´óÏó´«Ã½

Adam Buxton uncovers the influence of British music videos in the early years of MTV, 40 years after the network first launched.

Going live on 1st August 1981, MTV made British new wave artists hugely popular in the USA - for example Duran Duran, A Flock of Seagulls, Culture Club and Adam Ant got extraordinary exposure - but it was also a golden age for music video production. Before the formula set in, and videos became extremely expensive, unit-shifting devices, directors were often given free reign to take risks and experiment.

Adam speaks to pioneering music video directors who were breaking new ground in techniques and imagery. Many came from art schools, were part of the underground music scene, or were starting out in the film industry - borrowing kit after work to film gigs.

Gale Sparrow was one of MTV’s first hires, and in charge of sourcing music videos for MTV’s launch. She turned to small British labels because they had them in ready supply. What she discovered was very different from the few American videos available - which was mostly concert footage of gnarly old rockers.

Will Fowler is curator of artists’ moving image at the BFI National Archive, who researched and created the touring exhibition This is Now, Film and Video After Punk, exploring how the early 80s British underground film and video art scene played a surprisingly influential role in MTV music video revolution, and whose research on MTV has also been published by Liverpool University Press/AHRC as part of the Fifty Years of British Music Video 1964-2014: Assessing Innovation, Industry and Impact project.

There was an explosion of artists experimenting in film and video. Some - Sophie Muller, John Maybury, John Scarlett-Davis for example - would go on to have very successful careers as music video directors. Will Fowler explains how the influence of Jean Cocteau and William Burroughs made their way onto MTV.

Photo Credit: Matt Crockett.

Produced by Victoria Ferran and Chris O'Shaughnessy.

A Just Radio production for ´óÏó´«Ã½ Radio 4