The medium I have chosen to produce for my advanced media portfolio is a promotion package for the release of an album, to include a music promo video, along with a cover for its release on DVD and a magazine advertisement for the DVD.
The History of Music Videos
A music video is a short film or video that accompanies a complete piece of music. Music videos represent a crucial part of the music industry, as they further promote the artists by entertaining and impressing the audience with their appearance and talents.
It can be debated that the first ever music video was produced by the warner brothers in 1926. They created a series of short musical films which were known as 'spooney melodies, which lasted around six minutes long and involved footage of the performer singing with additional background and art animation.
However music videos first truly came onto the scene when the programme MTV (music television) was launched on 1st august 1981 in the USA. The first music video ever to be played was the 'video killed the radio star' by the the Buggles. The video pulsated out from Television screens across the US and welcomed the beginning of the original non-stop music video channel. Its launch also marked a change of era in promotion and cosumption and the expression "MTV generation" was created. Even in the Chinease music industry, they relate to music videos as MTV's, as it was responsible for making the music video popular.
Here is a link to 1979 music video 'Video killedthe radio star' by the Buggles-
Ever since, MTV demanded more videos and therefore the music video became an important role in the careers of music artists. It had branched out from pop, and become a multi-million dollar business which was owned by viacom. MTV, since its launch has spread into 324 million homes and over the last thirty years there has been an increase in the competition of other music channels due to its world wide success.
CSC Media Group(Chart Show Channels) for example which was launched on the 16th September 2002, operates several different music channels on Sky television. These channels include Bliss, Chart Show TV, Flaunt, Flava, NME TV, Scuzz and The Vault. These are dedicated to different genres such as rock chart, urban chart and download chart.
Music over the years of course has progressed in quality too. Due to the new technology which is available today, music videos today are more capturing and entertaining. The majority of videos today are within a low budget too in comparison to some of the earlier music videos. This is because more special effects can be created afterwards on editing suites and the green screen is a popular way of imposing location backgrounds behind the artists instead of actual travelling to that location.
