![]() His work gave credence to the industry we experience today. With his signature directorial style, Hype Williams ushered hip-hop and R&B into the new millennium visually. Read: What Y2K Taught Us About the Metaverse But there at the offset no one knew what technology would bring. Of course there was a larger change coming, one that would make big ticket music videos obsolete. The rise of the Internet continued on in this fashion, with users creating online personas across social networks and other platforms today. The Sims, for example, debuted in 2000 as one of the first games where users created a whole new identity. They did this through personas brought to life on screen.įor perspective’s sake, the late 90s and early 00s also predicated a cultural shift sparked by modern technology. Part of the reason this worked is because through the visuals of music rappers became uniquely positioned influencers, able to push brands of their choosing. As hip-hop evolved, it broke into sub-genres that could impact different sectors of the music industry. In their prime, music videos helped create the visual identity of artists. When rap music became significant in the pop culture landscape, record labels allocated larger budgets to videos. A sort of “visual-musical projection of culture”. In hip-hop the music defined the culture’s codes, then it was reinforced by the images in its music videos. Soon MTV and networks like VH1 and BET were the main platforms for artists to promote their music in a culturally relevant way. ![]() By the late 90s, videos played a significant role in marketing rap music. Jackson’s use of special and visual effects set a new standard. With the release of Michael Jackson’s “Thriller” video in 1982 came a turning point for the art of video creation. it also changed the way music was promoted. When MTV established music videos in the U.S. ![]() Still, hip-hop’s DNA had already begun to set in, strengthened by subcultures emerging across New York City: graffiti, DJing, MCing and breakdancing. MTV launched just two years after Sugar Hill Gang released “Rapper’s Delight”. The remaining time was filled with old footage from live concerts and clips from British artists. In the beginning, 80% of the network’s programming was music videos. Nickelodeon was a similar player in the space. A niche network for a specific demographic was yet a new concept. American television of the time focused its programming on mass appeal. A channel for rock and roll music videos as a platform for young adults. labels sent clips of their artists overseas, but when the network launched in 1981 it was the first of its kind. Maybe they worked in European markets, where U.S. Before MTV, music videos were uncommon in the American music industry.
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