Youtube, music videos for the Youtube age

 Youtube

Music Videos for the YouTube age:

First of all, music videos were recorded live performances on Top of the Pops, and this changed when suddenly MTV was used to sell the songs of popular artists, eg. Madonna.

Youtube presents an equal platform for all artists, unlike previous Top of the Pops or MTV, which had rules and regulations around where and how they could post. Therefore the market is massive and endless, this means the platform created endless competition, so artists need to stand out. This means that music videos have changed due to their platforms. This means that artists were able to use cheaper equipment and advertisements to publicise their music.  Music videos are no longer selling the song, but selling the artist. This means some videos, like OK GO, are most well known for those, rather than their albums. 

For instance, the highly popular band One Direction, for their first single, “That’s what makes you beautiful” the music video was simple and cheaply made, but advertises their ideology as a band. 

They are all individualized, but maintain the same look. Since their audience is primarily young girls, they are not only advertising themselves to their audience, by filling their video with them laughing and hanging out at the beach,  but also, their themes aren't offensive or taboo. Ultimately, these boys are being sold as fun, young, good-looking pop-artists, who their young audience can admire, and parents don't mind buying concert tickets for.