Advanced production history of music videos

Advanced Production: History of Music Videos Research

Advanced Production: History of Music Videos Research

Institutional Research: History of Music VideoBackground & Context: The Music Video EvolutionBY STEPHANIE WILLMOTT

http://tse1.mm.bing.net/th?&id=OIP.M5bf66f51b5bfda16f54a010c4694c66aH0&w=300&h=300&c=0&pid=1.9&rs=0&p=0What is a Music Video?

A short piece of film or video which showcases a song. A music video promotes the artists music. Modern and current music videos usually have the purpose to advertise, attract and are used as a marketing tool or strategy by companies to increase an artists appeal, popularity and sales to audiences. However traditionally music videos had the pure function to tell a narrative and were used for performance purposes. The links below portray the history and evolution of music videos.

https://www.youtube.com/watch?v=MGoaAFCQfowhttps://www.youtube.com/watch?v=wb2akjZsl9kEarly History of Music on Film

It was at the time in 1920s America that the USA were experiencing a period of economic prosperity which therefore increased the revolution of media music technologies. With the advent of talking movies which started with Al Jolson in the movie The Jazz Singer, 1927 where for the first time an artist was heard and seen to sing on celluloide. In the 1920s live performances were considered as the music video of the time.

History Continued

However it was in 1940 when Walt Disney created the animation Fantasia. Other earlier examples of musical animation include Walt Disneys Silly Symphonies which was built upon music which punctuated and enhanced the enjoyment and excitement of the cartoon.

The Advent of the Music Video

Jazz singer Louis Armstrong benefited from the Jazz age because the development and increase in film allowed singers to get their music and performances recorded for example: Mack the Knife, When the Saints Go Marching In and the classic What a Wonderful World which was filmed live whilst Armstrong was performing it in the late 1960s. Early versions of analogue films and videos have now been superseded by digital technology to pave the way for digital music videos which can be streamed, downloaded or burned onto DvDs.

The Age of Digital Media- When did music videos first become an integral part of the promotion and marketing of a music artist?

However music videos came to the fore in the 1970s .

Nowadays music producers, record labels and production companies all utilise digital technologies to advance the media revolution through modern uses of digital equipment and processes with the ambition to achieve high quality creative standards in digital music media. Recently music videos are used to promote and advertise the music to help market and brand the artists image and songs by digitally enhancing the quality of the music.

Music in the Online Age

Due to the evolution of the internet many artists utilise the internet to promote and help market and distribute their music in exchange for popularity and audience loyalty to increase musical sales through downloads and music streaming. The world wide web gives the opportunity for artists to increase their audience by allowing their fans to share their music files thus increasing popularity through greater exposure on various digital platforms.

Latest Digital Advancements in Social Media

The latest frontier for digital advancement has come with the advent of social media which has allowed for file sharing on a micro and macro scale. The main players in social media technology are: YouTube, Facebook, Twitter, Spotify, itunes, Vimeo etc.

SpotifyApple iTunesFacebook, Inc.TwitterYouTubeVimeoTaylor Swift has a massive following and she uses social media platforms and app technology like: Twitter to market and advertise her music.

Katy Perry has a massive following and she uses social media platforms and app technology like: Twitter to market and advertise her music. Lady Gaga has a massive following and she uses social media platforms and app technology like: Twitter to market and advertise her music. Social Media

By utilising social media, this can enhance the popularity of an artist through word of mouth and in some cases reviews by customers who have downloaded music tracks. On Twitter there is the option to retweet where audiences are given the chance to comment and repost information onto their own twitter page for their followers to view. Therefore the individual benefits because their Twitter page gets more views but also boosts the artists popularity and brand identity. This is similar to the social media sharing site- Facebook.

YouTube which was founded in 2005, is a major entertainment platform where audiences listen to music videos which have been uploaded by either professional or amateur artists to publicise their talents and abilities within the music and entertainment profession to enhance their reputation. People can upload their music free of charge because YouTube is the most recognisable and well renowned digital platform.

MTV is an American Digital cable and satellite channel dedicated to the promotion of mainstream music artists by the continuous playing of music videos. The main demographic of the niche audience is teenagers and young adults between the ages of 15-24. The programmes are fronted by personalities known as Video Jockeys whose main aim is to promote record sales to increase revenues for both the artist and the station through advertising.

80.1% of households in America tune in to MTV as of February 2015.

MTV Logo 2010.svg The Big Three Oligopoly - Sony, Universal, Warners

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Advanced production history of music videos