REO Speedwagon — Keep on Loving You (Video Version)

JUL 01 1980 · 12:00

REO Speedwagon — Keep on Loving You (Video Version) (1980) Director: Bruce Gowers Era: Pre-MTV Dawn of the Music Video (1980) - Shot before MTV's August 1981 launch, representing the transitional moment when rock labels began commissioning promotional clips for broadcast; one of four REO Speedwagon videos produced in a single day at Burbank Studios under Epic Records directive. Tier-1 historical artifact representing the literal birth moment of MTV's broadcast library. This video occupies a unique dual status: it was produced in the pre-MTV era using proto-video conventions, yet immediately became foundational MTV content on the network's first day. As a document of Bruce Gowers' early American career — the director responsible for the 1975 Queen 'Bohemian Rhapsody' video that is widely credited with inventing the modern music video format — it carries exceptional provenance. The video's acknowledged aesthetic awkwardness (per the artist's own testimony) makes it equally valuable as a counter-example: a document of what the medium looked like before artists and directors developed a shared visual language for the form. Context: Produced in 1980 at the precise inflection point when the music video format was transitioning from occasional 'promo clip' to industry standard, 'Keep on Loving You' exemplifies the utilitarian first-generation rock music video. Shot before MTV's August 1981 launch, it was nevertheless selected as the 17th video played on the network's first day of broadcast, making it a literal founding artifact of the MTV era. The video's formulaic 'hot woman + band performance' structure reflects early industry uncertainty about the medium — record labels hired directors like Gowers to produce functional promotional content with no established aesthetic grammar. REO Speedwagon's own ambivalence about the format (Cronin publicly called it one of his most embarrassing moments) is itself historically significant, representing the discomfort many arena-rock acts felt being asked to perform for the camera rather than the crowd. Director notes: Gowers directed this video in 1980 at Burbank Studios, produced at the direction of Epic Records following completion of the Hi Infidelity album sessions. According to Kevin Cronin, the band had no creative input into the concept and 'simply showed up.' The treatment called for Cronin to be lying on a psychiatrist's couch recounting a dream about a beautiful woman — a model who removes her black-rimmed glasses and lets down her hair. Cronin has publicly cited the video among his most embarrassing career moments. The video was shot as one of four REO Speedwagon promos completed in a single production day with Gowers, a hallmark of the pre-MTV era's efficiency-driven approach to promotional clips. Despite being shot before MTV launched, the video was selected as the 17th video aired on the network's inaugural broadcast on August 1, 1981, cementing its place in music video history. Producer credit went to Barry Ralbag.