Since MTV began in 1981 so much has changed and shifted within the music video field due to technological advancements, platforms and financial booms and busts. (Vernallis, C, 2013) Previously music videos were vetted before being broadcasted on MTV there were restrictions such as no alcohol, no production placement etc, however, with a shift in time, music videos have more freedom, and don’t hold many restrictions. Music videos were previously seen as a way for record companies to sell the song. Contemporary music videos though help in selling the piece and have more creativity behind them that hold either a narrative or a message, it is seen as a form of expression.

As we try and create change in the 21st-century many music videos hold political messages and bring awareness to different causes. Artists Shawn Mendes and Khalid wrote a song called “Youth” including strong lyrics “you can’t take my youth away” and “pain, but I won’t let it turn into hate” this music video focuses on many issues in our society, especially within America, it starts off with guns being shattered and footage of anti-gun protests. The video has many young people to portray youth with all kinds of talents – i.e., ballerinas, dancers, wrestlers but also those who have survived adversity, gun violence survivors, and victim of wrongful arrest and includes the youth that works towards making change the debaters and activists. We all live in a world where a little bit of our innocence, childhood and youth are taken away due to the bad in the world, but although we are young have the power to create change. The message behind this music video is to use our voices, vote, and fight for what is right. The music video closes out with a 4-year-old “superhero” saying “Don’t forget to show love” this was a powerful way to end it as it is a reminder to still continue to show compassion.

References

Carol Vernallis (2013), “YouTube Aesthetics”, in: Unruly Media, New York: Oxford University Press, 127-154.

ShawnMendes. (2018, November 5). Shawn Mendes – Youth ft. Khalid [Video]. YouTube. https://www.youtube.com/watch?v=sJUGAIf1Px0

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