Purpose of a music video

promotionalMusic videos are a form of advertisement.They draw attention to the music and illustrate

the song.They also appeal to a visual audience, which is

the specific age range, which is mainly teenage.

A music video is to also to express the individuals emotions.

They tell a story.And markets the artists image.

Creating a brandA music video creates the image of the

brandPop music videos are more about the

image of the pop star, whereas, indie artists care more about the actual music, so usually make more abstract videos.

Marketing an image Artists such as lady gaga have an image which they

market. Lady gaga has more of a fake one, whereas artists such as Adele are more real and about the music.

In lady Gaga’s ‘born this way’ https://www.youtube.com/watch?v=wV1FrqwZyKw

it is very abstract with a long introduction like a short film. It also includes advanced editing and expressive costumes to give lady gaga an unpredictable and interesting image.

Psy also did this in the ‘Gangnam style’ video by creating the iconic dance move and the slightly abstract video. https://www.youtube.com/watch?v=9bZkp7q19f0

availability The first music video was in 1964. it was a feature film by the Beatles

called ‘a hard days night’. https://www.youtube.com/watch?v=70QfHtKdh_0

In 1965 promotional clips began to be popular for distribution. In this time it was all about hearing the music, now it is more about the

image and the aesthetic. Music videos started to maintain popularity ,after queens ‘bohemian

rhapsody’, and these were shown on TV. https://www.youtube.com/watch?v=fJ9rUzIMcZQ

On top pf the pops a dance group called pans people used to dance to the popular songs. https://www.youtube.com/watch?v=Kob-H7a6AWY

Brian may says that music videos are produced so artists didn’t have to mime and because artists are unable to appear every week due to touring.

Extension of incomeMusic videos extend the artists income by:Promoting the artistGets people to buy the songRaises awareness of the artistUses product placement e.g. in Christina

Aguilera’s ‘not myself tonight’ she advertises her own perfume. https://www.youtube.com/watch?v=wt-tHcQR67Y

Extension of outlets Only recently has there been more media outlets to gain access

to music on, these include: Music channels Cd sales Musicians website Downloading songs, via iTunes Apps, such as Spotify. It is argued that there could be an end to the music channel as

they aren't strong promotional platforms and music videos are accessible online.

Vevo, a company that shows music videos on YouTube is owned by universal, google, Sony and other companies.

They launched on December 2009 and they offer music videos from major record labels such as universal, Sony and EMI.

synergySynergy allows a song to be promoted as

well as something else.An example of synergy is Adele’s song for

the James Bond film ‘Skyfall’. https://www.youtube.com/watch?v=7HKoqNJtMTQ

Also, the military wives used a song to advertise their charity. https://www.youtube.com/watch?v=0hR6O7VxKaQ

independentsIndependent music videos are more of an

art-form opposed to an advert.An example of is Aphex twins ‘come to

daddy’ directed by Chris Cunningham. https://www.youtube.com/watch?v=h-9UvrLyj3k

Self-produced artistSelf produce artists have small budgets

and are usually unknown artists Making their own music video can lead to

success.Similar to this is Justin Bieber who posted

videos on YouTube of him singing covers, he was discovered in 2008 by his manager, Scooter Braun. https://www.youtube.com/watch?v=eQOFRZ1wNLw