Andrew Goodwin Post

Andrew Goodwin Theory

Andrew Goodwins stated that there was  Key Aspects of a Music video which  us as an audiences look out for:

 - That there are relationships between the lyrics and the visual; With the visuals Illustrating, Amplifying or contradicting the lyrics.

- A relationship between the music and the visuals; with the visuals Illustrating, Amplifying or contradicting the Music.

- That there are multiple Close Ups of the Main artist within the Music Video

- That there was Voyeurism relating to females.

- Genre-related style and Iconography is present.

- That there are Intertextual references to other media text.

Illustration:
This is where the lyrics of the song matches the visuals of the video. This can also be said as a story (Narrative). A good example of this Illustration is Eminem - Stan. This music video shows a clear Story which matches the lyrics of the video. To show that Eminem has matched the lyrics with the visuals at 2:28 the woman in the video is pregnant to match that the lyrics says "My girlfriend's pregnant too, I'm bout to be a father..." With these types of styles it shows that artists may have ran out of ideas but Eminem has shown a story that is interesting.  Other artists who have not mastered these skills may leave themselves standing in a puddle of unsuccess due to the fact that the video may become boring and tiresome. These types of Music Videos have no benefits towards the artist because he/she is not showing their true potential and are just trying to take short cuts through the music industry. Another part of the music video "Stan" at the time code 2:22 it shows him scribbling on the letter he is writing to Eminem and the lyrics states "Sometimes I scribble addresses too sloppy when I jot 'em".

Intertextuality:

This is where one media text refers to another media text. This can include Movie scenes inside a Music Video which Ashanti has shown us in her music video Foolish where she uses a reference rom Good Fellas the Movie. This can state that the artist is portraying what may have happened in her life or she wants to show that she may like the movie itself and she wanted to show that within her music video. An example where she uses a scene from the film Good Fellas is at 2:55 where she is on top of the man being angry and depressed. On the other hand on the video of Good Fellas it also shows that the woman is on top of the man feeling depressed and very sad. In the Good Fellas scene below it shows at 1:31 that she is on top of the guy crying and feeling cheated on where Ashanti shows the exact same Midshot at 2:55.

Voyeurism:
This is where the males in the video are barely exposed to the audience and the women in the video are exposed to an extent that it is seen as visually sexual. The women are the main focuses of the video which helps the audience stay in attention throughout the whole music video. A very good example of Voyeurism is Dizzie Rascal - Something Really Bad.  Throughout the video the women who are with Dizzie Rascal are exposed because they want to get the viewers attention. This technique is showing that women get treated differently to men and are lower in society and that men have more power over them. They are treated like sex objects and these types of videos can be pleasurable for a man. At 0:47 you can see that the bottom half of the women legs are exposed and she is acting as if she was to be a sex object. For men this is pleasurable for a female viewer this puts them in a state where they think about how they are treated in society.

Close Ups:

This technique id to show that the main artist is who he/she is. They are the main attraction of the whole music video. This shows that the artist wants to get recognized properly via the record label. A good example of the use of close-ups is Beyonce - Countdown.  The first 14 seconds of the music video from 0:00-0:14 is a Close-Up of Beyonce's face. Within that 14 seconds Beyonce is staring directly into the lens of the camera to show that she is looking the audience in their eyes. This helps her to reach out to her fanbase/audience and to show that she is directly talking to them. At 0:22 it shows another close up of Beyonce and shows a costume change. The use of close-ups shows that she is the main person of the whole music video and she wants to express her emotions to the audience whether it is sad or happy.

Iconography:

Iconography shows that there is something related to the artist to identify them.  This can include elements that may relate to their type of genre or themselves. A good example of this would be Lil Wayne - Mirrors. Lil Wayne is identified by his Tattoos all over his body. He is one of the few rappers to have all of his body filled up with tattoos. At 0:05 we see the tattoo that Lil Wayne has embossed into himself. This shows messages and things that he has been through his life. He is also known for his Diamond encrusted teeth which is shown at 0:32. This is iconic because he has legitimate diamond teeth where other rappers have one that you just put on in the mouth. This also shows the type of genre Lil Wayne is portraying which is rap; the reason being he has expensive teeth and rappers tend to have a lot of tattoos on their bodies.

