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.
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