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date: 25 January 2021

Video [music video].locked

  • John Richardson

Extract

[music video]

In their relationship to music, the terms “video” and “music video” are used primarily to refer to a form of short film, whose soundtrack exclusively or predominantly consists of a popular song, its origins intended for television presentation with the purpose of promoting a recording of the song. Since the early 1980s, especially with the advent of MTV in 1981, music videos have been integral to the marketing procedures of popular music. In the early 21st century they spread to new media, including computers and portable smart phones. Despite their name, music videos, or video clips, were initially produced using traditional celluloid film technology and transformed to electronic media in the post-production process. In the 2000s the production process moved toward digital filming technology, and the use of CGI (computer-generated imagery) in post-production became increasingly prevalent. More than simply marketing devices, music videos in the early 2000s became commercial products and aesthetic objects in their own right: they were viewed in the form of DVD collections, television shows, and such websites as YouTube, in much the same way as sound recordings....

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