MTV is a 24-hour American music channel that transformed music culture in the late 20th century. It revolutionized how music was produced and consumed with its fast-paced, flashy videos known as “MTV style.” Primarily showcasing Western artists, MTV’s content may not resonate with Eastern cultures due to its deep roots in Western cultural traditions.
That is why MTV’s 1980s and music video styles in Korea’s 80s and 90s are completely different. In the 1980s, music video production was inactive in Korea because live television music broadcasting was the main channel. Music videos were produced in the 1990s but were static and low-tech, unlike in the West, which used advanced graphics and experimental camera techniques. On the other hand, Western music videos were made utilizing high production costs and advanced technology at the time. They were culturally open and contained themes of the times, including sexuality, rebellion, and politics. Music Videos also show different styles depending on the genre of music (rock, pop, hip-hop, etc.). In the 1980s, music videos were more than just visual delivery; MTV’s music videos were very culturally open and contained various themes such as sexuality, rebellion, and political messages. (Kim, 2008) Through videos, artists like Madonna and Prince built a provocative and enterprising image. On the other hand, Korean music videos had limited freedom of expression due to social restrictions and censorship at the time. This censorship played a significant role in shaping the content of Korean music videos; with love, they focused on narratives that emphasized emotions and actors’ acting.
K-pop’s music video today, however, must have been influenced by MTV. It is a medium of celebrity performance. (Arnold et al., 2017, p. 7 Artists utilize music videos in various ways, such as strengthening their persona, commenting on celebrity culture, and serving as platforms to express their political views. This trend is also seen in 21st-century Korean music videos, which can be seen in Bibi’s ‘Life is a Bi….’ This music video metaphorically expresses political views in a narrative form, and Bibi’s performance shows a different femininity than previous Korean music videos.
In conclusion, while Western music videos feel like looking at artists’ portfolios and identities, Korean music videos in the 90s focused solely on song promotion and lyrics. This is a difference from cultural differences and can be seen as a result of the music industry’s development stage. With the growth of the K-pop idol industry, their music video storytelling is also a point. It is evolving. A well-made music video is not just a promotional tool for a sound source. However, its workability directly or indirectly affects the younger generation, just like in the 1980s on MTV. Eventually, the K-pop music video became a classic example of adapting to the modern digital age by combining original storytelling and visual aesthetics while being based on the legacy of the MTV era.
Bibliography
Maeil Business Newspaper. 2008. ‘High-interest rates… as 2030s “desperate” sell homes, 5060s are buying’. Maeil Business Newspaper, 18 April. [online] Available at: https://www.mk.co.kr/news/culture/4405963?utm_source=chatgpt.com [Accessed 29 November 2024].
Arnold, G., Cookney, D., Fairclough, K. and Goddard, M. (2017). Music/Video: Histories, Aesthetics, Media. London: Bloomsbury Academic.
Reference
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Digital Audiovisual Media Class Blog 
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