Music Video: Video before 2000- Media Language

The creation of MTV in 1981 revolutionised the music video landscape and made music videos an essential tool for marketing music. MTV was an entire channel dedicated to airing music videos, integrating visuals with music.
Early music videos predominantly used performance-style footage, where the band or artist would perform the song directly to the camera.
Concept videos gradually began to emerge. These types of videos tell a story that may or may not directly relate to the lyrics of the song.
In analysing the media language of music videos before 2000, distinguishing elements include the use of narrative, performance elements, and the visual aesthetic used to complement the music.

The primary function of music videos has always been to promote the song and the artist. They appeal to fans visually and can win new fans if the video is innovative or intriguing.
Further, music videos provide a platform for artists to express their creativity and personal brand. They enhance the mood and message of the song, creating a more immersive experience for the listener.
When analysing music videos, consider how visuals, performance styles, and thematic symbolism contribute to the overall interpretation and reception of the song.
Semiotics, the study of signs and symbols, and their use or interpretation can be especially useful in analysing the visual components of a music video.

Production techniques like editing, cinematography, and special effects significantly impact the look and feel of a music video, enhancing the narrative and thematic resonance.
Fast or slow cuts, unique camera angles, and the use of colour or black and white film all contribute to the visual language of music videos. They can drastically alter how the audience perceives and receives the message of the song.
Innovative use of technology and special effects has been a significant component of music videos, contributing to the distinct aesthetic and pushing boundaries, making the video memorable.

Iconic videos like Michael Jackson’s ‘Thriller’ pioneered the concept of music videos as a short film with complex narratives and production values comparable to cinema.
Controversial videos like Madonna’s ‘Like a Prayer’ highlighted the power of music videos to challenge religious and cultural norms, causing public debate.
Understand how these videos and others like them defined the media language of music videos and influenced how future music videos would be made.

Several music videos incorporate intertextuality, referencing other cultural texts, such as film, television, literature, or even other music videos.
The use of intertextuality can enrich the meaning of the video, create a sense of familiarity for viewers, or provide social commentary.
Analysing the intertextual references in a music video may yield more profound insights into its thematic undertones, cultural commentary or artist’s intent.