Amplifying:

This technique is used to show or feel the mood of the song through the artists' music video. This can be a happy and joyful mood or a dark and dismal mood. It depends on the lyrics of the song but artists can also subvert the technique and use happy visuals for a sad song; This can lead the artist to be unique but when another artist copies it saturates the technique and then the artist will become normal again due to the fact that his technique has been used. A good example of Amplifying is Eminem - Mockingbird. This invites the audience to stay by Eminem's side as he goes through a tough time being a father. The lyrics also match the visuals of the video itself; for example at 1:39 he says "Hush little baby don't you cry.." and the video correlates with the lyrics with a baby crying on the video. He also shows the relationship between him and his daughter Hailey. He shows as a father he raised a baby without a Mother who was always in Jail most of the time.

Contradicting:

A song that contradicts itself is a song that goes against the mood and the lyrics making it contradict itself. A good example of this is MGMT - Kids. The video shows a kid that is being scared by the devil/satan. At the same time the video is very misleading at the first 1 minute showing that the song is going to be dark and gloomy with the tone of the music. But then straight after 1:00 this is where the audience hears the up-beat song and see that it is contradicting itself because the baby is being taken by the devil which is not supposed to be a happy mood where it has to be a serious and scary mood. Also around 1:59 the lyrics are subverted because the lyrics state "crawling on your knees" but on the visual side of the video it shows the parent holding the baby. Another part where the lyrics contradict is where the lyrics says "  We like to see you laughing" where on the video the baby is actually crying. The video itself is very contradicting because as the audience we expected to see children having fun but we are shown that not all music videos are going by the name of the song itself.

$99 Dollar Music Videos.

99 Dollar Music Videos :

99$ Dollar Music Videos is a company that helps upcoming/unsigned artists promote their music video through the Internet. They have one simple rule in mind which correlates with the name of the company. Yes, They have to use 99 Dollars to create a Music Video, No More than 99$ strictly. The official website is no longer available for 99$ music videos but there is their Youtube Channel which is their main way of exposing their videos to the Internet. The channel also states that the filming has to have no more than 24 hours filming or no more than 24 hours editing. This will help the artist a lot because when in the music industry they will have to meet deadlines for maybe releasing a music video or even a whole album and they will know the circumstances when meeting a deadline.

What is 99$'s Ethos?:
Their ethos is that as a company (99$ Music Videos) is that they are willing to find out what artists can do for a music video within the 99$ budget. This including the 24 Hours filming and the 24 hours editing time. This will show the company how creative and professional the artist can make their Music Video in under 99$.

What type of Labels and Genre appear on their website:
There are many different types of genre that they have included within their Youtube Channel (Main source). This means that there are people from each type of genre who are unsigned and individual. The use of their youtube channel is that they want to give a chance to an artist who is unsigned some recognition. Also by being independent they have have unlimited creativity as mainstream artists are limited to factors which they have to abide by.

How do they encourage audience participation:
They give the impression that not all Music Videos have to have a large budget to be professional. They have shown that music videos can be created for 99$ and still be very good to look at. This help/inspires people to give it a try who really want to get into the music industry.

Is it possible to create a professional Music Video for 99$:
It is very possible if the artist has his mind set to one thing and has the creativity to blow the audience's mind. Firstly to do this they will need to have decent equipment including a camera and a tripod which is mandatory or the video will never be professional. An example of a well executed Music Video is Care Bears on Fire "Barbie eat a sandwich". This video has come to shown the creativity used within the video to make it professional. They have used stop animation to make it look very interesting and appealing. An example where their creativity is very good is at 0:08 where the woman on the magazine starts to walk out of her place. This shows that the artist has had freedom creating the music video and has no limits to what they create.

Music Video Techniques.

