Music videos only used to be on shows like Top of the Pops on the television. Shows like Top of the Pops had very specific regulations or guidelines they had to go by, for example no profanity or sexual scenes were allowed to be exhibited in the music videos they showed.
Then, MTV came out in 1981 and it showed Music Videos as a more developed art, which not only added to the music, but could also be seen as a great representation of the artist’s work, separate from the music.
Despite establishing music videos as a separate, individual art from the music, MTV still had to go by similar guidelines as shows like Top of the Pops and so they still had their limitations. In 2005, YouTube was launched, and Top of the Pops went off the air, and it completely opened up the world of music videos. Since it wasn’t televised, it didn’t have to fit PG or family friendly regulations. Also, since anyone with a camera and a laptop could upload their music videos to YouTube, the music videos had to become more unique, and therefore had to be more out there and rule breaking, thus creating the music video artist. The number of music videos being produced increased massively. The music videos started to become not just a selling point of the music, but also began working as individual pieces of art that generate success. The video started to become half of the work, with the sound and the song being the other half. It was a chance for the artist to stand out, and to show what their image is. This is the artist “Post Malone’s” first music video, and I chose his first video because I want to see what image he was trying to promote at the start of his career. The song is White Iverson, and the video came out 6 years ago.
This video is essentially trying to show two things about “Post Malone”; he likes basketball, and he has money. The car and the big jewellery that he is wearing is him trying to show off his wealth and trying to create the image that he is successful. The shots of basketball nets and the fact he wears basketball shirts throughout the video shows that he likes basketball, and it also relates to the song.
Despite the video trying to show off his wealth, it wouldn’t of cost too much to make. The video tries to show off 3 different locations, but the basketball court and the desert are in the same place, and the only other location is an empty room with a red light, which means that they were able to present wealth, without spending too much for the music video, as he wasn’t a big artist back when this was made.
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