Historical Context:
The first music video appeared in the 1920's but they were not popularise until the 1980"s when MTV created their music channel specifically for this short form media. The technological advances in the 1980's of cable and satellite TV meant that there were many more channels available. This is one of the key driving factors that helped MTV rise to fame. Early music videos were typically shot and edited on film but as there were developments in digital editing, this allowed for a faster paced editing style in music videos. As a result of MTV, music videos have remained a prominent and popular media form- helping to promote and shape an artists brand identity and mediated start image. Launched in 2005, Youtube became the 'new MTV' as it allowed for audiences to continually stream music videos on demand. They are now much easier and faster to view- which is what audiences crave.
Purpose
Music videos are a commercial or promotional media form that help gain traction and profile. Some music videos can be purely commercial, whereas others create a more sophisticated representation by honing their focus in on representing an artists viewpoints and ideologies. To do this utilises a combination of camera work, shot types and mise-en-scene.
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