Who knew back in the 1940’s, when music was more about the band than the singer that fronted it, that image would override the melodies we hear.

As the visual attack of the music video hit our screens in the MTV generation of the 80’s, a well-made video could take a song from a simple and pleasant tune, soaring into the pop stratosphere.  The music video was starting to grow as important as the song itself and sometimes if the music or lyrics received negative feedback, it took centre stage in becoming crucial to a single’s success.  As technology advanced, badly produced videos could even spell the end of a contract, while songs without a video that would have once stood up on their own merit, got downgraded to the unfair title of ‘album fillers’.

Many caught on quick and creative performers really became masters of the music video as they used it to express their thoughts, feelings, moves and fashions through this optically stimulating new medium and some groups such as Queen were able to utilise it almost as an extension of the song.  In some cases, the vision for the video helped inspire the song – what would Michael Jackson’s ‘Thriller’ be without its 14 minute video and that infamous dance routine?  As a consequence, would the cropped red and black leather biker jacket be such a popular addition to that era’s fashion hall of fame?

Artists such as Madonna began setting trends through their music videos, affecting the fashion world as thousands of fans flocked to emulate their pop hero’s with each new look created for each new song.  Designers began queuing up to work with popular artists on their video outfits, knowing that if the song becomes a hit, their creations would become subject to extreme levels of positive global exposure, thanks to worldwide music video channels and the added influence of the internet.

The rap and R&B world added some sex appeal, alongside some not so subtle brand and product placement, as ‘cult’ sport brands or artist ‘own’ brand clothing saw a huge rise in sales.  This took to the ‘everyday’ retail realms as Missy Elliot donned some GAP jeans and her name adorned Adidas trainers, Maroon 5 and The Voice’s Adam Levine started his own 222 label, P. Diddy has his ‘Sean John’ line and even Oasis front man Liam Gallagher has put his name to the commercial Pretty Green.  While Barbados singing sensation, Rihanna, did wonders for catwalk darling Prada’s Spring/Summer 2011 ready-to-wear campaign when her penchant for their brightly toned fox fur stoles featured in different colours in both the “Only Girl (In the World)” & “S & M” music videos.  This colour blocking, bold stripe fur accessory is one of Prada’s focal points in their collection and with the aid of such broad coverage by a current pop favourite, has made the fox fur stole a must-have summer item and helped bring fur fashion to the attention of a whole new generation.

As long as the music video continues, so too will the encouragement to follow fashions.  Where the eccentricities of consistent media grabber Grace Jones left off in the 90’s; Lady Gaga picks up in the 10’s, as outlandish outfits such as telephone hats and face lace catch the imagination.   Although it’s more likely to be your local High Street butcher than your High Street clothes store stocking the meat dress; the inspiration to express your allegiance appears to be the fashion ‘steak’ gained.