Music Video Purposes Analysis

Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience

Provide an explanation in relation to benefits (promotion, extension of income & outlets, synergy opportunities and strategies used by producers to benefit label and artist)

Provide any research evidence you can find that supports explanations of benefits for artist, record label and audience

Promotional UK grime artist Stormzy is a good example of how promotional work can benefit an artist and their music. Stormzy released his first EP in summer 2014. He had been on the grime scene since early 2011 however, but was just creating music with other people. In October 2014, he won a MOBO award for best grime artist 2014. In the space of 2 years he had gone from unknown to reaching number 8 in the big top 40. He appeared on BBC 1 Extra’s show ‘Fire In The Booth’ hosted by celebrity Charlie Sloth. This was great promotional work by Stormzy, as this show is listened to across the UK on the radio, and is also posted onto YouTube. The BBC 1 Extra YouTube channel has over 2 million subscribers and the video featuring Stormzy has reached over 4.6 million views.Stormzy also performed at the O2 Arena for the Anthony Joshua v

https://www.youtube.com/watch?v=Ayo9u7cI_mw

Music Video Purposes Analysis

Dilian Whyte fight, as he sang his sang his best hit ‘Shut Up’ for Joshua’s entrance. This is a great promotional method, especially for that track and his music video, as this event was attended by close to 20,000 people, as well as the millions who watched it on Sky. This helped get Stormzy’s name out there for people to talk about and helped promote him and the grime genre.

Extension of income

A good extension of income is through YouTube. YouTube pay channels with a certain amount of subscribers, whenever they create a video. This depends on the views the video gets, as each view will be a certain income. The payment Is roughly £1 per 1000 views. So for example, Stormzy’s ‘Shut Up’ music video reached over 25.8 million views. As stormzy has enough subscribers to start earning money, he will have made around £25,800 for that video alone. This is due to the size of his channel and his videos being monetized (advertisements before the video). This is Stormzy’s most successful video, however a lot of his other music videos have also reached over 1 million views, for example; his

https://www.youtube.com/watch?v=RqQGUJK7Na4

Music Video Purposes Analysis

music video for his track ‘Know Me From’ reached over 5 million views too. This is a good extension of income for an artist.

Extension of outlets

This can relate to the extension of income and also exhibition. As well as YouTube, artists can use other social media websites for their extension of outlet. For example, as well as YouTube, Stormzy also has a sound cloud account and a Spotify account. This allows other people to access his songs and tracks for free. You can also buy his music from the Apple store on Apple products. This helps generate some extra money for him and also get his music into the charts, which helps his promotion. He can also use social media such as Twitter and Facebook. This has proved to be beneficial for artists, especially Stormzy, as his it was a twitter campaign that helped him reach number 8 in the official UK charts. Not only can this help him promote his tracks, but also any merchandise he is selling and also concerts or festivals he is hosting or going to. This helps extend his brand.

https://twitter.com/Stormzy1?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Music Video Purposes Analysis

Synergy Synergy Is when two organisations come together to create one product. For example, Stormzy is sponsored by Adidas. This allows him to represent Adidas and work alongside them for selling clothing items. He often raps about them in his songs, which is good advertisement for them, as millions listen to his tracks. He also always wear Adidas tracksuits/tops/shoes in his music videos, which is also helping advertise for Adidas. Stormzy will probably be paid to do this, but in the long run it will help Adidas. Adidas also gave Stormzy a whole load of shoes to hand out for free, to people who had downloaded his latest track. This works for both Stormzy and Adidas because this will make Stormzy’s fans download his music more often if they know there’s a chance for them to win things, but also for Adidas as they are advertising their brand and by handing out shoes to people, it will make their mates look at them and may want to buy some there selves. Stormzy also worked with Nando’s, and took a few of his fans for a meal in nandos, before a mini performane and meet and greet in London. This is good for

https://www.youtube.com/watch?v=XQEt1MHK9xE

Music Video Purposes Analysis

Stormzy as it helps him show his personal side and make him look good, but also good for Nandos as they are also getting publicity through it.

Producers strategies

Stormzy doesn’t usually have producers to help him with his tracks. He usually writes and raps his own all his own songs which means he doesn’t need a producer. Sometimes Stormzy uses other artist’s tracks and makes them his own. For example for his ‘Wicked Skengman 4’ he used another grime artists (JME) backing track. He also did this for his biggest hit ‘Shut Up’, where he used the backing track by XTC. The main strategy Stormzy uses to create income from his music is through YouTube though, as his videos constantly get over 1 million views. He also gets his sponsorship money through Adidas and money whenever his tracks are played on the radio.

Music Video Purposes Analysis