Chosen Video before 2000 (eg. Thriller, 1983)
Chosen Video before 2000 (eg. Thriller, 1983)
Representation in “Thriller” (1983)
Cultural Context
- “Thriller” was released when MTV was predominantly playing videos from white artists.
- Michael Jackson broke down racial barriers by producing high-quality, narrative-driven videos that appealed to a mass audience.
Use of Horror Genre
- “Thriller” tapped into the popular horror genre, drawing elements from films like “An American Werewolf in London”.
- The use of makeup and special effects to transform Jackson and the dancers into creatures increased the video’s entertainment value.
Promotion of Jackson’s Persona
- The video affirmed Jackson’s reputation as an exceptional dancer and performer.
- It introduced his renowned red leather jacket, contributing to his idiosyncratic fashion influence.
Semiotics of “Thriller”
Visual Codes
- Use of low-key lighting and frequent shadows establish a horror movie aesthetic.
- Contrasting red and yellows against the dark backdrop highlight the gruesome transformation scenes.
Symbolic Codes
- The metamorphosis scene symbolises Jackson’s inherent duality, both playful and dangerous.
- The zombie dance showcases his electrifying choreography, creating an iconic music video moment.
Production and Distribution of “Thriller”
Reinventing Music Video Format
- “Thriller” was more than a traditional music video; it was a 14-minute short film.
- This format set a new precedent for music videos, showcasing them as an art form in their own right.
Implications for Album Sales
- The video was used as a marketing tool to reignite interest in the “Thriller” album, which was originally released a year prior.
- This contributed to the album becoming the best-selling of all time.
Global Impact
- The monumental success of “Thriller” on MTV expanded its influence worldwide, promoting Jackson’s status as a global superstar.
- The video’s revolutionary dance routine is widely replicated and referenced, reinforcing its cultural impact.