History and evolution of music videos

The history and evolution of music video:

Until Thomas Edison first recorded sound in 1877, sound and image were always experienced as one. It had been that way since music was first made. But suddenly, with the advent of recording technology, a listener could replay just the sound from a performance, and a performance that had already past. It was nothing short of a revolution.

Thomas Edison (phonograph)

For just as soon as Edison’s invention revolutionized the experience of listening, the audience for those recordings wanted to see something as they listened. When technology for “moving pictures” emerged in the 1890s, those images were immediately applied to music. Some suggest that the first music video was created in 1894 by Joseph Stern and Edward Mark, who set a recording of their song “The Little Lost Child” to a moving slide show and marketed it as an “illustrated song.”

The promoting innovation that made "The Little Lost Child" significant to cultural history was the idea of combining a series of images (using a stereopticon) to show a narrative while it was being sung as lyrics appeared toward the bottom of the images. The first performance went poorly due to upside-down images of inappropriate size and placement, but these technical difficulties were soon corrected. The illustrated song technique proved so enduring it was still being used to sell songs before movies and during reel changes in movie theaters as recently as 1937 when some color movies had already begun to appear.

EVOLUTION

TALKIES, SOUNDIES AND SHORTS

Initially, films were silent and the idea of merging video and audio remained alien until the launch of talkies. Talkies were nothing but a sound film – sound technologically coupled to an image as opposed to a silent movie. With their introduction, the number of musical short films being produced increased extensively. The silent era of cinema was beginning to fall and at the time lots of film theorists claimed that cinema ended at this transition. For others, this was a necessary step to endure through and to try to understand how sound could affect the moving image leading to innovation of music videos.

The early era (1965)

• 1965 – WE CAN WORK IT OUT (THE BEATLES)

With film technology and 16mm getting a little bit cheaper and more accessible, the growth of broadcast television and consequently the rise of pop culture the late 60s and early 70s was a time of exploring all these new phenomenons as a way to promote the music artist.

Considered to be the first music video to broadcast on television. The Beatles were already making some very popular full feature movies and were looking for a way to promote their record releases without having to make in-person appearances (primarily the USA). The concept is fairly straight forward and was meant to blend in with the television shows that were being made at the time.

Pre-MTV Era (Pre-1981)

The Australian TV shows Countdown and Sounds, both of which premiered in 1974, followed in the steps of the UK's Top of the Pops and were significant in developing and popularizing what would later become the music video genre in Australia and other countries, and in establishing the importance of promotional film clips as a means of promoting both emerging acts and new releases by established acts. In early 1974, former radio DJ Graham Webb launched a weekly teen-oriented TV music show which screened on Sydney's ATN-7 on Saturday mornings; this was renamed Sounds Unlimited in 1975 and later shortened simply to Sounds.

The primary purpose of these early music videos was to offer a visual representation of the artist's performance rather than serving as standalone artistic expressions. These videos were often simple and straightforward, lacking the elaborate production values that would later become synonymous with the medium.

MTV Era (1981-1990s):

The introduction of MTV marked a revolutionary shift in the landscape of music videos. MTV exclusively aired music videos 24/7, providing artists with a powerful platform to promote their work. This era saw the emergence of iconic figures such as Michael Jackson and Madonna, who utilized the visual medium to enhance their musical narratives. Music videos became an integral part of an artist's marketing strategy, and the industry witnessed a surge in creativity and production values. The era is renowned for groundbreaking videos like Michael Jackson's "Thriller," setting new standards for cinematic quality

Golden Age of Music Videos (Late 1980s-1990s):

The late 1980s and early 1990s were the "Golden Age" of music videos, with rising production expenses and cinematic attempts. Directors like David Fincher and Spike Jonze made substantial contributions, enhancing the medium's artistry and storytelling. During this time period, music videos evolved into lavish productions with intricate plots and visually appealing styles. Memorable videos such as Nirvana's "Smells Like Teen Spirit" not only represented the cultural zeitgeist, but also demonstrated the evolving potential of music videos as a form of artistic expression.

Post-MTV and Digital Age (Late 1990s-2000s):

As the dominance of MTV waned, music videos found new outlets in cable channels, DVDs, cassettes and the internet. The digital age ushered in a new era where artists could independently create and share videos. Animated and CGI-driven videos became prevalent, showcasing advancements in technology. The democratization of video production allowed for a more diverse range of artists and genres to participate in the medium, contributing to a broader and more inclusive representation within music videos.

YouTube and Online Platforms (2005-present):

The emergence of online platforms, notably YouTube, transformed the landscape of music videos in the mid-2000s. Artists could now directly connect with their audience, and viral videos became a cultural phenomenon gathering millions of views. The rise of streaming services integrated music videos into their platforms, altering how audiences consume visual content. This period also saw the advent of visual albums, where multiple music videos were connected thematically, providing a more immersive and cohesive experience for viewers where they could be active and give feedback.

Streaming Services and Visual Albums (2010s-present):

In the 2010s, streaming services like Spotify and Apple Music further integrated music videos into their platforms, shaping how audiences engage with visual content. Artists began experimenting with visual albums, blurring the lines between individual music videos and creating a more narrative-driven experience. Additionally, short-form videos, animations, and interactive elements gained popularity, reflecting evolving audience preferences.

Current Trends (2020s):

As we step into the 2020s, music videos are still super important for artists to promote their music. They really focus on using online platforms and social media to get their videos out there. Artists are also trying out cool new technologies like virtual reality to make really immersive and interactive experiences for fans. Short videos that catch your eye are a big deal on platforms like TikTok e.g artist Tate mcrae went viral for her song "greedy" on tiktok and accumulated millions of views on her mv.

The history of music videos shows how they've changed with new technology and how artists express themselves. People's tastes and how they enjoy music videos have changed too, but music videos are still a big and important part of how we experience music.

Source:

• https://en.wikipedia.org/wiki/The_Little_Lost_Child
• https://teachrock.org/lesson/from-illustrated-songs-to-the-music-video-a-history-of-sound-and-image/#:~:text=Some%20suggest%20that%20the%20first,the%20song%2C%20over%202%20millionhttps://matheussiqueira.com/a-brief-history-of-music-video/
• https://www.purposestudios.in/post/from-the-beatles-to-bts-the-evolution-of-music-videos
• https://vue.ai/blog/retail-trends/evolution-of-music-videos-how-has-the-storytelling-changed/