Bob dylan in 1964 created whats credited as the first modern music video but not modern like we see today. The video was the first to include intertextuality where one media text references another media text.
intertextuality is used a lot in music videos, the idea is that people who like one media text will like their music video and watch it because it features in their video. one recent example in a song by taylor swift shown below.
This video is filled with intertextuality as it features 17 other celebrities and many references to other films such as hunger games, tron all these films have a mass fan base who would enjoy the music video because they enjoy the films.
A scene from the 'bad blood' music video.
A scene from the film 'Tron legacy'.
It is clear that these two scenes although from different media texts look very similar this is intertexualisation and someone who like tron will enjoy this scene from the music video thus liking the song.
In the 1970s the record industry sees TV shows as a good way to promote their artists, they begin to create promo videos and these short films begin to replace videos of continuous live performance on a TV stage.
bohemian rhapsody was released in 1975 with a video for their song, this was the beginning of the music video era. The music video featured special effects, editing and a performance the video is also considered as the first to advance into the practice of using visual effects.
Advances in video recording and editing helped the music video industry to develop, new digital and film cameras that where portable made music videos easier and quicker to produce. By the 1980s every popular artists where expected to have a music video to accompany the release of their new singles.
MTV first aired in 1981 and was a channel dedicated to music videos, Video killed the radio star was the first music video shown to viewers and the channel was so relevant in the music industry that is still broadcasts to this day.
By the 90s a number of technical codes became common within music videos which where:
- Fast cut montage
- multiple viewings, where multiple things would happen in the video and viewers would watch it again to see what happened.
- split screen and effects
- less artists shown, a more narrative music video
- long takes
An example of one long take
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