We all realize the cultural effects of MTV on the late eighty's and nineties. Music videos use to borrow from film as much as today; i.e. thinking of the Lady Gaga,
Telephone, it's not only extremely referential of
Thelma & Louise,
Kill Bill, and any Americana film, but also referential to Michael Jackson's
Thriller... in terms of the time span to the video, certain choreography, and even the relation between artist and director.
However, what is the largest difference between current and past music videos? SELLING OUT, aka. plugging products and companies! Heartbeats earphones, Virgin Mobile, Diet Coke, Virgin Mobile (again), HP Envy ‘Beats Limited Editon’ laptop from Monster,Plenty Of Fish dating site, Chevrolet, Polaroid, Wonderbread, Miracle Whip, Polaroid (again).
IT WAS NEVER OKAY TO PLUGGING PRODUCTS FROM HUGE CORPORATIONS!! BECAUSE YOU'D BE A HUGE FUCKING SELLOUT!!! BUT SOMEWHERE ALONG THE WAY... after grudge (circa Kurt Cobain) to Moby, Moby made it okay to sellout (plus other artists, I don't want to put the entire blame on Moby)... but we're digressing...
But what is the MTV of the postmodern? The internet? More specifically, YouTube... Streaming media sites (not mentioning any is intention... less attention = less chance they'll get shut down). Largest change between YouTube and MTV? Indiviualistic control (within the legal boundaries of multi-national capitalistic telecommunication corporations). Control of time and viewing pace - an evolution to adapt to current cultural and sociological pace of existence.