Music Video: Video before 2000- Conventions of the form present

Music videos before 2000 were a key component of an artist’s promotional strategy, often broadcasted heavily on television channels like MTV.
They functioned as a platform for artist branding, manifesting an artist’s image, style, personality and often thematic content of their music.
The videos often offered a visual narrative that complemented the lyrical content of the songs, adding a new dimension of interpretation.

Commonly, these videos incorporated a performance element featuring the artist or band performing the song, laced with narrative sequences.
The use of iconography representative of the artist’s genre was prominent. For example, rock videos often featured dark locations and rebellious imagery, while pop videos might use bright colours and glamorous sets.
The technique of lip-syncing became a standard, providing the illusion of a live performance.
Usage of fantasy elements, flashbacks, animation, special effects and other creative visual techniques were commonly employed to create a visually engaging product.
The video often embodied cultural references related to the time period or themes of the song.

Elements of montage were frequently used, combining different shots and sequences rapidly into one to create a sense of rhythm and pace.
The use of match cuts and cross-cutting to alternate between different scenes or perspectives became common editing techniques.
Dramatic camera angles and movements, creative lighting, and stylised costumes and makeup contributed to the visual aesthetic of music videos.

Music videos contributed to shaping and reflecting societal trends and cultural shifts of their time.
They played a part in defining a band or artist’s identity and played a crucial part in shaping fandom communities.
Analyse how music videos might reinforce or challenge societal norms and values.
The appearance and behaviour of artists in their music videos often influenced youth fashion and lifestyle trends.

Examine real examples of pre-2000 music videos, discussing their narrative content, visual style, editing techniques and cultural impact.
Look at the work of influential music video directors like David Fincher, Spike Jonze and Hype Williams.
Assess how their work defined the music video form and contributed to the visual culture of the time.