Purpose of a music video

Purpose of a Music Video

Purpose of a Music VideoBy Rylan Hollingworth

Availability of Artists The Availability of Artists is simply when the artist is free or whether they are busy and unable to make appearances. This can happen often in the music industry as there may be many things going on in the space of a short time, although the artists and companies involved try to find ways to resolve these problems.

ExampleAn example of when the availability of the artists caused problems which were resolved was on Top of the Pops, where Queen were number one in the UK charts for 9 weeks. Although they werent able to perform live on the show because they were on tour at the time. For this reason they made and released a music video which was shown instead.

PromotionalMusic videos quickly became popular promotional tools. This is because the music video is basically and advertisement for the artist and their song. This is because it draws attentions to the song but also is used to create a visual and shows the meaning to the song.

Example

https://youtu.be/QK8mJJJvaesAn example of a music video which is extremely popular and promotes the artist would be Thrift Shop by Macklemore, the reason for this is because the music video is very lively and looks fun, which intrigues the audience and makes them want to watch the whole video.

Creating a Brand This is when the artist wants to not only promote their music but also want to promote everything that comes with them as well.

Example An example of this would be One Direction, I chose this group because as well as promoting their music, they also have many other products which promote themselves and their group. For example, lunchboxes, action figures, mugs, pens, calendars, bedding and lots of other products. Most of these things are not necessarily promoting their music but promotes them as a whole.

Extension of Income Music Videos create a huge opportunity to create an increase in income. From people watching the music videos, this is a good way to make people intrigued into purchasing the artists merchandise. This also increases the popularity of the artist because if they see someone with merchandise, they will want to find out who the artist is, possibly making more people attend tours etc.

Extension of OutletsMusic videos allow artists to be promoted through many outlets.For example: Music Channels Websites Youtube Smart Phones Each of these outlets help promote the artist and there music, creating more chance that they will get more fans.

SynergyAnother benefit of music videos can be to provide opportunities for synergy.Synergy is what happens when two or more artists work together to mutually benefit one another.

Example

An example of this would be from the latest film in the James Bond franchise, Spectre sung by Sam Smith.https://youtu.be/8jzDnsjYv9AThis is basically a double promotion because both Sam Smith and the producers of Spectre are using the song to promote one another.The film promotes Sam Smiths song as it is in it, whereas Sam Smiths music video promotes the film. This is an example of Synergy

Producers StrategiesThere are three different types of artists: Major LabelIndependentArtist Self-producedFor each of these different types, the music video has a different purpose.

Major LabelThe music industry is influenced by four main corporations.UniversalSony MusicWarner BrothersEMIThese are known as The Majors. Most of these are apart of huge conglomerates which also dominate most of the, Film and TV industries.

Independents There are a numerous amount of small companies with little or no financial connection to The Majors.These companies often concentrate on a smaller genre of music. For example, Hip/Hop, Rap, Electronica, Dance.These are called Independents. An example of a highly successful in Independent would be Boy Better Know. This company have many well known Grime artists, such as, JME and Skepta.

Artist Self-Produced

Artists that make self produced videos have extremely smaller budgets and are, most of the time, unknown artists.Making a music video is crucial to them trying to promote themselves in their early careers. One of the major websites which people use to take advantage of this method is YouTube.There have been a few people that have found success from this method. One person being the famous Justin Bieber.