Hey there, music lovers! 👋 In today’s world, music and visuals go hand in hand, and, as one might say, music videos have become the new music sheets. From the colorful world of Beyoncé’s ‘Single Ladies’ to the stunning visuals of Childish Gambino’s ‘This is America,’ music videos have progressed through the years to become one of the most powerful mediums of expression, finding ways to always push the envelope in terms of creativity and storytelling. In this blog, I’ll take you through how visual aesthetics have changed the music video industry and are continuing to shape it today!

Past meets present: The Evolution of Music Videos

Long gone are the days of music videos capturing only the performance of an artist. Over the years, music videos have become a work of art themselves, creating an immersive experience for the audience. From the ‘80s and ‘90s, where the video was all about showcasing fashion and dancing, to the 2000s which saw the rise of special effects and graphics, today, music videos have become multi-dimensional and cinematic, with directors telling stories through them. Visual aesthetics have played a crucial role in the evolution of music videos, unleashing a world of creativity and expression beyond what people thought was possible.

Collage of old and new music video stills.

A world of colors and thematic consistency

Visual aesthetics have not only added a new dimension to the music video experience but has also drastically changed the color palette used in them. It has brought colors to the forefront, turning videos into a kaleidoscope of hues. From extravagant sets and costumes, to lights and shades, visual aesthetics have influenced color grading and added a sense of thematic consistency within the video. Directors aim to paint a picture with their videos and the use of color helps to set the mood and tone of the track, and the song, reinforcing the message the artist is trying to convey.

A screenshot of Childish Gambino's 'This is America'. The colors are muted except for the people in the forefront, hence highlighting their importance.

Creating Emotive Experiences

Gone are the days where a music video was all about the artist performing their track. Today, directors aim to create emotive experiences through their visuals, telling stories and evoking emotions in their audience. Visuals assist in creating a storyline that the audience relates to, blurring the lines between music, video and cinema. They aid in creating personal connections between the storylines and the audience, allowing the latter to be a part of the video, which has changed music videos from being an accompaniment to the music, into a standalone piece of content.

A screenshot from Taylor Swift's 'Cardigan'. The visuals evoke a sense of nostalgia and serenity.

The importance of music videos in visual marketing

Visual aesthetics have become vital in promoting music, and the visual marketing of music has tripped multiple folds in recent years. Album teasers, snippets and trailer releases are now routinely accompanied by music videos, making them an integral aspect of artists’ marketing strategies. Clean visuals with the right aesthetic appeal and a cinematic approach are an artist’s weapon in today’s cut-throat industry, and choosing the right visual medium becomes vital in creating a buzz around new music releases.

A screenshot of Lady Gaga's 'Stupid Love'. The visual aesthetic of the music video was used extensively in promotional material.

A transformation in narrative styles

Music videos today have transformed from focused representations of an artist’s track to multi-dimensional capstones of expression. Directors now are trying to give something more to audiences, thus videos are more thought-provoking, bringing attention to social issues while also, in some cases, creating an entertaining narrative. Visual aesthetics have brought focus to the storyline, thus allowing directors to showcase their ability to bring to life a story without the need for dialogue. Music videos are a reflection of not only an artist but today’s world, capturing movements, and breaking stereotypes.

A screenshot from Childish Gambino's 'This is America'. The music video and its visuals capture the essence of American society.

In conclusion, modern music videos have become an immersive work of art, made possible by the evolution of technology and visual aesthetics. They are evolving in tandem with the music industry, changing the way music is marketed and consumed. With its vivid colors, emotive experiences, and refreshing approach to storytelling, it’s a golden period in the music video industry. It’s a form that reinvents itself with every use of creativity, and the union of visual aesthetics with music is a match made in heaven!

An image showcasing a music video set. Multiple people are working to create the finished product.