Large Number of Cuts:

The use of large number of cuts makes the music video flow. Most of the time the cuts vary on the pace of the song to match the mood. If the song was to have a fast tempo the video itself will have a large number of cuts to match the tempo of the song that is being sung. The use of large number of cuts entertains the viewer and does not leave them in a boredom state. The large number of cuts shows that the video is fast paced. For this example I will be using Jason Derulo – Talk Dirty (Music Video). As the video starts there are around 20 shots within a 15 second time mark which already states that the music is going to be fast paced. Also along with the large number of cuts the use of bright colours also shows that the video will be entertaining as well as being fast paced.  The use of this technique lures audiences into his video and instantaneously gets them hooked into the song. The song was based on going around the world which matched video where the flags of different countries had shown up. This sets the tone for the music and the lyrics match the video. Also the use of bright and colourful colours lures the viewer to watch the video further.

Something that was less appealing (Bad Example) was Lourde - Royals because it only had around 66 cuts where as Jason Derulos video already had 20 cuts within the first 10 seconds from 0:00 - 0:10. This would be less appealing because it lowers the mood and makes it dull and unappealing. The director may have wanted to be different with the Music Video but it has turned out unsuccessful and tiresome. The music video seems as if it was being dragged for a long period of time and just seems to be plain and miserable. The colours are dull. Also the use of low number of cuts slows the video down considerably and it can leave the audience feeling bored.

Cutting to the Beat :

A very good example of this would be Labrinth - Earthquake. The song has good cutting to the beat. Each time the bas drops within the video the screen shakes with special effects used within the video.  On the video at 0.28 it shows when the bass drops the screen shakes. Labrinth by itself only uses special effects throughout this video and it looks very unique and eye catchy. Within the starting of the video the video itself matches the beat of the song. Also we can see that Labrinth really is in an empty space and he has relied on special effects to make it seem as if there is alot going on within the video.

However a bad example of this will be Sub Focus- Endorphins ft. Alex Clare where the music is upbeat and the video is very slow ( Mostly slow motion). With the video have low amount of cuts the video becomes boring. With a song like this where the beat is really fast; without it cutting to the beat it looks very messy and un-viewable. An example is at 0:30-0:37 where one cut lasts for 7 seconds which makes the video itself very slow. People want to see something that is very unique and not boring. They want to get dragged into the beat of the music. Mostly throughout this video the Video had failed to go along with the beat making the song tiresome and boring.

Green Screen:

Green screens are used to re-create locations that Artists want to use instead of using money to go there. Green screen is a cheap alternative to the actual location and is very effective and successful in the music industry. A person who had taken advantage of this is Jessie. She has used a lot of green screening in the past and she still does it because she has mastered it and had embedded it very successfully within her videos.  Jessie J - Dominio shows how Green screening can help lighten up the mood of the song and make it very enjoyable to view. An example where the green screening is very good is at the start from 0:00-0:12 where the background is matching her clothing and at the same time moving. This helps the flow of the music because there is a lot of things going on at once on the screen which makes the audience engaged. With the use of Green screening Jessie J has shown that it is not bad at all to use a green screen in the music industry and can be money saving. She can make anything possible by using a green screen and also make it look realistic. In this video she uses a animated background to make the style of the clothes she is wearing which makes it very enjoyable to view.

A bad example of Green Screening is Kanye West - Bound 2. The use of green screening here was very fake and unbelievable. We can see the failed attempt of green screening at 0:38 where the background is blurred out and the lighting is very bad. Also they also made a big mistake in where the direction of the wind was blowing which made in fake and unviewable this is shown at 2:03. This makes the video very unrealistic and boring to watch. The video itself got dislikes maybe because the green screening was bad and for other reasons. The green screening has lowered Kanye West's reputation because this was one of his worst videos of 2013. He maybe had run out of ideas but this one had topped the line. The green screen that was used was unrealistic and boring therefore making it a bad green screen music video.

