Music in television

The First TV shows

Figure 7 - The Moody Blues on Top of the Pops in 1964¹¹.

10 Bob Dylan – Subterranean Homesick Blues - https://www.youtube.com/watch?v=MGxjIBEZvx0

11 Retrieved January 24, 2020 from: https://www.youtube.com/watch?v=sUFFRd27YDw

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It’s interesting to notice that some of the innovations happening on television for the propagation of music were inspired by radio. Such was the case with the British television show “Top of the Pops”, which started on the 1^st of January in 1964 and lasted for more than 40 years. This program, as the name suggests, was a showcase for the week’s hit songs with respective music videos and live performances. Its main influence was Radio Luxembourg’s “Teen and Twenty Disc Club”, which was similar in concept.

The impact of the “Top of the Pops” was huge, not only on television as there were dozens of millions of people watching the program every week, as well on the music industry as it made the music video a necessity for anyone wanting to promote their music. This charged a lot of pressure on bands and music labels to produce high quality music videos who had to compete as to being featured on the show.

In 1969 there was premiered a television show named “Hee Haw” which presented country music videos, where were portrayed “animals and farmers in rural areas” (Starej, 2017, p. 13). Funnily enough

the guests of the show had the opinion that the videos took away the attention from their live performances, which they disliked since they thought that live performances would help promoting record sales more than music videos, an opinion proven to be wrong in the next decades of music video and mass media history (Starej, 2017, p. 13).

Queen’s notorious video for “Bohemian Rhapsody” was made because the band couldn’t perform live for “Top of the Pops”, so they decided to do a music video to be shown there instead (Starej, 2017).

MTV

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Figure 8 - MTV's premiere in 1st of August, 1981¹².

It is well known that the MTV started airing on the 1^st of August 1981, as well that the first music video displayed was Buggle’s “Video Killed the Radio Star”¹³. On those early times, the channel played exclusively rock music videos all the time, similarly to how a radio station would play the Top 40 hits, being the first channel to do so (Alfieri, 2019; Costa, 2016; Starej, 2017; The Editors of Encyclopaedia Britannica, 2019a; VH1, 2001).

Since the medium was so new, musicians were sceptical about doing music videos for their songs.

This led to many bands that were not played on the radio to have a new medium of exposure, which in turn led to increasing record sales (VH1, 2001). From this point on, people started to realize that the music video was a powerful way of marketing music (Costa, 2016; VH1, 2001). At this rate musicians were becoming TV stars. Before music videos, people knew the artists appearance through, posters, album covers and live concerts, now people can get a closer look at the artists through the music video, which became one of the primary introductory elements for the artists and their music (VH1, 2001). This was the biggest step yet for music videos as it became plainly obvious how crucial was for an artist to have good music video in order to reach success (Costa, 2016; Starej, 2017; VH1, 2001).

This visual aspect of the band and their members started to gain new heights as androgynous personas like Boy George from Culture Club and Annie Lennox from Eurythmics tested the limits of gender (VH1, 2001). Before Michael Jackson’s Billie Jean¹⁴, MTV had already played some video clips by some African-americans, however they were very few. And in 1983, Rick James accused the channel of being racist when, at the time, they did not play his video for “Super Freak”¹⁵ (Mitchell & Newman, 2009; VH1, 2001).

Some of the greatest milestones for music videos were videos made for Michael Jackson songs, mainly Billie Jean and, most importantly, Thriller¹⁶. Billie Jean was the first Michael Jackson music video on MTV, and its impact lies, among other factors, on the fact that his video helped to open the doors to black artists on the channel such as Prince, Billy Ocean and Eddy Grant. The video also displayed some other novelties like the choreographed sequences which were used in the context of the video.

Which is why this video catapulted Jackson’s record sales (Mitchell & Newman, 2009; VH1, 2001). “By

12 Retrieved January 24, 2020 from: https://www.youtube.com/watch?v=i1QDSmflFtM

13 The Buggles – Video Killed The Radio Star - https://www.youtube.com/watch?v=W8r-tXRLazs

14 Michael Jackson – Billie Jean - https://www.youtube.com/watch?v=Zi_XLOBDo_Y

15 Rick James – Super Freak - https://www.youtube.com/watch?v=QYHxGBH6o4M

16 Michael Jackson – Thriller - https://www.youtube.com/watch?v=sOnqjkJTMaA

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then the demand for "Thriller" was so intense that (…) manufacturing plants had slowed the pressing of other albums to make more copies of it.” (Mitchell & Newman, 2009).

Michael Jackson’s 1984 video for “Thriller” however, came unlike anything people had ever seen at the time. It had a runtime of almost 14 minutes, and it was the first music video directed by a film director, John Landis, it also cost 1 million dollars at the time, which was incredibly expensive for music videos at the time as their budgets only rounded to about $30,000 – $40,000, being it the most expensive of its time which is justified by the complex production and special effects. This did pay up however, and Jackson rose to stardom, being named King of Pop (Starej, 2017). The impact of Thriller was greatly felt on the music industry as people started buying records again after a 3-year decline in record sales prior to that (Mitchell & Newman, 2009; VH1, 2001).

Before Thriller, “the most that viewers could hope for from the three-minute interludes were either lip synced mini-concerts on makeshift stages or melodic tableaux of enraptured couples strolling”

(Rouse, 2000).

It was a pivotal transition in that it marked the shift of emphasis from musical performance to visual presentation. In stark contrast to the other, live, performances of Motown 25, Jackson performed a pre-recorded soundtrack, lip-synching to his multi-layered pre-recorded voice, thus indicating that the visual reenactment of music video imagery had become an integral, and perhaps dominant part of live performance (Matthew Delmont, 2010, p. 77).

Many bands only did music videos for their songs as a marketing strategy because otherwise they would be left behind the competition, which also meant that many musicians were very awkward about doing them and did it almost as an obligation. Such was the case with Journey’s music video for the song “Separate Ways”¹⁷ which the musicians despised doing (VH1, 2001).

For John Fiske, the MTV echoes the fragmentary nature of the music video, as the former is an uninterrupted flow of music videos, while the latter is an uninterrupted flow of moving images (Costa, 2016).

17 Journey – Separate Ways - https://www.youtube.com/watch?v=LatorN4P9aA

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Video Albums

Figure 9 - Blondie - "The Hardest Part" (1979)¹⁸.

Video albums are essentially music videos playlists, which, at the time, were distributed physically on VHS and DVD with the advent of those formats in the decades of the 80s and 90s, respectively. The videos on those playlists corresponded with the musical alignment of a given LP (Costa, 2016). The predecessors of this format are the video albums which date back to the decade of the 70s, starting when every song of Blondie's album, “Eat to The Beat” (1979) was paired with a music video¹⁹ (see Figure 9) (Costa, 2016).