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BYFELICELAZAE Y ouTubeisking.ItspracticallyreplacingregularTV andredefiningsuccessforartistsofallmediumsbut thisisafairlynewphenomenon.10yearsagoyou hadtoturnonMTVorVH1towatchyourfavoritemusic videos.Someofuswhoareolderthan20rememberTotal RequestLivewithCarsonDalyonMTVor106thParkon BET.Iremembersittingtryingtowatchmyfavoritemusic onthosetopcountdonsalayscrossingmyfingersthat theywouldntcutshortthevideoIwantedtowatchduetothe showstimeconstraints.Itwasbeyondmycomprehensionor imaginationthatonedayIdbeabletowatchmusicvideos ondemandanytimeofdaynotonlyonmycomputerbuton mycellphone Soitmustvebeencompletelyalienwhenthemusicvideo ageactuallybeganbackinthegoodol1980s.Yesyesmusic videosexistedlongbeforethe80sbuttheirprominencedidnt riseuntiltheMTVera.OhthegoodolddayswhenMTVwas filledithhoursofmusicvideocontentinsteadofreality fillersandfluffheidscriedIantmyandthey delivered.MichaelJacksonruledasbothastellarvocalistand amoonalinggodonfilmechangedthegameandbrought acinematicrevolutiontomusicvideostorytellinginhisvideo hrillerutdidntholdthemonopolyoninnovative videoviewersweredazzledbyartistspushingthelimitsof visualsonginterpretationthroughspecialeffectsandcreative storylineslieeterabrielsledgehammerandhas aenendartistslieadonnausedvideotosend strongsocialmessagesasinhersongierayerhere shetouchedonracismandreligion. Musicvideosbecameanewwayforartiststotellastory thatmightnotcomeacrossjustbylisteningtothesong.It wasawholenewworldandmostartistsembracedthenew mediumbutforsomeitwasacareerbreakingturnofevents. ideoilledtheradiostaricturescameandbroeyour heartsoputalltheblameonoordsrangsotrue aboutthemusicvideorevolutionasthissongbyTheBuggles inIronicallyitasthefirstvideotoaironhen thenetworkbeganat1201amonAugust11981 expressingtheconflictthisnemediabroughttoan artformthatpreviouslymainlyudgeditsfinalproduct basedonthequalityofthemusicandnotnecessarilythe looksoftheartist. Sureartistsofthe50s60sand70swerealsojudged basedontheirlooksandsexappealaswellbutitwasalot easiertohidealesstraditionallybeautifulartistinsocietys eyesbeforevideoscamealong.Morelikelythannot listenerswouldhearasongbeforetheyeversawwhatthe artistlookedlikethereforejudgingtheartistsolelyonthe qualityoftheirmusicinsteadoftheirlooks.Someofmy favoritelegendaryartistsofalltimelikeJanisJoplinBob DylanPattiSmithandRicOcasekoftheCarsmaynever havehadachanceintodaysmarketbecauseofallofthe visualmediaexposurelurkingaroundeverycorner. Oneofthebestexamplesofanartistslooksnot meetingaudienceexpectationswasfoundinthemusic videoforInformerbyanadianreggaeartistnoin 1993.MostaudiencesexpectedablackJamaicanartist andwhenfacedwithawhiteCanadianartisttheyjust werentconvincedofhisauthenticityeventhoughhe greuparoundamaicansandevenhadstreetcred havingustfinishedastintinailforassaulthen Informerhititbigutfanscouldntgetpasthisloos andheneverexperiencedthatsamecommercialsuccess inthemusicindustryagain. nartistssuperficialloosarenttheonlyaya musicvideocancausedamagetoacareer.Abadly executedmusicvideocandestroyacareerasseenin thecaseofillyquiersvideoforoce onightadartisticdirectionpoorchoreographyand arathereffeminateperformancebyanartistwhowas seenmoreasahunkyladysmancompletelydecimated poorBillyscareer.Hisfansnevertookhimseriously againandhewentfromplayingstadiumstoperforming atvenuesoflessthan10000nottooshabbyforanindie artisttodaybutcertainlyasuddendeathforanartistin the80sgoldenageofthemusicindustry. VideoKilledtheRadioStar- WhenTheVisualKilledTheEar 6 WWW.FLIPMAGAZINE.NETAUGUST2015