History of music videos and how they have changed over time?

As technology has improved the transformations of music videos are increasingly evident. 

1960s

1963 saw the Beatles create 'Twist n Shout'. A music video in black and white indicates how under developed technology was. Its studio setting contrasts with the aesthetic appeal seen in present day. However its music is primarily the key focus with nothing else to concentrate on.

1970s

As we move on a decade we are now introduced to colour, which shows how technology is beginning to develop.The Jackson 5, a popular band are also, however seen in a studio setting. A conventional music video for this era. 

1980s

Michael Jackson's Thriller saw the music industry transform. Not only was this a popular track because of its music and well-known dance number, it was also a huge hit for its video. This was the beginning of the 'Storyline' videos, which were almost like a 'mini' movie. After this many artists began to incorporate narratives into their videos. A big shift from the bog standard studio film.

1990s 

The Spice girls were a huge hit in the 90s with tracks such as 'Wannabe' '2 become 1' 'Viva forever' and 'Mama'. The video below 'Spice up your life' produced in 1997 shows how visual effects really came into practice. Its deliberate black and white setting shows how it was 'fashionable' to have the olden day 'look' but also incorporate a the new style of special effects.

Present Day

Music videos have come a long way since the 50s/60s decades. Now we enjoy the aesthetic appeal as much as the sound. Ladies sexual appeal is also becoming increasingly obvious and 'bigger the better' is a phrase that artists abide by. 

Definitions and purpose of: a promo music video; website and digipak

A Promo music video - 'A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes.'

It allows an artist or band to advertise their song, whilst also displaying and identifying their own genre. This is shown by their choice of footage. Lighting, camera angles and the characters portrayed in a video all contribute to its overall feel. If an artist is popular it will usually include them.

A Website for the band - 'An advertisement to promote key information about the band'



The website will usually display, gigs and tour dates, information on the artist and their own music will feature as well as list previous albums. Pictures will usually be shown of the artist/band and merchandise sold. Like the music video, it will most likely indicate the artists genre.






The web page will most likely be maintained by a paid individual, who ensures the site is always up to date. The main use of a web page is to further advertise and inform fans of all the latest news. It will also include links to other pages that advertise more products. 




A digipak for the band/artist - 'A type of packaging for CDs or DVDs, typically made from cardboard with an internal plastic holder for one or more discs'.

This is the bands trademark, the unique covering that sets them apart from everyone else. Usually an image is shown of the band/artist somewhere on the disc or case. It will most likely include the song list on the back of the CD case and in some cases include lyrics in the booklet located at the front of the case. The most popular songs will normally be placed at the start of the CD. 

The Album name can be seen clearly on the front of the case. Highly detailed digipaks will include 5-6 layers of sheets informing a buyer of the artists background and the process of the creation of the CD. 

A2 Brief:

A promotion package for the release of an album, to include a music promo video, together with the following two options:

• a website homepage for the band;
• a cover for its release as part of a digipak (CD/DVD package).