Special Effects:
Special Effects make the video more lively the overuse of special effects can be very entertaining as Rihanna has shown within her video "Rude Boy". She uses very bright colours which are available to see throughout the whole video. This invites the audience to carry on and watch the whole video preventing them from becoming bored. The special effects were very successful as she had made it flow right and made some lyrics come up on the video itself. Rihanna has successfully used these special effects to her advantage which can increase the rate of viewers and fans for her fanbase.

The video that came to my attention in having bad special effects was Backstreet Boys - I want it that way. The use of special effects was limited due to the fact that they had a low budget for the video itself. With a low budget Music video the use of special effects are limited because you cannot get everything you want into the video without a very good budget. For Rihanna she has a very large budget meaning she has the freedom for any effects she wants to use within the video. In the video the special effects did not really catch my eye and this would be the same scenario for the audience. They would have got bored because the video was not entertaining and all over the place. The video was not good also due to technology not fully developed as if it was to be today. Here in the 21st Century technology has evolved so much that low budget music videos can be entertaining.

Varied Camera Language:

By having a variety of Camera angles the music video flows better and does not become boring. The use of Camera language also makes the video more entertaining and fun to watch which Beyonce has successfully done in her video – Love on Top. These shots vary from Low Angle to High angle shots. The fact that Beyonce is performing in front of a camera she can show the audience how it would be if it was to be a live performance giving angles and viewing points of the audience. The video also uses a lot of shots per inute to keep the viewer’s eye on the video. With this technique beyonce has shown how a concert would be like to the audience by using this video.

A very bad video which had no Camera Language at all would be Lorde - Tennis Court. The video is just Lorde standing in the center of the screen with the camera on a midshot. This instantly makes the video boring to watch because there is barely anything happening in the video. The video itself has not cuts or any camera changes which makes the video really boring and for the audience to stop watching the video. The video however matches the tone of the Lyrics which is dark and gloomy which she has portrayed well but this video could alter her sales in future releases due to this video being boring and tiresome.

Lip Syncing :
A good example of Lip Syncing would be OneRepublic - Counting stars where the Lip Syncing has been done very well. If the video had bad lip syncing the video would be worthless to put up and the audience will not take the video seriously. The video had no errors in lip syncing which meant his viewers are enjoying the video. The lip syncing throughout this video is very consistent and there are no parts where the lip syncing goes off. By doing successful lip syncing the video becomes more believable instead of having a bad lip sync. The use of Lip Syncing helps the video be more natural and not alien towards the audience because if the lip syncing was to be bad it'll instantly ruin the whole video and it would be a waste of money for even producing it.

An example of bad lip syncing would be Dave Days - Summertime. This video shows how the audience cannot be serious with watching this video. They would assume it as a joke which can lead the artist to become unsuccessful in the future. The video shows that he is sometimes too early with the Lip Syncing or too late which leaves the audience in an uncomfortable state. This leads to the video being very unprofessional and amateurish. The use of poor lip syncing leaves the audience being not serious about the video and eventually leave the artist losing viewers.

Style and Coventions of a Music Video

Style and Conventions of a Music Video

A music video expresses the Genre by using conventions (Cliche). Conventions are used throughout music videos depending on the Genre of the song. For example a rap/hip hop video would have Expensive Cars, Money, Alcohol, Gold Chains ect. A video example for Conventions for a Hip Hop genre which will include Alcohol, Women, Dancing is shown by the video B.I.G - Big Poppa where all these conventions are embedded to portray the Genre. On the other hand if the Genre was to be Country it will include Guitars and the country fields to correlate wot the Genre. The video below uses all the conventions which are clichéd for that particular Genre. Biggie Smalls here makes the rap video very stereotypical by making it have a club with women. This is shown at 0:28 where he is sitting on the seat laid back and relaxed next to a woman. He also has alochol with him which stereotypes teh rap genre about Drugs, Money, Women ect. As Biggie Smalls is a rapper he has to stereotype the genre for the viewer so they like what they see. At 1:04 you see the people waving money around like its nothing. This is what stereotypes the rap genre because its full of rich people with gold chains to illustrate that they are living life with freedom and wealth.

