The development of music video

1960’s- as the music industry at this time was not as large or as popular as it is now, it meant that what we call music videos were scarce and of poor quality. The video jukebox invented in France in the late 50’s, this then brought about the invention of the Cinebox in Italy and the Color-Sonic in America . Therefore it is no coincidence that the rise of music production and the rise of television happened at the same time as it gave artist a chance to become famous which otherwise would have been passed over by Hollywood. In 1964 to make the videos of a higher quality the musicians began to use prerecord the songs and then lip sync to give the videos the sound and the look that was aimed for. In the same year a better quality colour video was produced along with studios and purpose built sets.

1970’s- The clip for "John, I'm Only Dancing" was made with a budget of just US$200 and filmed at the afternoon rehearsal for Bowie's Rainbow Theatre concert on 19 August 1972. It shows Bowie and band miming to the record (played over the Rainbow PA system) intercut with footage of Bowie's dancers The Astronettes dancing on stage and behind a back-lit screen. The clip was turned down by the BBC, who reportedly found the homosexual overtones of the film distasteful, although Top of the Pops replaced it with footage of bikers and a dancer[15]. The "Jean Genie" clip, produced for just US$350, was shot in one day and edited in less than two days. It intercuts footage of Bowie and band in concert with contrasting footage of the group in a photographic studio, wearing black stage outfits and standing agai`nst a white background. It also includes location footage with Bowie and Cyrinda Foxe (a MainMan employee and a friend of David and Angie Bowie) shot in San Francisco outside the famous Mars Hotel, with Fox posing provocatively in the street while Bowie lounges against the wall, smoking [16].

1980’s- the music video became more popular in this era with the invention of MTV which was the first music channel which was shortly followed by the introduction of the VH1 music channel. Before and at the beginning of the 80’s music videos had many different names such as “promo video” it wasn’t until the mid 80’s that people started using the term “music video”. In Chinese entertainment these “music videos” are known as MTV’s because this was the company which brought about the popularity of watching music videos. This is the era that was home to some of the greats that have been continuing to create hits in recent years, these artists include such as Madonna, Bon Jovi and the late Michael Jackson. Artist which were also hits during the 80’s but sadly there music did not change with the times and have been left as “oldies” (one hit wonders). This area of music from the 80’s include such artist as Men Without Hats, Gary Numan and KC and the Sunshine Band.
With the release of music video to be played on MTV, “Video Killed the Radio Star” video by “The Buggles”, in 1981 brought about the era of 24-hour music television, which was to grow a to a central role of media marketing. Artist such as Madonna owe a great deal of their success to the seductive appeal of their videos
In 1983, the most successful and influential music video of all time was released Michael Jackson's song "Thriller." The video set new standards for production, having cost $500,000 to film. That video, along with earlier videos by Michael Jackson for his songs "Billie Jean" and "Beat It” crowned him with the title King of Pop. This lead the way for more extravagant music videos which were gave the world a faster development of technology. It was after this time that the music videos and film became more advanced and the limits of what could be done in a music both technology and ethically widely moved apart giving a wider range of genre.

1990’s- the 90’s was the home of many new genres such as sub genres of electro music like acid house producing more artist with a wide variety of songs such “Ebenezer Goode”. The popularity of House music became more apparent in the 90’s which enabled artists to create their own style and create more sub-genres.

Eyeline match is a popular editing technique associated with the continuity editing system. It is based on the premise that the audience will want to see what the character on-screen is seeing. The eyeline match begins with a character looking at something off-screen; there will then be a cut to the object or person at which he is looking. For example, a man is looking off-screen to his left, and then the film cuts to a television that he is watching. Alfred Hitchcock used this procedé throughout Rear Window because of the fact that the center location was used as a look-out by James Stewart. The whole film is based on the main character looking at something, followed by an eyeline match of what he's looking at.

Jump cut is a cut in film editing in which two sequential shots of the same subject are taken from camera positions that vary only slightly. This type of edit causes the subject of the shots to appear to "jump" position in a discontinuous way. For this reason, jump cuts are considered a violation of classical continuity editing, which aims to give the appearance of continuous time and space in the story-world by de-emphasizing editing. Jump cuts, in contrast, draw attention to the constructed nature of the film. Although the term is sometimes used in a loose way, a cut between two different subjects is not a true jump cut, no matter how jarring.

Shot reverse shot (or shot/counter shot) is a film technique wherein one character is shown looking (often off-screen) at another character, and then the other character is shown looking "back" at the first character. Since the characters are shown facing in opposite directions, the viewer assumes that they are looking at each other. Shot reverse shot is a feature of the "classical" Hollywood style of continuity editing, which deemphasizes transitions between shots such that the audience perceives one continuous action that develops linearly, chronologically, and logically.

Cross-cutting is an editing technique used in films to establish continuity. In a cross-cut, the camera will cut away from one action to another action. Because the shots occur one after another, cross-cutting is used to suggest simultaneity of action. However, it can also be used to link significant actions that do not occur simultaneously. Suspense is built by using cross-cutting. It is built through the expectations that it creates and in the hopes that it will be explained with time. Cross-cutting also forms parallels; it illustrates a narrative action that happens in several places at approximately the same time.

Insert is a shot of part of a scene as filmed from a different angle and/or focal length from the master shot. Inserts cover action already covered in the master shot, but emphasize a different aspect of that action due to the different framing. An insert is different from a cutaway in that the cutaway is of action not covered in the master shot.There are more exact terms to use when the new, inserted shot is another view of actors: close-up, head shot, knee shot, two shot. So the term "insert" is often confined to views of objects--and body parts, other than the head. Thus: CLOSE-UP of the gunfighter, INSERT of his hand quivering above the holster, TWO SHOT of his friends watching anxiously, INSERT of the clock ticking.

Dissolve shows the incoming video clip as small particles that gradually fill the screen over the outgoing video clip.
Fade In to the beginning of a clip so that the image gradually appears from a black screen.
Fade Out to the end of a clip so that the screen gradually fades to black.
Wipe, Normal Down shows the incoming video sliding down over the outgoing video with a faded area where the two meet.