Thirty years ago, music videos were less important to the music industry than they are now. Music Television (MTV) was the phenomenon that gave so much power and importance to the music video. MTV started broadcasting in 1981 in the USA and it marked the beginning of the music video's ruling over the music industry. The first video ever played on MTV was “Video Killed the Radio Star” by The Buggles (Music Television). As MTV was broadcasting 24-hour-a-day music, music videos were needed to be produced. MTV Music has become the new global language; it talks to the youth worldwide. These music videos may represent a new art form, but it is one that contains an excess of sexism, violence, substance abuse, suicides and sexual behavior (Impact of Rock Lyrics and Music Videos on Children and Youth). Music videos influence adolescents to embrace socially unacceptable behavior.
Alcohol is frequently portrayed in music videos and a study published in 1998 proved that watching the videos contributed to the statistics. The results were as follows; during the 18-month follow-up, 36.2% of baseline nondrinkers began drinking and 50.7% of baseline drinkers continued to drink. Onset of drinking was significantly associated with baseline hours of television viewing, music video viewing, and videotape viewing, controlling for age, sex, ethnicity, and other media use... Among baseline drinkers, there were no significant associations between baseline media use and maintenance of drinking (Television and Music Video Exposure and Risk of Adolescent Alcohol Use). In 2002 a study done by the U.S. Office of National Drug Control Policy, alcohol appeared visually in 37 percent of the videos and was verbally referenced in 19 percent( 22 ).