WHAT IS THE PURPOSE OF A MUSIC VIDEO?

• To sell the song • To invoke a reaction within the audience, making the song memorable• To give the listener a deeper understanding/alternative angle of what the song

means • To reach out to global audiences (YouTube, Vimeo, VEVO)• For marketing purposes – to expose and expand the profile and credibility of the

artist • To win further awards (such as MTV Video Music Awards, specifically created to

celebrate music videos)• To help elevate the song to ‘iconic’ status (Michael Jackson Thriller video)

TYPES OF MUSIC VIDEOS

1) PERFORMANCE BASED• Feature artist/band performing

throughout• Often lower budget videos

2) NARRATIVE BASED • Usually involves actors • Story can be linked to lyrical

content, or be more symbolic

• Telling a story through a moving image

3) CONCEPT BASED • Unusual or unique• Often features a particularly

interesting filming or editing technique

• Uncommon for a video to be fully conceptual in the commercial music industry

• More popular with underground/unsigned acts