MTV soon began 24 hour broadcasts of music videos, and with this rise in public attention artists began to use videos as an essential promotional tool.
Many acts of this era took full advantage of the boom in the new mainstream music videos including Madonna, Adam and the Ants, Duran Duran, and Michael Jackson. Across this period, directors and musicians began to explore the style and genre, using more advanced effects in their videos, adding a storyline or plot to the music video, some videos were even made in a non-representational form, in which the musical artist was not shown. For example, David Mallet's video for David Bowie and Queen's 'Under Pressure'
Over the following decade, Music Videos progressed in leaps and bounds and in 1992, MTV began listing directors with the artist, reflecting the fact that music videos had increasingly become an auteur's medium. Directors such as Michel Gondry and Spike Jonze, all got their exposure around this time; bringing a unique vision and style to the videos they directed.
After the continual rise in the power and status of the music video, to this day artists utilise the benefits of this type of visual promotion and a way for directors to showcase their talents and creative ideas.
