Thriller (Michael Jackson album) video that would appeal to the mass market ended up influencing the way that professionals now market and release their songs. John Landis' production of a mini-movie, rather than the usual short music video, would raise the bar for other directors and producers. Before the success of "Thriller", many felt Jackson had struggled to get MTV airing because he was black. In an effort to attain air time for Jackson, CBS Records President Walter Yetnikoff pressured MTV and declared, "I'm not going to give you any more videos and I'm going to go public and fucking tell them about the
Thriller (Michael Jackson album) Lady in My Life" by Rod Temperton, both gave the album a stronger R&B direction; the latter song was described as "the closest Jackson has come to crooning a sexy, soulful ballad after his Motown years" by J. Randy Taraborrelli. Jackson had already adopted a "vocal hiccup" (first used in 1973 on "It's Too Late to Change the Time"), which he continued to implement in "Thriller". The purpose of the hiccup—somewhat like a gulping for air or gasping—is to help invoke a certain emotion, be it excitement, sadness or fear. The cover for "Thriller" features Jackson in a white suit