Video before 2000- Socio-historical context

Early Days and Emergence of Music Videos

Music videos saw their inception as promotional films or “video records” created by artists to promote new music in the late 1950s and early 1960s.
Created initially for television broadcasting or music shows like Top of the Pops, these promotional clips eventually evolved into what we now call music videos.
Notable early efforts include the Beatles’ hard day’s night and Bob Dylan’s subterranean homesick blues.
In the late 70s and early 80s, the music industry began to heavily invest in the music video format, resulting in the birth of MTV (Music Television) in 1981.
This marked a paradigm shift from viewing music videos as merely promotional tools to a form of artistic expression.

The massive success of Michael Jackson’s Thriller video in 1983 marked a new era where music videos became a staple of popular culture and a crucial component of an artist’s image and success.
From the mid-80s to the mid-90s, music videos helped shape pop culture trends and fashions, with videos like Madonna’s Material Girl and Vogue being iconic examples.
During this period, music videos became a significant platform for addressing social and political issues. Videos like U2’s “Sunday Bloody Sunday” used music videos for political commentary.
There was an increasing trend for artists to create videos with a narrative, often based on the song’s lyrics.
Music videos in the 90s became more experimental and pushed boundaries in terms of content and visual effects. Acts like Nirvana, Red Hot Chili Peppers, and Bjork were part of this trend.

Technological advancement significantly influenced the development of music videos. The rise of digital video production, special effects, and computer animation in the late 80s and 90s meant that videos could become more elaborate and creative.
Video distribution also changed with the introduction of video CDs and DVDs in the 90s, paving the way for higher video resolution and better sound quality than VHS tapes.
The role of MTV in popular culture changed during this period, with the channel broadcasting more reality TV and less music-related content, leading to a decrease in the prominence of music videos in traditional media outlets by the late 90s.

Throughout the 80s and 90s, music videos’ breadth and popularity grew, and they began facilitating various music genres’ advancement.
Videos often played a role in breaking new bands or artists and helped diversify the music scene as different types of music became more accessible to larger audiences.
This period saw a rise in the importance of female artists and their representation in music videos with performers like Madonna, Janet Jackson and Britney Spears breaking boundaries.
The late 80s and 90s also experienced a surge in hip-hop and R&B music, with music videos playing a vital role in these genres’ widespread acceptance and popularisation.