The democratisation of production and distribution.

The formation of MTV in 1981, ‘industrialised’ music videos. Traditional post-cinematic conventions including complex studios, production teams, sophisticated camera equipment, lighting and special effects became synonymous with popular music videos. The style often focused on promoting the artists persona to convey complex narratives and create visual harmony with the lyrics. A perfect example of this is Micheal Jackson’s video for ‘Billie Jean’ which debuted on MTV in March, 1983 .

The promotion of popular music before the internet era was concentrated in the hands of major labels and mainstream media. Meaning that the production and distribution of feature length, high end videos were only available to a limited number of global stars like Micheal Jackson. Promotion and production of this kind was effectively out of reach for independent artists. 

“What is a music video? At one time we knew, but no longer; part of the change has to do with media contexts” (Vernallis 2013)

YouTube has become our standard for consuming audiovisual content in the 21st century. Shaping the ways music videos are produced and shared through what Carole Vernallis calls a “mixing  board aesthetic”. Only creativity, a camera and an internet connection are required to go viral. As a result, unconventional independent artists now have the power to make low budget, minimalistic music videos and kickstart their careers on a global level.

In May 2015, an emerging British rapper ‘Stormzy’ released the video for his single “SHUT UP” to his YouTube channel. Recorded by a fan on an iPhone, he freestyles, surrounded by friends in a car park, on a beat played through a portable speaker. The video instantly went viral and has since gained over 125 million views.

The rise of low cost digital recording equipment and the internet, has democratised our access to means of production and distribution. Videos by global artists are now featured on the same platforms as those of independent creators. This has driven the visibility of more diverse and inclusive audiovisual content than seen on MTV in the 80s.

Drew Cahane – 33607240

References:

1. Arnold, G., Cookney, D., Kirsty Fairclough and Goddard, M. (2017). Music/Video Histories, Aesthetics, Media. London Bloomsbury Academic.
2. Capital. (n.d.). Stormzy – ‘Shut Up’. [online] Available at: https://www.capitalfm.com/videos/official-music/shut-up/ [Accessed 26 Nov. 2022].
3. michaeljacksonVEVO (2009). Michael Jackson – Billie Jean (Official Music Video). YouTube. Available at: https://www.youtube.com/watch?v=Zi_XLOBDo_Y.
4. Stormzy (2015). STORMZY – SHUT UP. YouTube. Available at: https://www.youtube.com/watch?v=RqQGUJK7Na4.
5. Vernallis, C. (2013). Unruly media : YouTube, music video, and the new digital cinema. Oxford: Oxford Univ. Press, Cop.