Music Video: Chosen Video before 2000 (eg. Thriller, 1983)

‘Thriller’ is a 14-minute long music video, directed by John Landis. It is credited for transforming the medium, setting new standards of production and storytelling.
The video dramatises a song from Jackson’s album also titled ‘Thriller’ and serves as a short film or mini-movie, a format that was unique during the period.
Jackson’s dancing skills and iconic red leather jacket are integral components of the video, helping establish his superstar status.

Narrative structure: The video features a dual narrative – it begins with a narrative sequence inspired by horror films, followed by the song performance, and then it resumes the narrative. These intertwining narratives help to maintain engagement and suspense throughout.
Genre conventions: The video employs theatrical techniques, special effects, and makeup which are typically associated with the horror genre. It also utilises dance as a storytelling method, representing the pop music genre.
Symbolism and meaning: The transformation scene, where Jackson turns from man to werewolf, could be symbolic of his own struggles with identity and metamorphosis from Jackson 5 member to solo superstar.
Performance elements: An integral part of the video is the dance sequence, which includes the famous zombie dance. The choreography also introduces and popularises ‘The Moonwalk’, contributing to Jackson’s iconic status.

‘Thriller’ revolutionised the music video industry, taking it from a promotional tool to an art form, paving the way for future videos to become mini-movies in themselves.
Production quality and budget: ‘Thriller’ is known for its cinematic quality, elaborate sets, costumes, and choreography, which required a significantly higher budget than typical music videos of the time.
Audience engagement: The video’s unprecedented scale, combined with Jackson’s star power, led to massive audience engagement and commercial success, underlining the potential of music videos as a profitable marketing strategy.

Despite being released in an era prior to digital and social media, ‘Thriller’ has enjoyed enduring popularity and influence. It’s often studied and referenced in popular culture, and its dance sequences have become a cultural icon, replicated in flash mobs and parodies.
In the YouTube era, ‘Thriller’ is still widely watched and iconic, demonstrating the timeless appeal of well-crafted music videos.