Music Video: Video before 2000- Audience appeal

Music Video: Video before 2000- Audience appeal

Music Video Pre-2000: Introduction

  • Music videos pre-2000 were often tools of promotion, used to market songs and artists.
  • They provided a visual narrative, either complementing or contrasting with the lyrical content of the song.

Audience Appeal and Genre

  • Pre-2000 music videos were tailored to appeal to the artist’s target audience demographic.
  • Elements like the musical genre, lyrical themes and the personal brand of the artist shaped the music video’s theme, narrative and aesthetic.
  • For example, a pop music video might appeal to a youthful audience with fun, colourful visuals and dance choreography.

Influence of Other Media

  • The visual aesthetics of pre-2000 music videos were often influenced by popular trends in film, fashion and art of the time.
  • For instance, the film-noir aesthetic was utilised in Madonna’s ‘Vogue’ music video.

Role of Performance and Narrative

  • Performance elements in music videos showcased the artist’s talent, stage presence and personality, fostering a fan-artist relationship.
  • The narrative aspect of the music video augmented the lyrical story or created a fresh new perspective.

Case Study: Michael Jackson’s ‘Thriller’ (1983)

  • ‘Thriller’ pushed boundaries with its holistic storytelling, essentially creating a short film.
  • The video had mass appeal, featuring exciting dance choreography, intricate makeup and special effects, and a gripping narrative.
  • It reflects a cross-genre approach, combining horror film tropes with a pop dance track, creating a memorable and dramatic visual experience.

Impact of Broadcast Platforms

  • Early music videos, often broadcasted on MTV, were an experience shared by the masses.
  • This broadcasting system amplified the video’s reach and influenced its appeal, as artists aimed to create visually arresting content to attract and retain viewers on the platform.

Implicit Messages and Ideological Structures

  • Pre-2000 music videos not only promoted the songs but also conveyed implicit messages about societal norms, values and ideologies.
  • For example, many music videos of the time reinforced ideas about gender stereotypes or materialistic success.

Critical Analysis and Underlying Themes

  • When revising, look beyond the surface level of the music video. Analyse the underlying themes, the use of camera angles, lighting, set, costume, and editing techniques.
  • Finally, consider the cultural context and period in which the video was released, as this often holds the key to decoding its deeper meanings and appeal.