Music videos date back to when they first appeared as musical short films in the 1920s, however they become popular in the 1980s when U.S. video channel MTV launched, which began an era of 24-hour-a-day music on television. This allowed music videos to play a key role in popular music marketing by the mid-1980s. Many popular artists of this period, such as Duran Duran and Madonna, owe much of their success to the skillful construction and seductive appeal of their videos.
During this time, the nearly 14-minute-long video for Michael Jackson's 'Thriller' was released in 1983. It is said to be the most successful, influential and iconic music video of all time, and set new standards for production, having cost US$800,000 to film. Prior to Jackson's success, videos by African-American artists were rarely played on MTV, however this video, along with Jackson's earlier videos for songs 'Billie Jean' and 'Beat It', played a prominent role in getting music videos by African American artists played on MTV.
In 1983, Country Music Television (CMT) was launched, followed by The Canadian music channel MuchMusic which was launched in 1984. In 1984, MTV also launched the MTV Video Music Awards (VMA's), an annual awards event that continues to highlight MTV's importance in the music industry. In 1985, MTV launched the channel VH1, which featured softer music and aimed at an older demographic than MTV. MTV became an internationally known company when MTV Europe was launched in 1987, and MTV Asia in 1991. The launch of The Chart Show on Channel 4 in 1986 was another important development in music videos. This was a program which consisted entirely of music videos without presenters, and was the only outlet many videos had on British TV at the time.
Since the creation and increased popularity of YouTube, mainstream artists now promote new music videos by releasing trailers of short promos on the site for their upcoming song and music video. Consequentially, YouTube has been converted into a social media platform for celebrities and artists to market themselves to their fans and audiences.
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