Music Video Purposes
What are
the main purposes of a music video?
- To sell the song and create a reaction in which to make the audience remember the song
- So that the audience have a better and more clear understanding of the lyrics
- To entertain and it is an opportunity for the artist to showcase their talents
- To help make their music profitable, by encouraging them to buy CD’s, DVD’s, albums and download music by creating intriguing visuals.
- To make the artist/s or group more recognisable and increase popularity
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A music video is a short film used for entertainment purposes and as a marketing device to promote the sales of music recordings. Music videos originated from the 1920’s, but became a major part of music in the 1980’s when MTV based their channel around music videos. As well as this music videos use a wide range of contemporary video making techniques like: animation, live filming, synergy’s etc.To help make their music profitable: Stormzy- Nigo Duppy
This song
by ‘Stormzy’ is a minute and a half free style in collaboration with Adidas
products made by Nigo and this helps to make his music profitable as throughout
the video he is wearing clothes made by Adidas, that haven’t come out yet in
which to help promote the brand who will in turn pay him for promoting them.
This also increases his extension of income as by him wearing Adidas products
will help to create intriguing visuals because Adidas is a popular brand, so
when the audience see’s Adidas logos it can be linked with Stormzy resulting in
them more likely remembering the song.To entertain and showcase talents: Silento- Watch meThis song by Silento entertains and showcases talent because the song is based on a dances from various songs and throughout the video we see people act out the dance as they “whip, Nae Nae, Crank that, and Stanky legg” which are the names of the dance moves. The video is set out in a high school’s sports hall giving an entertaining atmosphere as the venue shows us that the target audience is based mostly around children and teenagers
Promotion of a particular song and album: In music when a song is released it is made available for sale by the artist, the ways in which music is distributed can be on different formats like: singles, albums or they can be downloaded. Some music artists self publish their music without an established record label, whereas others who are growing popularity may start their own record label or sign contracts for well know and profitable record labels so that their music can be sold through stores and shared around many social media sites on the internet, causing the artist to become more recognisable.
Promotion of an artist: Managers in music companies/ record labels get involved with releases and sort out things like marketing, advertising and promoting, throughout the use of employees, in the marketing sector workers try to create advertisements and publicity for the artists; singles, albums and the art work for the cover and tours, they do promotional videos and are able to get the artist promotional merchandise like t-shirts or hats with the artists name or what they will be recognised by. The promotional area is responsible for getting the artist music played on the radio or on social media which is important as the more the artist music is played on media outlets the more likely the song will sell and the more publicity the artist will gain. A good example of an artist promotion is the song gangman style which is a k-pop single made by the South Korean- PSY, the song was released in 2012 and became very popular as it was the first video to reach one billion views on YouTube and it now has been viewed over 2.43 billion times and is YouTube's most watched video it had also topped music charts in more than 30 different countries, since it went viral in September 2012, this song was praised for its catchy beat and the amusing dance moves. Furthermore the song was also recognised by the Guinness World Records as the most liked video on YouTube, it also won the best video award at the MTV Europe Music Awards - www.youtube.com/watch?v=9bZkp7q19f0
- Promotion of a Synergy: A Synergy is when a song collaborates with a film, television programme or any media product joins together to form a project, it is a good way of boosting promotion as it extends the media outlets for the media products for example they can be shown and heard on DVD's, CD's, digitally downloaded etc, meaning that the availability is greater as more people can have the opportunity to have access to the project, as well as this the different types of media products can help to promote each other and gain popularity. This song from Eminem is a synergy as it was released on the 8th October to promote the game ‘Call of Duty Ghosts’. The music video shows mostly Eminem with the promotion of the game in the background to show the trailer using a projector, some of the shots show dogs and soldiers in their commanding uniform. Furthermore in the actually game there is a map that helps to promote Eminem as the outlet of the song is in a café, constantly playing his song throughout the whole period that you play on that specific map. With the collaboration of the game and the song it has reached over 102.6 Million Views. https://www.youtube.com/watch?v=NlmezywdxPI
- Promotion of an artist change in musical direction or image: Miley Cyrus is an artist who had a major change in both her musical direction and image as when she was younger she used to star in a disney programme made for kids "Hannah Montana" and created music to cater and entertain kids also such as the song "Best for both world" https://www.youtube.com/watch?v=wAPWGmvrqqw but then as she grew up in her 20's her image changed and she became more explicit and her image became negative for example one of her songs "Jays on my feet" https://www.youtube.com/watch?v=bbEoRnaOIbs which we see smoking, drinking and use of drugs
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