Producer Strategies Producer strategies is such a broad term and technique of promotion that it needs it’s own slide show...

3 types of producersThe Major Label: The conglomerate company that manages large mainstream artists and usually co-ordinate the production, manufacture, promotion, distribution, promotion and protection of copyright enforcement e.g. Warner Music Group, EMI, SONY BMG and Universal

The Independent Label: Specialises in a particular genre of music or produce a particular style of video.

The Artist: Often unsigned artists produce their own music videos as a promotional tool to gain exposure and establish a fan base. Also, mainstream artists produce their own videos if they are venturing into a new artistic direction.

Major Record Labels

Independent labels gained 32.65 of album sales in 2012, according to Soundscan statistics

Major record labels usually co-ordinate the production, manufacture, distribution, promotion and protection of copyright enforcement.

The Big Four (Sony, Universal, EMI and BMG) dominate 65.4% of album sales worldwide and 80% of American album sales.

Many artists have their albums or work altered or censored by the labels in some way before the album is released - song videos, artwork or titles being edited or changed (e.g. Nas' controversial 'Untitled' album)However, this tends to cause tension between the artist and the record label, as the record label usually make a decision from a commercial perspective which directly dulls the creative direction of the artist, causing them to seek other representation.

Independent LabelsTraditionally, are unaffiliated with major record labels, but recently are usually partly owned by a major record labels to provide funding and subsidise international licensing or distribution agreements.

There are fewer people involved in the production process of an album compared to a major record label, meaning this is a more personal, intimate creative process with clear direction rather representational conflict between the artist and executives.

Independent Record Labels are free from the creative constraints major record labels are bound to, so it enables experimentation and appeals to a niche market.

Often sign unknown or unusual artists e.g. Warp Records signing Aphex Twin.

Aphex Twin

Aphex Twin - Windowlicker: http://www.youtube.com/watch?v=7MBaEEODzU0

The ArtistSome artists make the music video themselves. Often these artists are unsigned and use music videos as a promotional means to gain exposure and possibly a record label contract.

With mainstream artists it typically expresses their desire to take artistic control of the visual contextErykah Badu - Honey. Dir. Erykah Badu and Mr. Roboto: http://www.youtube.com/watch?v=SFkHylBiPyQ

Artists often create their own music videos because of budget limitations.

Cost-effective equipment makes it easier for artists to produce and distribute their product. The emergence of social networking sites such as youtube and myspace became a platform enabling unknown artists to gain commercial success.Ed Sheeran - Small Bump: http://www.youtube.com/watch?v=h3OEbh-rvmk

SBTV. - A web-based broadcasting company, focusing in showcasing music artists from both sides of the Atlantic Ocean. (Known for aiding Ed Sheeran's mainstream success)

Strategies - ImageA particular image or style of an artist changes to concord with the representation of the artistic direction of their new music product. Madonna has been renowned for constantly changing her image as Madonna moved from genre to genre. These changes in image mark a time reference where Madonna was at creatively, and the branding of her unique selling point/proposition markets to various niche audiences and has resulted in widening her fan base and becoming a cultural icon.

Madonna - Ray Of Light. 1998.

Madonna - Bedtime Stories.1994.

Genres: Pop, Contemporary R&BCommercial Success: Went No.1 in Australia.Went No.2 in 3 countries.Platinum in United Kingdom.3x Platinum in United States.

Genres: Pop, Electronic, Dance, Rock, ClassicalSubgenres: Trip hop, Techno, Drum and BassCommercial Success: Went No.1 in 14 countries. 6x Platinum in United Kingdom.4x Platinum in United States.

Strategies - Narrative

Producers employ a narrative technique into their visual text to incite a promotional buzz, via word of mouth.A famous example of this is Michael Jackson's Thriller. A 13-minute video employing horror conventions which connects with the title of the album. This was distributed to TV outlets such as as Top of the Pops and MTV and aired the video at midnight like a film premiere. This was a social event as this was the only platform the general public to access their media product. This helped to promote the artist, tour and song/album.

Michael Jackson - Thriller: http://www.youtube.com/watch?v=sOnqjkJTMaA

Strategies - Production Techniques

Record labels producers used production techniques to generate discussion amongst fans and encourage them to watch music videos.Producers would hire famous music directors in which use certain production techniques and become a trademark of that director's style.

Busta Rhymes - Gimme Some More: http://www.youtube.com/watch?v=eHHT7dTmw8U

Hype Williams

Missy Elliott - Supa Dupa Fly: https://www.youtube.com/watch?v=hHcyJPTTn9w

Fish Eye LenseBright Hyper ColoursSkipping Frames in EditEditing Frame Rate

Strategies - ControversySome music videos are deliberately provocative and explicit in choice of narrative and imagery. The stir of discussion around the video aids the promotion of the artist.Through the invention of online blogs and youtube it stirs a controversial buzz that helps with the publicity of the media product. The controversy of a music video may help the sales of the single or song, for instance Prodigy - Smack My B**** Up

Prodigy - Smack My B**** Up: http://www.youtube.com/watch?v=Tf1KaRjOg9g

M.I.A. - Born Free: http://www.youtube.com/watch?v=IeMvUlxXyz8Prodigy -

Smack My B**** Up Chart Sales:Top 15 in several countries including New Zealand, Sweden, Canada and Norway.

M.I.A. - Born Free Critical Response:"Unflinchingly and unapologetically real" - MTV "More like art film? We can think of no goofier political allegory... but then again, M.I.A.'s politics have never been of the kind you read about in the New York Times."

Strategies - Remaking

An artist may release a song with a music video when unsigned and once said artist makes commercial success and signed by a major record label, the company make remake the video and change the image of the artist to attract a wider audience.

Ellie Goulding - Starry Eyed (Original):http://www.youtube.com/watch?v=PULdPep_xfs

Ellie Goulding - Starry Eyed (Remade):http://www.youtube.com/watch?v=fBf2v4mLM8k