There are so many factors that go into what makes a music video “worth watching.” You have to consider the song itself, the listener, the country where it’s released, & the time period in which it’s released, and so much more. I’ve discovered that the main experts in finding the answer to this are music video directors, the singers themselves, & oddly enough; neuroscientists.
Music video directors have hands-on experience with what to put in a music video & what not to put. They know what will make the audience want to come back to view it again. I got the amazing & phenomenal chance to interview Heejin Min, the creative director at SM Entertainment in Seoul, South Korea. She, alongside many directors in the USA, are leaders in this subject because they have created highest viewing videos on YouTube. Heejin Min has created the concepts for the album’s visual aspects for bands under SM like f(x), EXO, Red Velvet, & more, & are proven to clearly be successful as most videos she directs get over 100,000,000 views. Directors of successful artists, like her, are trained through their own experiences to know what’s visually appealing to the public. Their focus relates to my topic because through the society’s public, the video’s outcome only relies on the feedback & to see if others also conform to it, making the initial video original & trendsetting. It’ll help me find what is successful in South Korea, but also how well it does here in the States.
Singers themselves know how to have music videos match their vision for their album’s concept & also they help make it match their message for the song. In an article from People Magazine, they interviewed Beyonce & she talked about how she really was like on set for her music video “Lemonade.” She stated that it was simple: she was just eating good food & enjoying herself with Jay Z, as if it was an intimate day alone at home. In “Lemonade,” she was trying to also display strength & dignity for women by having female cancer survivors & other women be filmed for its completion. Her, alongside many other musicians are able to help advise music video directors to film a certain vision the artist has for their album & thus, giving an experience that matches the feeling the song gives off & matching the video.
The extended text I read by Oliver Sacks called Musicophilia was an amazing & mind opening read that helped me realize the intense science behind our eyes & ears while enjoying music everyday. It’s very important that I acknowledge the people who have done extensive research in this topic like Sacks. He has studied the visual aspects that come in our mind when hearing music, & he also wrote about what happens inside us when we listen to it. At first, doing this topic, I expected that I will have to do more research in media, but he was most relevant to my topic more than anything else & helped me see that there is a reason why we always come back to watch a music video for a second time.
Music videos first started to come about in the late 1970’s & early 1980’s through the channel of MTV, which helped to almost enforce that musicians have music videos in order to better promote their new album/song, rather than just focusing on getting it on the radio. Most of the heavy research on music videos started around the same time they erupted. But these times have changed with technology, as our society in America is less focused on TV, since everything is online, specifically YouTube. So this research has been more applicable in the USA rather than anywhere else since America uses YouTube as such a huge outlet, since that’s where the majority of popular artists release their new work. Music video directors, the singers themselves, & neuroscientists, which are my main source of findings, are qualified in answering & finding more about how music videos are able to bring an amazing experience to the viewer & can change their life. They all are able to have hands-on experience with this, as it’s super important to know the technicalities of music videos & the process of the artist’s’ mind as they create it, but also what goes on in our brains as we view these.