From MTV to Youtube
1990's
Similar to the 80's there are lots of examples of dance routines and performance videos, especially shown in the singing/dancing group genre that was very popular in the 90's, for example The Spice Girls, S Club 7 and Westlife:
Boybands in particular have a very recognisable Music video style, involving lots of panning shots, close ups of the singers, and concepts to do with being high up, often on skyscrapers or hills. Girl groups often involved skimpy outfits and, especially with the Spice Girls, their own 'identity', to show that each member of the group has a different personality, and thus make up a whole group. 'Wannabe' also uses the idea of a 'one shot' video, which is when the whole video is only one shot, meaning that there is not much editing involved, which can be seen today in videos such as Bruno Mars' The Lazy Song. It can also be very difficult to do these types of videos, as they require lots of choreography and preparation behind them.
Alternatively, there were videos such as Blur's Parklife, which very much refer back to videos such as Can't Buy Me Love and Our House. This was very different to the boyband genre of music videos because they focus much more on the concept aspect rather than the performance aspect of the video. There are also no dance routines or fancy locations involved, as the Britpop genre was more about life in urban and suburban areas, and focuses very much on the lower middle and upper working classes.
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