History of Music Video for the 2020s

From the Beatles to Ok Go, the defining feature remains the editing of the moving image in time with music.

Original article: Hill, S. (2007) ‘The History of the Music Video’, Media Magazine, London: EMC

An Updated History of Music Video for the 2020s

The study of popular music videos presents a unique challenge, blending intuitive understanding with the need for structured learning. While the genre’s conventions are discernible, its fluidity makes it volatile teaching material. Early forms emerged with the Panorama Soundie jukebox in the 1940s and rock and roll films of the 1950s, like Rock Around the Clock, which showcased band performances. Music shows like Top of the Pops, American Bandstand, and Beat Club became central to the burgeoning youth culture, establishing conventions like choreographed performances and editing synchronized with the music.

The medium truly took off with MTV's launch in 1981, fueled by satellite technology and the success of magazines like Smash Hits, which championed visual style alongside music. The 1980s saw experimentation, from Michael Jackson’s cinematic Thriller to the backlash against excesses in the mid-90s, favoring more abstract styles exemplified by Garbage's "Stupid Girl." Directors developed distinct aesthetics, and hip-hop and R&B eventually eclipsed rock as the dominant genres, showcasing representations of conspicuous consumption.

Today, audiences span generations, with an aging demographic alongside younger viewers. The rise of the internet, particularly platforms like YouTube and more recently TikTok, has fundamentally reshaped the landscape. YouTube’s vast archive and user-generated content have reinforced historical trends while fostering new DIY aesthetics. TikTok’s short-form video format has created entirely new avenues for music discovery and promotion, with artists leveraging the platform's viral potential.

So how do we define contemporary popular music videos? While rooted in early cinematic techniques and shaped by television’s influence, the medium remains unstable. From the Beatles to Ok Go, the defining feature remains the editing of the moving image in time with music. However, the proliferation of platforms like YouTube and TikTok, with their emphasis on interactivity and user-generated content, is taking popular music videos in unprecedented and exciting new directions.