- New Wave era – produce promotional videos quickly and cheaply – due to the development of high-quality colour videotape recorders and portable video cameras, along with the DIY ethos

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- MTV Domination in 1980s was criticised by music critics, in saying that listeners do not get the chance to interpret a song visually, complaining that music videos imprint set images to a song and that these powerfully influence our own imaginings. Large audiences responded to the same visual ideas the way movie-goers do.  The rise of more controversial videos taught viewers how to dance, dress, flirt and dream.
 

- In the past decades, numerous artworks presented in the form of music videos have expressed the fantasy of modern sub-cultures. For example, Naught By Nature’s ‘Everything’s Gonna Be Alright’ (1991) This video takes a realistic approach on gang culture and crime, ditching the glitz and glam of videos in earlier years such as The Beatles’ ‘Your Mother Should Know’ (1967) and a range of their other videos which adopt a romantic, hazy image.