1. The Evolution and changing role of the music video from 1900's and its likely development in the future From the beginning of consumer music being produced in the 1900's and the introduction of music video alongside has grown from the simple purpose to entertain an audience to being a key promotional item for the artist. The first music videos which where produced as a visual accompaniment alongside the piece of music began to appear around the the 1920's along with the first 'talkies' such as the Jazz singer in 1927. The first known video created with the purpose to entertain and amuse the audience was though to be with the song 'Komposition in Blau' produced by Oscar Fischinger. This was revolutionary at the time due to the way i which it was created to show a relationship between the music and the visuals and each beat of the music would be represented by a movement of colour and shape on the film. However, in this time, the technology available to produce videos was basic compared to the array of professional devices which are used in music video production today. Komposition in Blau was a result of each visual being manually painted to appear in colour. This was revolutionary at the time with music videos from then on, taking inspiration from the movement and the music being synchronised. Popular music from the 1930's became a more common influence in the way people would view the music industry and pop culture began to dominate the world of media in a way which hadn't been seen before. With the rise of hollywood musicals in the 1940's with MGM producing musicals such as 'singing in the rain' (1952), 'On the Town' (1949) and 'Royal Wedding' (1951), Producing music and visuals became a common movement in the music industry. This rise of musical films during the 1940's where an important influence on the evolution of the music video. During the 1950's however, the role of music videos on the music industry became a bigger part to the artist's image and it also became a wider used piece of media to promote the song. For example, artists such as Nat King Cole and Elvis Presley began to use the music video as a promotion tool. Frim Fram Sauce by Nat King Cole was an example of how the music video was a way of beginning to use music videos as a way of promotion. The visuals in Frim Fram tells the story of people in a diner watching Nat King Cole play the song. This would have been at a time in which there would have been visuals which play alongside the juke boxes and therefore would be promoting the artist and song for the diners in the 1940/50's. Whereas, previously the music video had been primarily to entertain or play alongside the song, Frim Fram Sauce was one of the first to introduce the idea of a music video being a promotion tool for the artist. Throughout the 1950's Elvis and other artists of the time began to produce music videos which not only entertained their audience, but also began to show them in a positive and appealing light with them being the main focus. With the arrival of the 1960's and the beatles, the music video began to become a vital media tool in not only the promotion, but also to present new and interesting ways of connecting to their audiences. The Beatles where a band which heavily relied on the music video to allow a new era of music to be born. The role of the music video in the Beatles career allowed them to be continue boosting their popularity in the USA but at the same time continue to keep their fans interesting back in the UK. For example, the Beatles produced the music video to 'Strawberry Fields' as a way to compensate for being in America during the time in which Top Of The Pops was a huge influence on an artists profile. The video was played on Top Of The Pops while strawberry fields was number one and was revolutionary in the way a music video for an artist could be used in different ways and how it was able to connect with fans and their audience more so than just releasing a new song. This video which was produced in 1967, included close ups of each Beatle and therefore was a way in which the fans could connect with the band closer than ever before and as pop culture became a way of life for many people, the music video was vital for artist success. The way in which the music video was used remained this way for many years after this, however, possibly the most revolutionary step in Music video history was the beginning of MTV. MTV began in 1981, as a way to present the music video as important as the song and the artist, with the first revolutionary video being for 'Video killed the

2. radio star' by Buggles. For example, Michael Jackson was able to showcase Thriller through MTV and then this has become one of the most well known Music videos of all time with a purpose of not only to boost Jackson's profile but also to entertain and connect with an audience. The evolution of the Music video over the years has changed in a way which allows the artits to use the video as a way of not only to be the visual accompaniment to a song but also as a way to promote an artist and to boost their profile. In recent years, the music video has pushed the boundaries of modern film making and the music video has taken a form which has challenged the expectations of the public and the music industry. Many Music videos can be seen as controversial in the eyes of either their messages or values. For example, one of the most controversial music videos in recent years is from The prodigy 'Smack my B**** up' which was deeply disturbing in many viewers eyes and received thousands of complaints due to the extremely graphic images of Drugs, aggression and nudity all pushing the image of the artist and the genre. Through the visuals and the explicit themes of new music videos becoming more and more common, this could pose the question of whether future music videos are taking the form of using their visuals to put across a more of a political or personal message and could become a representation of the artist themselves. To conclude, the music video has changed from purely a tool of entertainment to something vital for an artists image as the music industry becomes more competitive in a society where celebrity culture is becoming a way of life and will continue to change in the way it is helping promote an artist but also promote a message in society and pushes the boundaries.