There a 4 point which can be explored within the Styles and Conventions of a Music video and they are:
- The types of styles for Music Videos
- Narrative
- Animation
- Intertextuality

Types of Styles of Music Videos:

There are many style types for a music video which Include performances, Concerts & Live.

 Performances shows the artist performing on a stage without an audience because it is not live. It's done for the cameras so an artist can get across him singing/rapping without the use of a studio. The performances are often shown on TV on mainstream channels such as BBC 1, 2 ect. The performances show what it would look as if it was to be live but there is no audience and the sound quality is crisp. The performances gives a perspective as if it was to be live but the performances are memorized as a routine and it engages the viewer to go to a Live Performance or a Concert where the artist can be viewed. The performance shown will be energetic and has continuous dance routines which the audience will enjoy. This will help the artist sell more Tour Tickets because people will get a glimpse on what the performance would look like as if it was to be live. An example of this is Beyonce - Love on Top which shows Beyonce performing a dance routine for a music video. At 0:11 you can see that everyone is starting the routine without her so she can join in after as part of the routine. This straight away indicates that it is a performance. She maybe recording for the song and for an upcoming performance at the same time.  The fact that Beyonce at the end of the video at 3:10 acts like if it was to be a rehearsal shows that this can be the same for a Live Performance on her tours. This make it more realistic that they were performing for the camera and that this can be put to real use on live tours.  This engages the audience to watch her videos and also persuades them into buying tour tickets. This helps Beyonce earn more revenue from the sales she gets for her tour. The video also shows costume changes which would initially be done in a Live performance. This gives the audience/fans a view of what would happen if it was to be a live Performance. Also at 3:12 we can see the cameras as if it were to be  live performance which beyonce has shown in this video this makes the audience feel the realism rather than it being a music video that is crazy and all over the place.

(As Live) Live performances have an audience viewing the performance of the artist who will be performing live in front of the audience. This gives the fans/audiences a chance to see the actual artist in real life. The Live performance also engages the audience where the artist asks them to sing along with a song that is being played through the speakers. The live performances are there for the artist to engage with the audience and see how many fans they have. The Live Performances will also help the Artist get revenue because of the amount of fans he has and due to the fact that he/she has advertises the concert online via adverts | Their Website | On TV using adverts | Posters ect. By the artists interacting with the audience by giving autographs and performing live they can Guarantee that for their next concert they can get more people to come because people will be recording the concert and posting online for other people who did not get the chance to go to the concert. Tinie Tempah here does a live performance of Written in the Stars. At 0:55 we can see that the person is actually part of the crowd (Well most of the video), this indicates that it was a live performance and with the amateurish camera angle we know it is from the audience because everyone is jumping and singing along with the song itself. The videos shows how he interacts with the audience by pointing the microphone towards the audience so they can finish of the lyrics to the verse, this is shown at 1:16 where he lets go of the microphone and the audience finish off the lyric to the song he is singing to. He also has a freestyle routine because it was live if it was to be a concert there would be a routine and not a freestyle performance. This is also shown at 1:16 because he is letting people finish of the lyric and you would not see this in a performance routine because they will not have time to implement and it is shown for aesthetic reasons only.

Narrative:

A narrative Music video usually shows a story to go along with the lyrics of the video. This tells a story to the audience maybe about the artist's childhood or a completely random story to match the lyrics. With the use of a story line this will help the viewer be engaged throughout the whole of the music video. A good example of this is Stan by Eminem. It takes about a massive fan who wanted to be just like Eminem. The lyrics start where the person in the video starts writing a letter to Eminem. The whole story is told through the use of letters to Eminem and to match the lyrics the video shows exactly whats being said. For example he says "I'm in the car right now, doing 90 on the freeway" and with correlation, on the video it shows Dido driving the car down a freeway where he will die which is shown at 5:15. The fact that Eminem makes the story correlate with the song makes it flow much better and look better overall. The story tells the perspective of Eminem and his biggest fan Dido. The story line shows Dido's girlfriend being pregnant which the lyrics includes and shows a clip of his girlfriend which is shown at 1:09. This shows that he has a bigger heart for Eminem that his girlfriend who is pregnant. This hsows that Dido was a dedicated fan fro eminem himself.

