The music video became an established visual accompaniment to music worldwide around the middle of the twentieth century. Through the changing development of viewers’ media habits and technological advancements, it has remained omnipresent. In the current era of information abundance, it is important to appropriately document the archival heritage of music video recording, production, and broadcasting practices within the broader Slovenian music scene.
The research establishes parallels with the development of global, particularly American, music video culture and examines different formats, production approaches, and methods of music video distribution over time within a dynamic media environment, from the beginnings of sound in film to specialised television programmes and the internet.
The practical part documents methods of conceptualising an original music video within the context of a conceptual album by the group Masaž. The thesis also includes an in-depth exploration of the content and themes of the song lyrics. The album and its overall visual identity are not completed within the scope of this thesis; rather, they are presented as a contextual foundation for the practical project.
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