When music videos first really made their mark in the 1980s, broadcast channels devoted their Friday nights to them. As MTV and other cable channels gained dominance over the field in the 1990s, shows like Pop-Up Video and TRL pushed the networks out. While record labels threw big budgets at flashy videos, knowing that they served as both great publicity and entertainment, the cable channels realized they could profit more from cheap reality shows and “music based programming”.
Nowadays, the majority of music videos are watched on the internet, and their quality has mostly suffered as a result. In fact, some people say the music video is dead. But the music video is not dead. In 2007, OK Go became famous for their inventive treadmill routine in the “Here It Comes Again” video. Currently, Lady Gaga and Beyonce’s nine minute long “Telephone Line” is making a name for itself on the internet.
Nevertheless, aren’t music videos, as a valid art form, worthy of more than a tiny screen on a website or MP3 player? They should be viewed in a larger screen, on a medium that’s free and available to everyone, regardless of bandwidth. While we don’t have the power to add music videos to broadcast television, after all there are infomercials and sitcom reruns that need to be aired, someone is trying.