1980's:
Music videos by the mid 1980's would grow to play a big role in popular music marketing/promotion.
Madonna, owed a great deal of her success to the skilful construction and seductive appeal (male gaze) of her videos.
Maddona - Hung Up
Michael Jackson - Thriller
artists started to use more sophisticated effects in their videos, and added a storyline or plot to the music video. Michael Jackson was the first artist to create the concept of the short film. A short film is a music video that has a beginning, middle and end. He did this in a small way with Billie Jean, directed by Steve Barron, then in a West Side Story way with director Bob Giraldi's Beat It, but it wasn't until the 1984 release of the Thriller short film that he took the music video format to another level. Top of the Pops was censorious in it’s approach to video content, so another approach was for an act to produce a promo that would be banned or edited and so use the resulting controversy and publicity to promote the release.
Today
In the information technology era, music videos now approach the popularity of the songs themselves, being sold in collections on video tape and DVD. Enthusiasts of music videos sometimes watch them muted purely for their aesthetic value. Instead of watching the video for the music, (the basis for the artform), the videos are appreciated for their visual qualities, while viewers remain uninterested in the audio portion of the performance. This is a normal sociological reaction, some say, to the increasing trend in the music business to focus on visual appeal of artists, rather than the quality of the music. Critics say that the corporate music managers, over the course of logical and calculated business decisions, have sought to capitalise on the sex appeal of females in music videos rather than in choosing less profitable musicianship-based music.
Source: Wikipedia
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