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History and Evolution of Music Videos

One of the earliest performance clips in 1960s pop was the promo film made by The Animals for their breakthrough 1964 hit "House Of The Rising Sun". This high-quality color clip was filmed in a studio on a specially-built set; it features the group in a lip-synched performance, depicted through an edited sequence of tracking shots, closeups and longshots, as singer Eric Burdon, guitarist Hilton Valentine and bassist Chas Chandler walked around the set in a series of choreographed moves.

Many "song films"—often referred to as "filmed inserts" at that time—were produced by UK artists so they could be screened on TV when the bands were not available to appear live. Pink Floyd were pioneers in producing promotional films for their songs including "Scarecrow", "Arnold Layne" and "Interstellar Overdrive", the latter directed by Peter Whitehead, who also made several pioneering clips for The Rolling Stones between 1966 and 1968.

In the UK The Kinks made one of the first real "plot" promo clips for a song. For their single "Dead End Street" (1966) a miniature comic movie was made, where members of Kinks acted like undertakers in old London streets. The clip also shows photo stills from Great Depression, uprising dead man and Ray Davies playing an old woman. Unusually for the time, there was no lip-sync, but the clip was edited according to the phases of song. The BBC reportedly refused to air the clip because it was considered to be in "poor taste".

The Who featured in several promotional clips in this period, beginning with their 1965 clip for "I Can't Explain". Their plot clip for "Happy Jack" in shows the band is acting like a gang of idiotic thieves robbing an apartment. They can't resist eating a cake and this leads to a cream-pie battle with a cop. There is no lip-sync in this clip either.

The Moody Blues made a promo video for their 1967 single "Nights in White Satin". It shows the band lip-syncing along the track in a mysterious environment in Paris.

Procol Harum made two promos for their 1967 hit "A Whiter Shade of Pale". One version shows band members walking among ruins, footage of them performing the song onstage and documentary footage of the Vietnam war. The second version, filmed in colour, shows the band running towards camera (a device pioneered in A Hard Day's Night), followed by close-up of Gary Brooker lip-syncing the song and several surrealistic sequences of the band in a churchyard. Other frames show band in crowded London streets, and Brooker standing in Piccadilly Circus.

The Doors had a background in film-making and both lead singer Jim Morrison and keyboard player Ray Manzarek were studying film at UCLA when they met. The clip for their debut single "Break On Through (To the Other Side)" is a filmed performance that uses atmospheric lighting, camera work and editing. It was directed by Elektra Records producer Mark Abramson. Their 1968 anti-war single "The Unknown Soldier", combines specially filmed footage of the group—including depicts a mock execution by firing squad with extensive intercutting of stock footage, including graphic footage of the carnage of the Vietnam War. It was also directed by Mark Abramson based on input from Morrison and the Doors.

The Rolling Stones appeared in many promotional clips for their songs in the 1960s. One of the earliest, dating from 1964, showed the band on a beach, miming to their single "Not Fade Away", but this has apparently since been lost. In 1966, Peter Whitehead directed two promo clips for their single "Have You Seen Your Mother, Baby, Standing In The Shadow?". The so-called "drag" version contains a mixture of footage including snippets of concert footage, street scenes in New York, shots of Jagger walking along a street while being filmed from a car, and shots of the band preparing for and being photographed for the famous "drag" cover photo used on the picture sleeve of the single. The longer opens with a minute-long introduction in which Jagger and Richards clown around on a piano (including a short scene of Jagger wordlessly singing The Beatles "I Feel Fine"). This leads into the song, which begins with speeded-up shots of the group backstage, followed by footage of a riotous Sept. 1966 performance at the Royal Albert Hall, inc which girls repeatedly storm the stage and are thrown back into the audience by security.

In 1981, the U.S. video channel MTV launched, airing "Video Killed the Radio Star" and beginning an era of 24-hour-a-day music on television. With this new outlet for material, the music video would, by the mid-1980s, grow to play a central role in popular music marketing. Many important acts of this period, most notably Adam and the Ants, Madonna and Mylène Farmer, owed a great deal of their success to the skillful construction and seductive appeal of their videos. Some academics have compared music video to silent film, and it is suggested that stars like Madonna have (often quite deliberately) constructed an image that in many ways echoes the image of the great stars of the silent era such as Greta Garbo.

Unofficial, fan-made music videos ("bootleg" tapes) are typically made by synchronizing existing footage from other sources, such as television series or movies, with the song. The first known fan video, or songvid, was created by Kandy Fong in 1975 using still images from Star Trek loaded into a slide carousel and played in conjunction with a song. Fan videos made using videocassette recorders soon followed. With the advent of easy distribution over the internet and cheap video-editing software, fan-created videos began to gain wider notice in the late 1990s.

Such videos are sometimes known as OPV, Original Promotional Videos (or sometimes Other People's Videos). In the case of anime music videos, the source material is drawn from Japanese anime or from American animation series. Since neither the music nor the film footage is typically licensed, distributing these videos is usually copyright infringement on both counts. A well-known example of an unofficial video include one made for Danger Mouse's illegal mash-up of the Jay-Z track "Encore" with music sampled from The Beatles' White Album, in which concert footage of The Beatles is remixed with footage of Jay-Z and rap dancers.

In 2007, a new form of lip sync-based music video called lip dub became popular in which a group of people are filmed lip singing in a seemingly random spot then dubbing over it in post editing with the original audio of the song. These videos have the feeling of being spontaneous and authentic and are spread through mass participatory video sites like YouTube. [1]