Music videos for the YouTube age

Back before YouTube, people only saw music video on television. As a result of this, the music videos had to follow guidelines e.g top of the pops was early evening so they couldn’t show mature themes in videos. 

MTV was similar because it was also shown on television. The first kind of music videos you would get would be live recordings of the artists performing the songs. Top of the pops was highly popular in the 70s and 80s. 

The next kind of music videos you would find is from MTV and they would make their music videos slightly more, ‘creative.’ For example, the artist would not just be performing their song they may use background effects or set. This was popular right up until around 2005 where YouTube was introduced.

When YouTube was introduced the number of music videos dramatically increased. This is because uploading to YouTube was free, unlike on television. It meant that these music videos were more daring, violent, sexual etc because there were less guidelines than when it had previously been on TV. As a result of this, the competition between increased too.

 This lead to artists creating even more extreme personas to the point where they artists themselves became characters in these videos. YouTube introduced a whole new generation of artists who are linked/ recognised from the music video rather than the music itself. These videos were set up for the soul objective of promoting the artist/ separating them from the rest.

Top of the Pops

To explain 'Top of the pops,' in more detail, I will give an example. In 1984 Queen featured on top of the pops and performed a 'live,' performance. 

They were just lip syncing to a pre recorded track, but it was made to look like they were performing live. These videos were purely there to play the music and not really focus the whole video purely on the artist, as they band was already well known. You can see this through the use of the whole band being present with their instruments on stage, and Freddie lip syncing the words. 

MTV

MTV was a step up from top of the pops in the sense of rather than a staged live performance, the videos are more creative and incorporate a 'storyline,' through the use of characters and set. In 1983, Michael Jackson released his music video 'Billie Jean,' on MTV. 

It is clear from this video that the style of music video has changed dramatically in the last couple years. Firstly, you can see the clear location that has been built for the music video. This contrasts to the one location used in Queen's video.

Secondly, you can see Michael wearing a sort of costume, and a man dressed in a trench coat, shades and a hat, which isn't common attire for the normal person. This makes us suspect that he is a detective. This re-enforces the use of made up characters in these kinds of music videos, in contrast to Queen simply playing their song in 'Top of the Pops.'

YouTube

Finally when YouTube was added, like I mentioned earlier, the artist was made with the music videos. They were turned into a character which would fit a certain target audience. For example, Katy Perry Released Hot and Cold in 2009. 

You can see in the image on the left that there were lots of close ups if Katy's face. This is because the people behind the video are trying to establish what she looks like as this was one of her first videos, and her artist persona is based around the video. 

I believe that this video is trying to show us that Katy Perry is a pretty, talented, but funny/ not taking herself to seriously artist. This character probably suits the target audience of teenagers/ mostly early teens. The genre of music is quite clearly pop, as there are lots of bright colours and colourful costumes which suits the theme. 

The whole video is based on how her boyfriend is 'hot and cold.' In other words he changes his mind all the time/ sends Katy mixed signals. Katy takes the role of the girlfriend in this who is getting married. She adds comedy to this role by various images such as her crying dramatically down the phone/ crying in her wedding dress. 

Finally, one main change with these kind of music videos is that a lot of money is invested in them. This is very apparent in Katy Perry's video, as there are lots of different locations, including a wedding, concert, carpark, garage and others. There are also lots of costumes which won't be cheap as there are back up dancers/ extras involved in these too.