Do you remember Lady Gaga’s “Bad Romance” music video? Or the internet sensation of “Gangnam Style” by Psy? Music videos have always been a big part of our culture, but just how big of a part does it play?
Sound Meets Image
The first music video dates back to the late 1890s and then grew into what we know as music videos over the years with the introduction of “talkies” to musical shorts, visual jukebox pop-ups and “soundies.”
Then, in the ’80s, MTV created a platform solely for music videos. After the first airing of “Video Killed The Radio Star,” the channel gained popularity as the only 24-hour special for artists to showcase their music in video format and live performances. MTV became the hub for people to view this new form of lyrical and visual art which played a huge part in giving artists a place to gain larger followings. Because streaming platforms and social media weren’t an option, the only way for artists to nurture their audience and gain new ones was through creating music videos. This prepared audiences and artists alike for the post-MTV age.
Not only did musical artists become performers, but entertainers.
Post-MTV: How Were Music Videos Affected?
The late ’90s and early 2000s saw a decline in the watch time of music videos due to reality TV. What everyone knew MTV for was completely flipped to a new format of entertainment.
This didn’t cut the production of music videos though. Producers and management teams had learned from the previous age that music videos were the new way to get the word out and increase sales. Music videos continued on and in 2005 found a new home on YouTube where anyone with access to the internet could view these masterpieces.
The Downsides of Our Digital Age
In this new extreme digital age came the rise of social media where another decline in music video productions and watch time has been seen. Spotify and other streaming services have made it easier for many to listen to music without the need to search for a music video. It’s much easier to just plug in headphones than to spend a few minutes searching for a song on YouTube.
With the addition of TikTok and Vine into the mainstream, attention spans have lowered and so has the ability to sit down and watch a music video. When you think about it, a song is usually between three and six minutes long and with the increase of short videos being produced, it’s become the norm to sit through only 12 seconds to a minute of video content. The more this goes on, the harder it is for artists to find the motivation to create a music video.
Is It the End for Music Videos?
Though there have been many downsides in the possibilities for music videos due to the increase of social media and streaming platforms, there have also been plus sides.
Instagram and TikTok have created an environment for all styles to shine. It has been argued that music videos have decreased in quality but I would say differently. With social media, artists have been able to find different artistic voices and have created some phenomenal work. Some of the most recent pieces that have taken hold of the internet have been Jungle’s “Volcano” short-film series, Half Alive‘s music videos and Jojo Siwa’s entrance into the music industry.
Whether reactions are positive or negative, music videos have and will always play a huge part in the industry and our culture and will continue to keep a high volume of watch time. There’s always something new to be seen and music videos are the perfect way to display that. I don’t think they’ll be going anywhere anytime soon.
