMusic led to the launching in 1991 of Too Much 4 Much, a series of occasional, late-night specials (still being aired in the early 2000s) in which videos officially banned by MuchMusic were broadcast, followed by a panel discussion regarding why they were removed.

Music video shows

Test

  1. ^ "WATCH: David Bowie's New Video (Directed by OCAD Grad Floria Sigismondi)". Toronto Standard. February 26, 2013. Retrieved July 20, 2013.
  2. ^ "Floria Sigismondi's Runaway Movie". IFC. IFC. March 22, 2010. Retrieved July 20, 2013.
  3. ^ Ford, Piers. (May 1, 2004) Piers Ford, ''Prince of Darkness'', 1 May 2004 Archived February 17, 2012, at the Wayback Machine. Boardsmag.com. Retrieved on November 20, 2012.
  4. ^ "100 Greatest Music Videos", Slant Magazine. Retrieved November 20, 2012
  5. ^ "The Most Expensive Music Videos Ever Made: Mariah Carey – Heartbreaker". MSN Music. MSN. October 17, 2009. Archived from the original on August 9, 2011. Retrieved March 18, 2011.
  6. ^ Stanley, Caroline (February 8, 2010). "There's No Music Television in MTV's New Logo". Flavorwire.com. Retrieved June 13, 2013.
  7. ^ "Queen Rania calls on music world to support 1GOAL education campaign". December 10, 2009. Archived from the original on December 4, 2012. Retrieved January 6, 2010.
  8. ^ Sandoval, Greg (March 4, 2009). "Universal, YouTube near deal on music video site". CNET News. Retrieved April 9, 2009.[ permanent dead link]
  9. ^ "In a Van Sessions". Vimeo. Retrieved September 12, 2010.
  10. ^ "Behind Closed Doors" (in Dutch). 3VOOR12 NL DOSSIERS. Archived from the original on July 10, 2009. Retrieved September 12, 2010.
  11. ^ Mark Thompson for CNN (February 19, 2008). "Lo-fi filmmaker takes stars to street level". Edition.cnn.com. Retrieved June 13, 2013. {{ cite news}}: |author= has generic name ( help)
  12. ^ Jaekel, Brielle. "Snapchat and Spotify challenge YouTube as premiere music video source". Mobile Marketer. Retrieved September 28, 2018.
  13. ^ Havens, Lyndsey (July 26, 2018). "What's the Future Of the Music Video? YouTube, Spotify & More Share Visions For What's Ahead". Retrieved September 28, 2018.
  14. ^ Keazor, Henry; Wübbena, Thorsten (2010). Rewind, Play, Fast Forward: The Past, Present and Future of the Music Video. transcript Verlag. p. 20. ISBN  978-3837611854.
  15. ^ Buckley, David (2012). R.E.M. | Fiction: An Alternative Biography. Random House. p. 146. ISBN  978-1448132461.
  16. ^ Blankenship, Mark (February 29, 2012). "More Than Words: The Art Of The Lyric Video". NPR. Retrieved December 29, 2012.
  17. ^ a b Strecker, Erin (October 14, 2011). Lyric Videos: Is this a trend now? Britney Spears' 'Criminal' joins the YouTube fray, Entertainment Weekly
  18. ^ Archived at Ghostarchive and the Wayback Machine: "Krokmitën - 'Alpha-Beta'". YouTube.com. June 2, 2011.
  19. ^ "Rock Video Violence" – via IMDb.
  20. ^ Sfetcu, Nicolae (2014). The Music Sound.
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