Videos became internet friendly in 1997. A website named ifilm hosted short videos of all kind such as music videos and other such entertainment clips. People started sharing them in 1999 and this service was provided by Napster a peer to peer file sharing platform, which was used for the short time from 1999 to 2001. People shared all types of videos through this network. In 2002 the idea of video sharing was discarded by many music channels such as MTV and another same one to promote the reality shows which were already very famous among their audience, MTV itself has led these show by its own reality show called The Real World and it was telecasted in 1992.
Then the biggest change happened in the internet world for video sharing and that was the launch of YouTube in 2005. It was the easiest and the fastest way of viewing the online video. This same technology was used by other online video services such as Yahoo, Google, Facebook, and MySpace. These websites left a very deep effect on the presentation of music videos. There were many new artists who promoted their talent by uploading their songs online for people to watch. For those who didn’t have big money to give to music channels for their promotions used only online sources for promotions and they actually got their dreamed fame from these services. The band OK GO is the biggest example of the success through online promotions of new talent.
In 2007 the RIAA issue a cease and desist letter to YouTube users to make them stop sharing the single videos which were labeled. When YouTube gets combined with Google, they come to an agreement with RIAA that it will pay a percentage of the major record labels. This was very difficult at that time because different labels had different policies when it comes to their videos. Some look at it as a platform of free advertisement for their artist and uploaded talent to many different outlets, but for others, it was a product to get a profit from so they didn’t want to get to people free of cost.
In 2009, a video called thirty seconds to mars and kings and queens was uploaded to YouTube on the same date when it got released and it received one hundred million views and forty million plays on MySpace. Kings and queens were honored with the title of iTunes store video of the day and it was also the most downloaded one of the time.
After that MTV launched AOL music features to promote the online videos it was the biggest platform of advertisement. It has become the main place for company-product videos for marketing purposes. Vivo is another music website launched by many big publishers in December 2009.
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