Animation:

A music video that usually includes animation makes the video more appealing to the audience. The animated videos doesn't necessarily have to be animated via the computer it can also be Stop animation. This invites different audiences to view the artist's's video. Here I will be using Kanye West - Good Life where animation has been successfully used and looks very appealing. These types of music videos are unique and brings new ideas into the video industry. For example when a video such as this becomes very popular other artists may use this animation effect to portray their videos. The animation used her can refer to children because it is cartoon like and entertaining. An example of this is showb at 0:58 where the lyrics are synced with the animation that is popping up. All the words are motion ainmated make it flow better with the song itself.The lyrics pop up via the use of the animation to make it such that it looks like a lyrics video. With the use of animation in his video the audience is pulled into the video and it makes the audience want to watch more of the video. Something at 0:31 teenagers will like because it refers to them, Kanye is trying to experiment with the types of stlye he can use in music video and he has not failed to impress with an animation type video.

                                                

Intertexuality (Parody):

The intertextuality in music videos as parody is when another person (does not necessarily have to be an artist)/artist mocks the original video of an artist to make it humorous and entertaining. The lyrics are different that mocks the artist which can be insulting or "Just for fun". A very good example of pastiche as parody is "Miley Cyrus - Wrecking Ball PARODY" - which had gone viral on Youtube with over 12 Million views. As mentioned before the lyrics are fully altered to mock the artist, make it funny and make it very entertaining for the viewers. The artist who makes the parody uses similar shots within the video to make it correlate with the original music video. For example at the start of the video we see the artist that dresses up like Miley and has a sad face.

The picture above shows the correlation the artist has made from the original music video to mock the original artist. The video that the artist has made literally mirrors the Music video that Miley Cyrus has created. The fact that the male is wearing make-up engages the audience becuase it is not what people see every day. Mostly on youtube parody videos get very high views due to the fact that it is very entertaining. 

Intertexuality (Pastiche) :

This is where one media text refers to another. Artists such as Ashanti and Madonna have used this Intertextuality within their videos. Many artists have done this to show what they like or maybe keep it as a memory within their videos. Ashanti has used this within her video maybe because it was her favorite film or she wanted it to correlate with the music video title. She has used a scene from Good Fellas the movie within her music video called "Foolish". The clip from Good fellas shows mixed emotions where she loves him and then she wants to kill him. This shows a very strong scene in the film. On the other hand Ashanti shows this by embedding in within her music video Foolish. She has used this because she has mutual feelings toards the scene in Good Fellas. 

Impressionist music videos:

This is where the music video matches the tempo of the music video but does not really match the lyrics of the video itself. For this example I will be using Kanye West - All of the lights because it is mostly an impressionist video. The start of the video there is a little girl who is alone and is walking towards the apartments on the roads which is shown at 0:21. This part of the video was purposly shown in Black and White because they wanted to make the video pop out when the chorus "All of the lights" came in and make the video all bright and fascinating. The use of the black and white indicates that it maybe was a memory in the past and also has a miserable and moody feeling towards the music video. But as the video progresses the video matches the title of the song which is "All of the lights". The use of the Black and White beginning brings enigma towards the video and makes the audience think why Kanye West has deliberately done this. The use of violins at the start of the video matches the black and white scene of the lonely girl but then changes the mood as if it was to be a mood swing to a more colourful and happy mood.

Interpretative Music videos: 

Here the music video takes into consideration the lyrics of the music video. The lyrics are directly shown in the music video to show it as a story. This type of music video is less preferred but when a Major artist does it people tend to copy it but this style will become saturated too quickly. Eminem chose to do this style but he made it more entertaining and not cliched. People may think this is the easy way out of music videos but it can be entertaining when animation is used along with the video itself. The video Fast Lane exactly describes what was said above. The lyrics are shown on the video and translated into movement by Eminem and Royce Da 59. The actions here tell a story which makes the music video flow. This is shown at 1:25 where the song flows with what is shown on the video itself which makes the song have a less serious side to it.

