Frame the Sound

Music videos were initially created as brand extensions for artists, and while they did exactly what they were meant to do (attracting a wider range of audiences), they’ve evolved into a powerful tool in today’s society. As the decades passed, we’ve seen different eras of fashion and music intertwine, leaving a lasting imprint on our collective memory. One of the most significant contributors to this cultural permanence was MTV, whose iconic music videos helped define and shape pop culture.

Kanye West’s “Famous” shared via W Mag

The earliest traces of music video-like content can be found across a vast array of media, beginning with The Jazz Singerin 1927, the first-ever ‘talkie’. This film marked the dawn of a whole new genre of motion pictures, later to be known as musicals. The years following the 1930s are considered the golden era of musicals, showcasing iconic films like Singin' in the Rain, Meet Me in St. Louis, Gigi, and Funny Face. This genre holds significant cultural weight as it paved the way for the creation of short musical films, which eventually evolved into music videos. The musicals from the 1930s through the 1950s became important cultural touchstones, influencing countless artists. For instance, Madonna paid homage to the classic number Diamonds Are a Girl’s Best Friend from Gentlemen Prefer Blondes in her Material Girl video.

Still around this time, sing-along cartoons (Screen Songs), similar to our modern-day karaoke, featured popular musicians performing their songs during commercial segments. Another early precursor of what would later become music videos were the ‘soundies’ - short musical films from the 1940s that combined music with dance performances, resembling what would later become the format of modern music videos.

The very first video to air on MTV was Video Killed the Radio Star by The Buggles, marking the dawn of a new era in music consumption. MTV revolutionized the music video format and introduced a 24-hour television cycle dedicated to music. Securing a spot on MTV quickly became one of the most coveted achievements for artists, transforming the landscape of music marketing and promotion. A pivotal moment came in 1983 with the premiere of Michael Jackson’s groundbreaking 14-minute music video for Thriller. It served as a turning point in the industry, as it changed how and why music videos were made. All of a sudden, these videos were held to a higher production standard - it was no longer acceptable to film it on an at-home video camera.

In the 90s, a great diversification of genres in the mainstream space occurred, thanks to MTV. This era saw the rise of hip-hop, alternative rock, and many more genres, which began to dominate airwaves and shape pop culture significantly. Artists like N.W.A, Outkast, 2Pac, and The Notorious B.I.G emerged as cultural icons, leaving an indelible mark on rap music and society as a whole. During this time, hip-hop evolved beyond a niche genre to become a powerful cultural force. The genre, in fact, not only provided a voice to marginalized communities but also introduced compelling narratives that resonated with a broad audience, giving voice to the voiceless.

The 2000s brought us an era of, what we now consider pop icons, such as Britney Spears, Christina Aguilera, Rihanna, Lady Gaga, and Beyoncé, among many others. Everything about them and their brand identities ushered in a new time in music, which is clearly visible through their videos. Around the same time, a platform we use and know today, was in its early stages: YouTube, which launched in 2005 as a free platform where independent artists could share their music. This platform also introduced a new concept to the music space: the viral music video. It became more than just a viewing experience; music videos now invited audiences to engage through social media. Five to ten years after the establishment of YouTube, we witnessed a ‘boom’ of emerging artists who, to this day, are household names that got their start on the platform.

With the rise of YouTube and new technologies, music videos began taking on different forms. They became much more than just a marketing strategy; the art community started recognizing them as legitimate forms of art. This phenomenon is most prominently observed in Beyonce’s album Lemonade and Kanye West’s video for Famous. Lemonade was not only acclaimed as a musical masterpiece, but also exhibited significant cultural and academic contexts. In the video for Freedom, we see Beyonce and a group of women in multiple visuals that allude to historical and contemporary struggles of the African-American community in the USA. The collaboration with Kendrick Lamar, along with the choreography and powerful symbolism, positioned this video as an artistic protest piece that highlights themes of oppression and perseverance. Similarly, the video for Formation delves deeply into Southern African-American culture, social justice, and empowerment. It has received praise for its bold political messages and the portrayal of the African-American experience. The video was even displayed in exhibitions, exploring how Beyonce’s work transcends typical music video formats to become cultural statements.

A more controversial example is Kanye’s video for Famous. While quite provocative, it blurs the lines between visual art, celebrity culture, and social commentary - challenging the norms of music video boundaries. The video opens with an overhead shot of a bed, featuring lifelike wax figures of various public figures such as Taylor Swift, Rihanna, Donald Trump, and Kanye himself lying together. The scene references Sleep by Vincent Desiderio, an expansive artwork depicting a visually complex and intimate tableau. Through Kanye’s recreation of this work, we see elements of surrealism and hyper-realism, playing with the vulnerability of public figures. The scene also references the iconic Bed-In for Peace by Yoko Ono and John Lennon, illustrating the intimacy and spectacle of public lives. The use of nudity in the video acts as a deconstruction of fame itself - stripping these public figures of their glamour and reducing them to their human form, showcasing that they’re just like us, nothing special. By challenging ideas of consumption, celebrity vulnerability, and the public’s never-ending obsession with fame, Kanye uses the music video as a way to engage with cultural and social issues.

Six years ago, Childish Gambino released his music video for This Is America, which portrayed American society for what it is - a dystopian reality filled with struggle and fear. Blending music, performance, and symbolism to illustrate the complex narrative of American culture, he addresses issues of race, gun violence, and media distraction. This Is Americajuxtaposes dance with violence, making a powerful statement about the African-American experience in the USA. The visual contrast between chaos and controlled dance sequences creates an unsettling atmosphere, one in which individuals feel unsafe. The video references Jim Crow imagery, with Donald Glover striking poses reminiscent of the Jim Crow caricature, highlighting the never-ending stereotypes and systemic racism faced by African-Americans. The most striking aspect of the video was its portrayal of gun violence. In several scenes, we see Glover executing unarmed individuals, with the camera treating the guns with more care than the bodies. There is also a reference to the 2015 Charleston church shooting, where Glover shoots a choir during a performance. This Is America transcends the traditional role of the music video through its use of powerful imagery and choreography, creating a work that functions both as a cultural critique and visual art.