Music videos have evolved into a unique audio-visual medium that links music, visual art, and digital technology. Rose and Bruno Mars’ music video “APT.” embodies this shift, we gain insight into how music videos have moved from an MTV-driven industry model to a digitally driven form of transmedia storytelling.

Figures 1

Image source: https://www.youtube.com/watch?v=ekr2nIex040

From MTV to YouTube:

Music video production was revolutionized by the advent of MTV in the 1980s (Vernallis, 2013). In the 21st century, the rise of platforms such as YouTube, distribution and consumption of music videos also underwent fundamental changes. Music videos like “APT.” are no longer subject to web standards or TV schedules. Instead, they thrive in a fluid digital environment.

Aesthetic transformation:

Cutting-edge digital effects and abstract visual elements are embodied in “APT.” digital music videos. In the 1980s, music videos often featured live performances or choreographed clips (Figure 2) that prioritized authenticity and the artist’s personality. The contemporary digital video focuses on layered textures, vibrant colours, and seamless transitions between virtual and physical Spaces. From a technical point of view, “APT.” digital music videos are analyzed using techniques that complement and enhance each other’s music and visual effects, allowing the use of some DIY effects, elements, shots and interactive effects from TikTok and popular platforms (Figure 3).

Figures 2

Image source: https://www.youtube.com/watch?v=fJ9rUzIMcZQ

Figures 3

Image source: https://www.youtube.com/watch?v=ekr2nIex040

Conclusion:

The growth of platforms such as YouTube has redefined the creative style of music videos. The graphic designer, digital artist and choreographer of this digital music video reflect a broad shift toward transmedia expression and embody the interplay between music and vision. As data continues to spread, these digital music videos remain a powerful medium for innovation, creativity, and cultural expression (JIRSA and KORSGAARD, 2019).

Reference List:

JIRSA, T. and KORSGAARD, M.B. (2019). The Music Video in Transformation: Notes on a Hybrid Audiovisual Configuration. Music, Sound, and the Moving Image, 13(2), pp.111–122. doi: https://doi.org/10.3828/msmi.2019.7.

Queen Official (2008). Queen – Bohemian Rhapsody (Official Video). YouTube. Available at: https://www.youtube.com/watch?v=fJ9rUzIMcZQ [Accessed 20 Nov. 2024].

ROSÉ (2024). ROSÉ & Bruno Mars – APT. (Official Music Video). [online] YouTube. Available at: https://www.youtube.com/watch?v=ekr2nIex040 [Accessed 20 Nov. 2024].

Vernallis, C. (2013). Unruly Media : YouTube, Music video, and the New Digital Cinema. Oxford: Oxford Univ. Press, Cop, pp.207–233.

By Yuqing Yin-33750937