Surrealism:
Surrealism is when the artist would use imaginary things that may occur in dreams or cannot exist. The use of this technique may portray their interests. Here Katy Perry has used this technique to construct a music video. The use of surrealism adds an aspect of mystery and makes is visually appealing. Katy Perry - E.T uses this amazing technique to portray her music video. At 1:48 you can see that we dont see that everyday and she has gone through the trouble of making it seem unique and wired to look at. This also has an artistic feel to it because she is dressed up as an extra terrestrial character who does not exist. Artists use this type of surrealsim in their pieces because things like this does not exist and can only be imagined. Aliens / Extra terrestrial characters do not exist unless their is proof.

Purpose of a Music Video.

Music Videos are used by the artists to promote themselves and express themselves as a person. Also it is used to generate a revenue for their music. For example they make a music video for a single and if the some gets a lot attention people will start buying it and the artist will earn more revenue. Some of the Music videos have a story behind them it can be about the artists' background or anything that has happened to him/her. The music videos are generally there to entertain the artists' fans.

The 5 Purposes of a Music Video are :

- Promote a new music video release

- To create a visual representation of themselves

- Create synergy with other media sectors

- To be art in their own right

- To extend the play ability & provide additional income from a song.

Promoting a new Music Video release :

Music videos can be promoted via Streaming Website such as Youtube or Social Website such as Twitter or Facebook. The common way of advertising a song is making a music video for it. This can promote a single song or a whole album. For this example I'll be using PSY - Gangnam Style which is the most viewed video on the whole of Youtube History. This song went globally with a view count over 1 Billion views. The Music Video has made an iconic dance routine which everyone does; This is shown at 2:33 where the iconic dance is presented within the music video. Even though it is in a foreign language the song has reached out world wide and everyone recognizes the dance; the reason being for this the artist has created something unique which people would like and remember. Even thought the song is not English most people in the UK have listened to the song. Also along with the song that he has made he also created a dance routine which everyone would recognize if it were to be done. Others would try to do them and post themselves dancing on other networking sites such as Facebook & Twitter and this would further help the video go globally due to the fact that social networking sites also have a very large audience. By getting the music promoted on major TV Channels and websites with large audiences the artist can ensure good success. This benefits the artists because he will be earning a lot of revenue and attention. This means he can break through into the music industry everyone dreams of.

Creating a visual Representation of themselves:

This allows the artists to be seen whilst not performing which allows higher quality videos and shows a story behind the video. By creating a representation this is what the fans will see each time he appears on a concert or a video. It also enhances the Artist's brand because it gives a clear representation of who he is and what he does. For example the video Rage against the machines tells a story about money. Where money is not everything in the world. They are mocking America because Americans are not living reality and that economically America is screwed. The meaning that was portrayed here was that money was not there to make the clockwork of life run and that all people wanted was money. The band's dress sense also showed that it was not fancy like if they was to be a rapper.

This also allows Artists to re-invent themselves in particularly Biggie. In this video he uses Camera Angles to express how he was treated in society. The camera angle was high so this indicated that he was looked down upon back in the day. Also the location indicates that he was in a poor area because the area looks as if it was to be rundown; this is shown at the start of the video from 0:00-0:02 , 0:16-0:18. The area here is referred to Brooklyn where Biggie was born. The video is based in Brooklyn to show his fans that that place means a lot to him. The fact that at the start of the music video the Camera Angle was low shows that he was nothing back then and now he has reached his goals that he has set for his future, at 0:18 is where this is referred to - He is shown in society as lower class back in his childhood. One example that had shown him becoming a rapper was where he was in the mansion with a reporter holding a tape recorder, at 0:20 near him as if she was interviewing him because he has got into the music industry. The video had shown to all the people that any goal that was set in life could be achieved even if you had lived in a poor community. The lyrics within the video talks about when he was younger and tells the audience how he wanted to become a rapper and go into the music industry.

