27 – Music Video Research Portfolio (90’s)

Music Video’s in the 1990’s went very much went along with the kind of the music that the song was. Also meaning, that like films, their were more genre’s of music video’s as well. This was because their was a rise in the amount of dance and club music that was coming through. So in the music video’s, the artists would wear clothes that would resemble themselves. A lot of messages would be put into songs as more street music would be coming into the fold as well. So often the ‘street music’ video’s would be made to satisfy their audiences. Because they would be aimed towards other people ‘off the street’, they would feature things like, women, cars and drinks. As well as this, the 1990’s again saw a drop in the amount of video’s that would be performance (or at least 60’s like performance, and discounting things like massive festivals)

‘The Next Episode’ is the perfect example of how music video’s made by ‘street artists’ would be aimed towards other people similar to themselves. This is where you can see a clear difference between music video’s of the past and music video’s of the near present. The sheer amount of exploitation in music video’s wouldn’t have been accepted in the 1960’s (even though it shouldn’t be now either). The restrictions of things that would be in music video’s, was less strict in comparison to the past. One reason being, because the music video’s were being tailored to their audiences.

‘Gangster’s Paradise’ in a good example of the type of music that was coming off the ‘streets’ and how both the songs and music video’s would be putting across messages in music. In the past, the music video’s were not so. It was harder to do so, but from the 70’s forwards, their were more messages being incorporated into songs, in response to society and big world events, such as the Vietnam War.

‘2 Unlimited’ is a good example of the visual aesthetic of dance music, in the clothing that is worn in the video. It is again, one that is tailored to it’s genre of audience. It is fast paced and flashy. Much like many of the dance video’s of the decade. These kinds of songs were put under the category of ‘dance’ because either the choreography was important in the music, or that it was music that was meant to get the audience/viewers to dance. This again shows how the music video’s have become more active over the years. And how they try to make the most out of the audience.

‘Victory’ is one music video that show’s both, how much was being invested into the production of the video, and the actual content of the video. This video contains lots of explosions, helicopters, famous actors. The 1990’s was probably the decade in which, the most amount of money was being spent on music video’s. At this point, comparing a video like this, to a video from the 1960’s, would be like comparing the empire state building to a London flat. They have moved forwards so much, both for the good and the bad.

– 2 Unlimited ‘Get Ready For This’ – 1991

http://www.tubechop.com/watch/2468406 – House of Pain ‘Jump Around’ – 1992

http://www.tubechop.com/watch/2468386 – Haddaway ‘What is Love’ – 1993

http://www.tubechop.com/watch/2468588 – Rob Dougan – ‘Clubbed To Death’ – 1995

http://www.tubechop.com/watch/2468432 – Coolio ‘Gangster’s Paradise’ – 1995

http://www.tubechop.com/watch/2468579 -Eiffel 65 – ‘Blue (Da Ba Dee’) – 1998

‘Angel’ Massive Attack – 1998

=QZXc39hT8t4 – Dr. Dre ft Snoop Dog – ‘The Next Episode’ – 1999

8 of the top 10 highest costing music video’s of all time were all released in the 1990’s.

http://www.tubechop.com/watch/2468018 – Michael and Janet Jackson ‘Scream’ – 1996

http://www.tubechop.com/watch/2468057 – Madonna ‘Bedtime Story’ – 1994

http://www.tubechop.com/watch/2468063 – Guns N’ Roses ‘Estranged’ – 1993

http://www.tubechop.com/watch/2468100 – Puff Daddy – ‘Victory’ – 1998

http://www.tubechop.com/watch/2468127 – MC Hammer – ‘Too Legit To Quit’ – 1991

http://www.tubechop.com/watch/2468188 – Mariah Carey ft Jay Z – ‘Heartbreaker’ – 1990

http://www.tubechop.com/watch/2468203 – Busta Rhymes ft Janet Jackson – ‘What’s It Gonna Be?’ – 1999

(8) http://www.tubechop.com/watch/2468260 – Celine Dion – ‘It’s All Coming Back To Me Now’ – 1996

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