top of page
What is a music video?
A music video is a short film accompanied by music in order to promote a single's release, boost the artists notoriety or for an artistic purpose. They can come in any style, though usually one that reflects the artist's aethsetetic, the mood of the song and when/where it was made.
some very well known music videos include Beyoncé's Single Ladies, Michael Jackson's Thriller and Eminem's Stan, the latter being known more for the controversy the song and video caused than the quality of song itself. these music videos are so popular and well known because
A music videos look and style can change based on the genre of the song, the editing techniques used, and the budget. artists that are signed to a label will have a larger budget since they have backing from said label. this means they could afford things like background actors/dancers, booking out large venues or locations as well as special effects and CGI.
A BREIF
History of Music videos
Music videos have been around since the 60s, but didn't really become the music videos we know today until the later 80s, with the introduction of MTV.
MTV was an American cable tv channel that launched in 1981 as the first music channel. They would first air "Video killed the Radio star" by The Buggles, a sign of what was to come. This period saw artists and bands racing to create visually appealing and compelling videos, which helped launch and sustain many careers, especially with genres like rock and pop.
Right from the start, MTV faced criticism for primarily featuring white artists and was met with accusations of racial bias. Michael Jackson's Thriller music video in 1983 was a major turning point, it's success proving that audiences wanted more diverse representation and higher production value in music videos.
MTV also got criticism for content seen as too sexual or violent, for example, Madonna's Like a prayer video was very controversial at the time for its depictions of religious figures and a "scantily" dressed Madonna.
This period was the start of music videos as an artform and set the groundwork for how visuals would stay integral to music even now. Directors played around with editing , from quick cuts to stop motion effects, and experimented with colour, animation, and surreal scenes to keep viewers engaged.
current music videos
It has never been easier to film, edit and produce your own music video due to advancements in technology making the tools to do so cheaper and more accessible. for example, almost everyone above the age of 9 has a phone with a camera, not to mention that said cameras get better every new iteration of iPhone. Not only does this phone have a camera, its also connected to the internet where you can upload your video to YouTube. you could even edit a whole music video on your phone now usinng free apps like capcut.
Technology has also given way to social media, allowing fans and general audiences to feel closer to their favourite artist. Social media is essentially free promotion, one post to announce your new music video notifies hundreds -possibly thousands- of people at once. That's not even taking into account how things go viral, gaining massive popularity and widespread acknowledgement. everything being easily accessible and on one device is pretty convenient for people wanting to make a music video on a low budget - its even easier if you're just looking to watch them.
Since any old Joe can whip up a music video with their phone now, studios and labels throw more money at professional music videos for big artists to ensure it stands out from the crowd.
ARe music videos art?
Its debated whether music videos can be considered an art form or not. Arguments for this often come down to a combination of creative disciplines, like cinematography, choreography and visual storytelling, allowing for emotional and creative expression. Many videos also put forward some kind of commentary or message, addressing societal issues or reflecting movements. One example of this would be TLC's Waterfalls, or Childish Gambino's This is America.
However, there are those who argue music videos, at their core, are commercial tools designed to promote songs. Music videos have creative draw backs, like dependence on accompanying music, that some feel limits their potential to be viewed as a stand-alone work.
Personally i think it depends on the video. some videos could be considered art as they tell a story/message in a creative and impactful way, whereas some are just for fun or promotion. Music videos are usually the artist's vision, so like all art they're going to vary. I don't understand people saying they're too formulaic because the formula varies from artist, era and genre. there will be artistic music videos, just as there will be vapid ones. it depends on the intent and whether the artist is trying to send you a message.
objectification
In the UK, music videos are regulated by the BBFC (British board of film classification) for physical releases, and ATVOD (authority for television on demand) if its available online. The BBFC is looking for things like nudity, sexual behavior, drugs, dangerous behavior, threats, violence and swearing when classifying music videos.
objectification, specifically the sexualisation of women, is a well known stereotype of music videos. some argue that this rampant sexualisation is actually liberating for women, saying "we can be independent AND sexy" essentially. Others are understandably opposed to this and think its degrading to portray women in such a way, whittling them down from a person to a sexual object. its also important to realise that children can be exposed to these videos and it can warp their idea of what others and even themselves are "supposed" to look like. most of the women beings sexualised are conventionally attracting, meaning skinny, clear skin and unrealistic proportions that kids may then try to achieve, which can be dangerous.
videos that make a statement
Music videos can be a political, social or cultural by visually representing a message/critique that goes further than the songs lyrics. They often challenge societal norms, highlight inequality or discuss topics seen as taboo by the public. these messages can be received positively or negatively by the public, the latter of which can put an artist's career in jeopardy.
woman's world
Katy perry
Katy Perry's Woman's World is all about empowering women and saying they can do the same as men. The video however was met with strong backlash since it was seen as sexualising and demoralising women instead of empowering them.
For a song about feminism, its strange that its co-written and produced by a man - specifically someone who is well known for sexually assaulting women. The feminist messages are relatively surface level, like how Perry is clearly dressed as Rosie the Riveter, aka. the LITERAL poster child for feminism. Other examples include drinking whiskey labelled "whiskey for women", all of their tools being sparkly, the female symbol ring light and more. One decision that I believe degrades the message of the video is by having it be sponsored by a sex toy company and parade said toys around by scantily clad backup dancers. It feels like feminism for men, especially when all I can see on screen is a group of women reducing themselves to sex while singing about being strong and independent. Its definitely very hard to read, it's like it wants to be progressive and "you go girl"- esc but it does it in such a regressive and confusing way.
Reception
Woman's world was met with a lot of criticism due to its confused message.
Perry's Response
TLC
wATERFALLS
TLC's Waterfalls raises awareness to social issues in the 90s that most RnB around that time didn't want to tackle. In the chorus "Don't go chasing waterfalls / Please stick to the rivers and lakes that you're used to" waterfalls represent dangerous or risky pursuits, since waterfalls can look beautiful from afar, but up close they can still be fatal.
The video illustrates a son getting wrapped up in gang violence and drug use, as well as a young man who contracts HIV after unprotected sex. They're used to show the consequence of "chasing waterfalls", which in this case ends up being death. Each character in the video represents someone struggling with these issues, and the us of water as a central theme ties into the metaphor of waterfalls as a tempting yet destructive force.
Waterfalls was released May 19 1995
The Aids crisis - 1981-early 1990s.
"The United States has seen four distinct periods of gang growth and peak activity: the late 1800's, the 1920's, the 1960's, and the 1990's"
Reception
Almost 30 years later, Waterfalls remains a beloved classic with a message that can still resonate with todays youth.
Even in the 90s there was only really positive feedback from the public about the video. Due to the use of motion tracking for the water effects it was considered fairly ahead of its time. The video's bold visuals and message earned it critical acclaim and it received multiple awards and nominations. TLC won 4 VMAs (video music awards) for Waterfalls, for video of the year, Best Group Video, Best R&B Video, and the Viewer's Choice Award.
Music videos can make money for artists in many different ways, including (but not limited to) sponsorships, Ad revenue, streaming royalties etc.
bottom of page