The proliferation of video outlets, exemplified by Youtube, has significantly impeded the progress of MTV. Upon conducting a comparative analysis, the music businesses discovered that the cost associated with MTV is considerably higher when compared to other video platforms. Consequently, they made the decision to shift their focus from MTV to platforms such as YouTube and other similar video-sharing sites. The decline of MTV was evidently foreseeable.

Not only does the cost vary, but it also correlates with the rapid advancement of information technology. The various genres of music have a homogenous nature initially, but thereafter undergo a process of diversification. Currently, there exists an extensive array of video styles that can be identified, with the potential for an unlimited number of variations. Consider the song ‘This is America’ by Childish Gambino as an illustrative example. Utilise narrative techniques to articulate perspectives on racial discrimination. The PowerPoint presentation also references the musical group MASSIVE ATTACK and their song “SPLITTING THE ATOM.” The video lacks precise substance and primarily focuses on transitioning between different parts. In this context, I aim to utilize a Chinese music video that holds personal significance to me, namely “Lay” by Lay Zhang, as an illustrative case. The music video exhibits a cinematic quality throughout, using the distinctive artistic elements of Chinese ink painting. The utilization of black and red hues within the composition contributes to an enhanced sense of gravity and solemnity. Moreover, the inclusion of a dragon special effect, characterized by distinctly Chinese colors, serves to further enrich the overall aesthetic of the picture.

In addition, I would like to present an alternative perspective. The evolution of music videos is currently undergoing a transition, with a notable movement from traditional outlets like MTV to online video platforms such as Youtube. The dominant medium of communication in contemporary society is the short video format. The advent of media technology has facilitated a shift in individuals’ patterns of consumption when it comes to media content. The advent of the Internet has effectively transcended the constraints of temporal and spatial boundaries, thereby enabling individuals to consume video content at their own convenience. The inherent brevity of short films further facilitates their consumption during individuals’ leisure periods. As a result, conventional music videos are condensed to a duration of 15 to 20 seconds, encompassing all the pivotal moments, thus facilitating faster transmission.

by-Yuxiao Miao