GENERIC RESEARCH Industrial context

Contemporary Context

1. Who are the major players in this industry?

Ed Sheeran- His music video 'Shape of you' has over 4.2 Billion views. 
On 30 January 2017, the song's official music video, starring American dancer and model Jennie Pegouskie and retired professional sumo wrestler Yamamotoyama Ryuta (credited as "Yama"), was released on Sheeran's channel. It was shot on location in Seattle, and was directed by Jason Koenig. On 8 May 2017, 97 days after its release, it became one of the fastest music videos to reach 1 billion views on YouTube, and as of May 2019, the music video has over 4.2 billion views on the site and is the sites second most watched video.
Some of his other popular videos include 'Thinking out loud' 2.7 billion views and 'Perfect' 2 billion views. 
His demographic is 15-25 mass market which is very similar to the brief. 

Drake- hotline bling 1.5 billion views 

Drake announced a music video for the track via his Instagram account. The video was financed by Apple inc. and released on October 19, 2015 via Apple Music under a timed exclusivity agreement.The Director X-directed video was inspired by the work of American artist James Turrell. X has stated that he hopes that the video inspires men to dance more.

Rap-up wrote that Drake "shows just how suave he can be with his moves" in this video. Evan Minsker of Pitchfork called it a "pretty minimal clip". The site also named "Hotline Bling" the seventh best music video of 2015.

God's plan 1 billion views
It won numerous awards for the artist including: BET Awards video of the year, Hip hop. de awards  best song international as well as iHeartradio best director

The demographic for Drake is 15-21 rap and hip hop fans

GENERIC RESEARCH Industrial Context

Brief history/timeline of music videos

1894 - The first step towards the creation of music videos

Sheet music publishers Edward B. Marks Joe Stern hired electrician George Thomas and various performers to promote sales of their song "The Little Lost Child". Using a magic lantern, Thomas projected a series of still images on a screen simultaneous to live performances. This would become a popular form of entertainment known as the illustrated song, the first step toward music video.

1920's - With the arrival of "talkies" many musical short films were produced. Vitaphone shorts (produced by Warner Bros.) featured many bands, vocalists and dancers. Animation artist Max Fleischer introduced a series of sing-along short cartoons called Screen Songs, which invited audiences to sing along to popular songs

Blues singer Bessie Smith appeared in a two-reel short film called St. Louis Blues (1929) featuring a dramatized performance of the hit song. Numerous other musicians appeared in short musical subjects during this period.

1940's - Soundies, produced and released from 1940 to 1947, were musical films that often included short dance sequences, similar to later music videos. 

1950's - In his autobiography, Tony Bennett claims to have created "...the first music video" when he was filmed walking along the Serpentine in Hyde Park, London in 1956, with the resulting clip being set to his recording of the song "Stranger in Paradise". The clip was sent to UK and US television stations and aired on shows including Dick Clark's American Bandstand. 

The oldest example of a promotional music video with similarities to more abstract, modern videos seems to be the Czech "Dáme si do bytu" ("Let's get to the apartment") created in 1958 and directed by Ladislav Rychman.

"Lets get to the apartment" music video 

In the late 1950s, the Scopitone, a visual jukebox, was invented in France and short films were produced by many French artists. Its use spread to other countries, and similar machines such as the Cinebox in Italy and Color-Sonic in the USA were patented.

1960's -  Artists began pre-recording the music audio, went on-location and taped various visuals with the musicians lip-synching, then edited the audio and video together. Most music numbers were taped in-studio on stage, and the location shoot "videos" were to add variety.

In 1964, Kenneth Anger's experimental short film, Scorpio Rising used popular songs instead of dialog. 

Following this, lots of artists started to create visual videos to go with their songs including the beatles, david bowie and bob Dylan

The introduction of Music Television (MTV)

First hit the screens on the 1st of August 1981 and its first music video was 'Video killed the radio star' 

Followed by 'you better run' 

Originally for artists to gain more popularities, has helped audiences connect with music on a new level. It focused on rock acts for a long period time leaving many black artists out regular rotation. This was broken in 1983 when MJ's 'Billie Jean' was played. This paved the way for more black artists to be shown. 

They introduced their own MTV music awards in 1984 and then 8 years later they introduced the MTV movie awards. As MTV's popularity grew they created music video related shows. 

They began to broadcast live coverage of music concerts including Live Aid 

Then by the mid 2000's MTV started to show more reality shows meaning their music related content was decreasing.

PLANNING - pitch

Music video new pitch from joannagaudini62