Create Synergy with other Media sectors :

One major release of a music video can be to promote other products. For a good example I will be using Adele and James Bond. The synergy here is two different companies who are promoting each other. Where Adele promotes the Movie Skyfall and Skyfall promotes Adele by playing her music within the movie. This helps Adele because the movie is growing her fan base as well as getting her recognition. This will help her music go viral and help her gain new viewers. In her music video she promotes Skyfall by adding movie aspects into her video to show parts of the movie. An example where she has included aspects from Skyfall is at 0:33 where there is a clip of James Bond standing at the top of the building gazing into the scenery. This shows hat Adele is advertising the movie to her fan base.  By doing synergy Adele can become very popular and earn large revenue due to the fact that the movie is Mainstream and popular. By working together they can make a wider profit. For example if Skyfall and Adele was to advertise themselves separately they'll make around $1,000,000 but by working together they can make around $5,000,000 which is a major profit and they can evenly separate the profits made and invest into new songs (Adele) a film (007).

Another example of Synergy is Eminem and Call of Duty Ghosts. His recent album MMLP2 (Marsahll Mathers LP 2)  had a song called survival which was the theme song for a best-selling franchise the Call of Duty series. Eminem is a mainstream artist and Call of Duty is a mainstream franchise with them synergizing each other their fan base can grow to a very large extent on top of their fan base at the moment. Within the video we see Eminem showing Call of Duty Ghosts game-play in the background; at 0:36 we see the cinematic for Call of Duty Ghosts playing in the background where Eminem is in the foreground rapping.  As Eminem is a major artist he advertises Call of Duty within the background of the Survival Music Video and within the Call Of Duty trailer it promotes his music so their fans can listen to Eminem’s Music. This also generates a mass profit due to the fact that they both are mainstream and they make a considerable amount by themselves but working together they can generate double even triple the amount of profit by synergizing. 

To be art in their own right:
It is common for the artist to portray themselves as art. This helps them expose their image to the world. There is no restrictions in changing your image to show to the world. It may also correlate with the music video. Artists such as Lady Gaga dresses up like if she was art and that what she wants to show her audience. Also she makes the music video memorable for her fans. This particular example uses Lady Gaga - Bad Romance. She has the right to do whatever she wants in her music video to express who she is to the world but she does not have the freedom to do whatever. At 0:02 to portray herself as a piece of art she is sitting in the middle to get all the attention. She has boundaries she has to abide to in order to portray her image. She dresses up in these mind boggling clothes which most people would remember. She tries to advertise her style buy wearing various types of dresses throughout the whole of the video. There are alot of dress changes for example from the start of the video at 0:02 then straight after at 0:36. This shows that she is one of the most creative artists here in the music industry. Mainstream artists may have the right to express themselves to the world by doing anything within their music videos but other artists do not have a clue on how to due to the fact that they don't have any ideas for a music video. When it comes to a situation like this there are directors like Spike Jonez who helps an artist create a music video. The use of crazy clothing is benefitial for the artist because she is creating an image where the audience can remember her by,; if ou was to be a rapper they will not have anything to make them stand out because it all stereotypical with the gold chains and expensive cars, but Lady Gaga shows her music is different from others because she is thinking outside of the box.

To extend the play ability & provide additional income from a song:

This is where a song or a music video is played for a very long period of time to expose the artist and get him/her more attention. A good example of this would be Bruno Mars whose song was "The Lazy Song" played around Music Channels and Streaming websites such as Youtube for a period of 1 to 2 Months. By playing a Music Video constantly for 2 months helps the artist a larger fan base and more chance of becoming a mainstream artist. Also Bruno Mars has a catchy tune and dance routine to the video where they are dressed as monkeys, at 0:05 we see the monkey suits they are all dressed in except Bruno where he is the center of attention. Near to when the music video ends his upcoming album is advertised within his glasses which helps promote his Album to his fans and the audience who are watching the music video. He makes the whole music video remember-able by using costumes of gorillas. He tries to make the video fun to watch and make it be a catchy video. He had released a few singles before when he was a new artist to the music industry and those songs had turned out big and he became known as an artist.