Video before 2000- Conventions of the form present

Video before 2000- Conventions of the form present

Inception and Development

The music video format emerged prominently in the late 1970s and 1980s with the advent of MTV (Music Television).
Early music videos often featured the artist simply performing the song, akin to a short live concert.
Narrative attributes were scarce but gradually became more prevalent by the end of the 1980s.

Technical Features

There was extensive use of fast cutting and disparate images, providing a rapid and stimulating sensory experience.
Most videos were shot on film, imparting a cinematic quality to these videos.
Special effects and post-production techniques, including green screen, chroma keying and layering, became more common as technology evolved.

Visual Elements

Artists often wore costume or clothing characteristic of the period or the music genre they represented.
Strong emphasis on aesthetics, including dramatic lighting, unusual camera angles, and striking visual backdrops.
Iconic elements like classic vehicles, neon lights, or voluminous hairstyles were frequently incorporated to immediately convey a sense of the era.

Artists and Identity

Musicians in these videos were often firmly at the centre, with the video used as a tool to enhance their image and branding.
Music videos became an additional medium for connecting with fans and creating broader appeal for the artists.
Videos provided an opportunity to visually represent the song’s emotional tone or a key message the artist wanted to communicate.

Performance, Dance and Choreography

Performance and dance elements were regularly included, ranging from showcasing the musician’s instrumental skills to intricate choreography.
These elements were used to amplify the energy and emotion of the music itself, creating a more immersive experience for viewers.

Genre and Cultural Influences

The content and style of the music videos often reflected both the music genre and broader cultural trends.
Certain genres had specific conventions, such as elaborate costume dramatizations in pop, or moody, dramatic narratives in rock and grunge music.
Videos often showcased cultural trends and societal attitudes of the time they were created.

Commercial Aspects

These videos were acknowledged as a marketing strategy, designed to increase record and concert ticket sales.
Product placements were used, but subtly so as not to detract from the music or artist message.

Audience and Interactivity

While viewer interactivity was not a feature in the traditional sense, the audience now had the opportunity to visually connect with their favourite artists outside of concert settings.
A well-made, catchy music video often saw high rotation on music TV channels, thus leading to greater song popularity.