MTV has largely moved on from music videos, but its 1981 launch transformed pop culture, defining eras, boosting careers, and creating a global phenomenon.
The music video didn't start with MTV. Precursors existed worldwide, aired sporadically on weekly TV music shows, but few gained traction.
Today, YouTube dominates—explore new releases via YouTube Music - Easily Discover New Music Videos on YouTube—marking the latest chapter in this film subgenre's evolution, from feature-film spectacles to personal snapshots.
Drawing on decades of music industry insight, we've selected 10 landmark videos spanning 50 years to illustrate their creative journey.
The Beatles, pop's most influential band—despite enduring myths like Paul Is Dead: How The Internet Fueled The Beatles Conspiracy Theory—pioneered the form. In the 1960s, without MTV and amid grueling tours, artists rarely visited TV studios. After film promos for A Hard Day's Night and Help!, they produced clips for post-tour singles.
While “I Am the Walrus” is famous, “Strawberry Fields Forever” stands out for its innovative reverse footage, slow-motion, fades, filters, and surreal angles. Others followed: The Kinks (“Dead End Street,” “Monkey Man”), The Beach Boys (“Good Vibrations”), and Bob Dylan (“Subterranean Homesick Blues”).
By the mid-1970s, videos were mostly TV performance reruns. Shows like Top of the Pops used dancers if artists were unavailable. Queen's epic hit topped UK charts during tour commitments, so they filmed a promo: live band footage bookending an opera-section montage with cutting-edge effects.
The video fueled its nine-week chart reign, proving the format's promotional power.
Michael Jackson's Thriller album era normalized lavish videos for sales. Directed by John Landis (An American Werewolf in London, The Blues Brothers—perfect for mood-matching, as explored in Match Movies to Your Mood: Do These Tools Work?), it premiered on MTV December 2, 1983.
Guinness-listed as the most successful, it's in the National Film Registry. Its zombie choreography outshines even the original film; master the moonwalk via Learn to Moonwalk in 5 Easy Steps.
Dire Straits blended CGI and rotoscoped animation. Mark Knopfler was skeptical, but director Steve Barron enlisted Ian Pearson and Gavin Blair using Bosch FGS-4000 and Quantel Paintbox tech (later BBC Doctor Who staple—50 more facts here). They founded Mainframe (now Rainmaker), behind Transformers and Barbie animations. Sting's vocals add flair; it topped US charts.
Post-Genesis, Peter Gabriel's Virgin-backed video revived his solo hits (beyond “Solsbury Hill”). Aardman Animations' stop-motion—try apps from Create Stop Motion Animations With These 5 Fun Apps [iPhone & Android]—transforms Gabriel's features into surreal effects, leading to Wallace & Gromit. It snagged nine MTV VMAs (a record then) as MTV's most-played. His 1992 “Steam” pushed CGI further.
Spike Jonze mashed Weezer into Happy Days at Arnold's diner with original cast. Rare pre-digital deepfake tech echoed Dead Men Don't Wear Plaid. It won four 1995 VMAs and shipped on Windows 95's “Fun Stuff,” boosting success. Spot Al Molinaro; Fonzie dances via double.
Jamiroquai's Jay Kay dances on shifting floors (actually moving sets on static cams). Multi-take illusion won four 1997 VMAs; live stage recreated it.
Nigel Dick's schoolyard video propelled Britney Spears from Disney to stardom. Minimal effects, maximal sync: choreography, uniforms, Venice High (ex-Grease site). MTV loved it.
Beyoncé and dancers in B&W (multi-take) won 2009 VMA Video of the Year. YouTube's 2005 rise shifted viewing. Bob Fosse-inspired (1969 Ed Sullivan), Jake Nava elevated it to icon status amid parodies.
Lady Gaga, Jackson's heir in video artistry, delivers Nick Knight's mythic opus: prosthetics, mythology nods, MJ homage. Parody-proof brilliance; see Weird Al's “Perform This Way.”
Stream any video instantly on YouTube—a leap from 1960s experiments. Queen's innovation birthed MTV; Thriller peaked it. MTV pivots to shows amid YouTube rivalry, but owns '80s/'90s nostalgia.
Will YouTube redefine distribution? Gaga maximizes it. Share your iconic picks and evolution thoughts below!
