A music video or the song video refers to a short film assimilating a song and imagery. In most cases, these kinds of songs are produced for promotional or artistic songs. Current song videos are primarily developed as marketing tools aimed at promoting the sale of music recordings. This form of music technology came into eminence in 1980s, when MTV embraced the technology around their medium. Music videos involve styles like animation, documentaries, non- narrative approaches, as well as live action filming. Some song videos interpret scenes and images from the song’s lyrics as others take an approach defined by certain theme.
Introduction of video music has come along with adverse positive and negative traits. Most advantages are fetched by the producers as well as artists of this music. Since this style of producing music has become famous and favorable among many people, it has come with massive gains. People are willing to purchase this form of music every day. Therefore, music artists and producers are working day and night to produce new songs that will sweep the world and bring massive profits. This means that their music must be eye-catching and a well defined form of entertainment to the society.
However, as the society try to fetch massive entertainment from the new music technology, they cannot detach from the negative effects that come along with the music. Good example of music that tries to fetch entertainment in the society is hip hop music. This is also known as rap music, characterized of rhythmic and rhyming speech communicated through chants (Rajakumar, 2012). This form of music is defined by four main elements: graffiti writing, break dancing, scratching and rapping.
Through such kind of music as hip hop, there have been intensive changes on several societal and cultural traits. Most of The hip hop videos are performed by African- Americans to an audience where over 75, % are non-Africans (Rajakumar, 2012). Most of the messages on these videos aim at disintegrating the racial perspective that exists among people. This is a good recipe for preparing a conscious social organization.
On the other hand, there are adverse negative traits for this form of music. One of the negative traits is the promotion of sexual immorality among young people. Through these videos, sexual acts have been promoted with adverse video performances using nude women to make these videos attractive among the youths in the society. Through these videos, there has been the development of the diminishing perception of women in the society (Mason, 2008). Nude women are seen as a brand for hip hop music videos, diminishing the woman character in the society. Woman is seen as an element that can be used for any purpose without valuing the minimal advantages that she may possess (xFiruath, 2013). In the past, women were observed as the mothers of the society. They defined the growth of the society as well as maintenance of discipline among their children. Through these videos, women have been presented as a form of wrath to the society (Vernallis, 2004). They are characterized to uselessness in a way that they can be used in any way that pleases a man.
During live performances or video concerts, artists in this music genre openly smoke Marijuana and sniff other drugs like Cocaine. This is an avenue for corrupting morals for the young people in the society. Since most of these young people would wish for a life close to what artist do, they would do anything to reach this class. In return, most of them confine to ill behaviors such as abuse of drugs and immorality (Mason, 2008). Once the young people in the society engage in these forms of behavior, the fate of the society becomes defined. The society will have dormant young people who are not ready to accept responsibilities. In the past, young people were viewed as leaders of the future, but it now seems there are no leaders for tomorrow since most of them have been confined to abuse of drugs and substance.
Most of these videos are violent. During performances, artists with their dancers use break dance moves and music sounds which suggest violence. This is a dictation of what young people would take if they were exposed to excessive video shows. Those who watch these forms of music will always be out to try the moves they watch in these videos (Vernallis, 2004). This becomes a clear definition of what will be filled in the minds of the young people in the society. Violence has become the order of the day among young people. These songs may be main ingredients to the impending dangers of massive killings by young people in the American society (xFiruath, 2013).
Although, video music has come with massive benefits for producers and music artists, it has defined fate for the society. Young people cannot define their destiny anymore. Their morals and wellbeing of the society have been ruined utterly. The music has lost identity of the society through degradation of certain cultural beliefs. Women and young people are the main victims of this form of music.
Mason, L. (2008, June 2). Do you think all rap or hip-hop affects society - by Lawrence Mason - Helium. Helium - Where Knowledge Rules. Retrieved January 27, 2013, from http://www.helium.com/items/1064544-do-you-think-all-rap-or-hip-hop-affects-society
Rajakumar, M. (2012). Hip hop dance. Santa Barbara, Calif.: Greenwood.
Vernallis, C. (2004). Experiencing music video: aesthetics and cultural context. New York: Columbia University Press.
XFiruath. (2013, January 26). Hands Of Sin Working On New Music Video - in Metal News (Metal Underground.com). Metal Underground.com - some music was meant to stay underground. Retrieved January 27, 2013, from http://www.metalunderground.com/news/details.cfm?newsid=88525