Task 1 - Understand the purpose of Music videos

Many music videos have different values and other opportunities then just advertising and showing the public their song.  There are many different other factors behind a music video to promote them as an artist, to show the availability of an artist, the extension of income and of outlets.

        The main big one will be promotional, selling the artist as well as the music.  This is shown by highlighting the artist using camera lighting, make up and costume, to an audience. In some cases like in the pop genre the artist is being promoted and shown off more. For example in the music video ‘Wrecking ball’ by Miley Cyrus, she’s very much centre of attention throughout the video, having  many close ups shots of her, for example at the start of her music video there are close up shots of her face lip singing and crying. There is also no one else present in her video, this could show her showing off her new look and image that she wants to be known as.  The use of controversial images plays a big part in promoting this artist.  Sex appeal is present in this music video, shown in the middle of the video when she is naked sitting on a wrecking ball whilst singing.  This could be too much for an audience, or upsetting or too uncomfortable to watch, creating a talked about video, which promotes the image she is trying to create, and her music more. Because of the controversy of the video a directors cut has been made cutting out the scene with her naked on the Wrecking ball.  

Another device used that some music videos include is having narrative based video, having a long beginning which is like a film before the start or end of a music video, this is like a short film entertaining and interesting the audience further. This could be used to explain the story being a music video.  An example of this is ‘Thriller’ by Michal Jackson showing a 4-minute scene in the beginning that is related to the theme that the music is trying to create. This sets up the storyline for an audience and fits well with the theme and story the lyrics are trying to create.

          A brand image is also created for a music video and an artist, to gain a certain audience and also to promote a set theme or image they are trying to aim at. An example of a brand identity is ‘Born this way’ by lady Gaga, the brand image present is unique, entertaining, and out of this world! the genre being a very sifi feel and look when first watching it. Because this brand identity is new and fresh to a younger audience, making her theme is successful promoting her to her set audience.

Another purpose of a music video is the availability of the artist. Allowing artists to recorded their music and show it on other media outlets without being present at a studio preforming live.  An example of this in the early years was the Beatles, recording their song ‘Hard Day’s Night’ in 1964 and allowing other stations to play their recorded song for listeners, on places like ‘Top of the pops’. Another music video, which is seen as the first music video, is ‘Bohemian rhapsody’ by Queen this music video is filmed in the studio containing lip syncing and other footage from their concert.

There are many different ways for an artist to gain income, an example of this present is product placement, and this is showing a product in a music video to advertise the product as well as the company. The company would pay the artist a certain amount of money for the product to appear.  An example of this is by Lady Gaga in her music video ‘Disco Stick’ advertising Dr Dre Beats in different scenes to promote this product.  Another ways to involve income is to place adverts on a popular webpage such as YouTube. Placing an advert before the start of a video to gain the interest of the viewers of other videos. To be placed on a side bar when a video is playing to gain interest from the viewer.

The extension of outlets is another way for an artist to promote themselves and their music on different outlets including mobile phones, IPads, Laptop using the Internet.  Showing the artists music and music videos on different outlets widens the audience watching because of the different ways it can be viewed, creating more viewers and promotion for the artist having audiences watch and listen to there work on the go.

          Synergy is also used with an artist, using or creating a song for a feature film or T.V programme as the main theme song or to play at the opening or end credits.  An example of this is Adele preforming her song ‘Skyfall’ in the new Bond film. Having this artist preform a song for the movie benefits the artist as well as the film because both gain audiences. For example Adele has over 50 million fans on Facebook alone, showing these fans that she is featured in this her fans are more likely to watch the movie giving it more views and a new audience. For Adele, because Bond is a famous movie all over the world, she collects more fans for being featured in this big movie collecting people who did not know about her around the world, again widening her fan base.