Professor Emily Caston, Professor of Screen Industries and Director of the Policy and Practice Research Institute of Screen and Music (PRISM) at the University of West London (UWL), was featured in a series of BBC local radio interviews on Tuesday 16 June. Appearing across eight stations, she spoke to a combined audience of nearly two million listeners about the evolution and renewed significance of music videos.
Renewed investment in music videos
The interviews were prompted by a noticable resurgence in high-profile music video production. Recent examples include Madonna’s cinematic short film accompanying her upcoming album, and Taylor Swift’s star-studded Opalite video, featuring the full Graham Norton sofa line-up. These projects sit alongside other major releases from artists such as Ariana Grande, Harry Styles and Olivia Rodrigo. BBC journalists explored whether this signals the return of the narrative-driven music video – a form that defined the MTV era of the 1990s and 2000s, when big songs were often paired with equally ambitious visuals
Expert insight from industry and research
Drawing on her extensive industry experience as an Executive Producer for globally renowned artists including Madonna, U2, Portishead, the Chemical Brothers and Oasis, Professor Caston provided both historical and contemporary insights. She also referenced her AHRC- and British Film Institute-supported research into music video history, as well as her book British Music Video, 1966–2016: Genre, Authenticity and Art (Edinburgh University Press, 2020).
Professor Caston traced the origins of the narrative music videos back to the 1960s, highlighting the role of pioneering British bands such as The Who and Pink Floyd in shaping the form.
The influence of British art school culture
Professor Caston emphasised the importance of Britain’s art school tradition in the global success of music video culture. She noted that influential musicians – including Pete Townshend and Freddie Mercury – studied at Ealing Art School, now part of UWL. The creative foundation, she explained help foster a distinctive visual and artistic approach to music-making that translated powerfully into video formats.
Professor Caston also examined how digital disruption initially impacted the music video landscape. The rise of the Internet led to declining audiences, reduced budgets, and a slowdown in production. However, she highlighted a recent turning point:
“The introduction of beta music video programming on Spotify in 2024, followed by Apple, has driven a real shift. Musicians are returning to music videos as powerful promotional tools for engaging new audiences and boosting streaming revenue.