How Lady Gaga And Justin Bieber Made Music Videos Popular Again - Mark graham
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Erik: Why do you feel music videos have regained the popularity that they had lost over the
last ten to fifteen years?
Mark: Well, I can answer that in two words: Gaga and Bieber. Music videosÉ were obviously
super popular in the 80Õs and 90Õs and the company that I work for built all of its reputation
on music videos. As the sort of major label system took a little bit of a change and a
restructuring, particularly over the 2000Õs, music videos and the budgets for those things
went away. But peopleÕs appetite for music at the time also really grew and because thanks
to some talented directors and some really charismatic stars, the whole medium has really
shifted and evolved, and so people are now looking to places like Youtube and VEVO and
hopefully weÕre looking to re-establish our footprint as MTV Music Group in that arena
as well. And, I mean, theyÕre perfect web pieces. TheyÕre three to four minutes long,
theyÕre entertaining, thereÕs music that you already like, and theyÕre visually engaging.
It sort of gets back to the whole short attention span thing that MTV pioneered in the 80s.
ThatÕs perfectly suited to how people consume content on the web right now.
