The 1980s saw the rise of MTV, which had a significant impact on how music videos were portrayed visually and had repercussions for both society and aesthetics. The vibrant imagery, quick editing, and unique storytelling approach of MTV set it apart from traditional music presentations. By employing this novel medium, artists created visually striking stories that enhanced the emotional resonance of their creations.

The impact of the MTV aesthetic on society was significant and transformed the music industry. Musicians have utilized music videos to address societal changes, question norms, and provide social commentary. Analogue video technology is an intermediate medium between digital special effects, rendering, processing, and photography, as well as analogue cinema. It occupies a similar position between the relatively fixed formats of traditional television and the unpredictable mix of channels on satellite and later, YouTube, as well as between well-established film genres and the fluid mosaic of digital media.(Arnold et al., 2017) For instance, Michael Jackson’s visually creative “Thriller” video transcended musical categories and acted as a driving force for cultural trends that influenced dance, fashion, and even cinematic techniques. MTV’s democratization of visual storytelling facilitated the incorporation of a wider range of content in music videos. The platform allowed artists from various backgrounds to exhibit their creativity and challenge the traditional portrayal of musicians in the media. Consequently, a more culturally inclusive landscape was encouraged, and diverse communities were granted the opportunity for representation.

MTV’s influence has increasingly decreased over time as new channels like social media and YouTube have emerged during the digital age, giving bands an even more direct access to their audience. Music videos’ aesthetics have evolved further to accommodate new watching habits and attention spans that are shorter. Music videos continue to have a considerable impact on cultural conversations and styles, and MTV’s approach continues to inspire artists’ use of visual storytelling. The changing aesthetics of music videos have reflected social changes while also having a big impact on and challenging prevailing norms and ideals of each age.

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Arnold, G., Cookney, D., Fairclough, K. and Goddard, M. (2017). Music/video : histories, aesthetics, media. New York, NY: Bloomsbury Academic.

Jiayi Gao