THE PURPOSE OF MUSIC VIDEOS

This presentation piece will go over the elements that involve the creation of a music video.

Availability of artist

The film “A Hard Day’s Night” which was directed by Richard Lester, was the first feature film that The Beatles starred in back in 1964. Shortly after in1965, The Beatles decided that they wanted to distribute and broadcast their promotional clips in other countries so they did so. To avoid making in-person appearances they mad sure they enabled themselves to promote their record releases.

Queen’s success of “Bohemian Rhapsody” made it become regular practice for record companies to produce promotional videos for artists’ single releases.

These videos would then be broadcasted on television shows such as Top Of The Pops and Top 40. Making it convenient to see the artist but not in person.

Before promo videos, if the artist wasn’t available then they would broadcast the artists music but with people dancing along the song.

Brian May: 1. was produced to prevent complex miming songs on Top Of The Pops. 2. couldn’t make regular appearances every week due to being on tour (It was number 1 for 9 weeks).

Promotional Appeals to a visual audience.

Becomes a quick promotional tool for the artists and for some time it was their main function.

An advertisement. Draws attention to the music video and illustrates the lyrics in the

song. To entertain and show off the artists talents.

Generate money for the record company. To sell CSs, DVDs and downloads by creating memorial visuals. Exposure and expansion of the artist’s profile.

Appealing to a Visual Audience Naughty Boy - Runnin' (Lose It All) ft. Beyoncé, Arrow

Benjamin https://www.youtube.com/watch?v=eJSik6ejkr0 It is visually appealing to an audience as it is filmed under

water with both characters swin walking along opposite surfaces – it just looks cool and clever because they then start running towards each other as if its easy to do.

Creating a Brand Artist’s are often sold as a brand making the music video a product

of the brand, hoping the fans will buy into the brand. They often do this through ‘mise-en-scene’ and extend the look of

the video into the rest of their lives. Duran Duran “Girls on Film” Features sexual and erotic imagery.

The video’s director, Kevin Godley, agrees that the video was created to promote the song through sensationalism in order to get a buzz and talk about it.

https://www.youtube.com/watch?v=KCjMZMxNr-0 Record companies carry the concept of selling artists through

image.

Extension of Income

Music videos promote great opportunities to increase the income. The music video prompts fans and viewers to buy into the brand with

merch (t-shirts, wristbands, pens etc). It can be a opportunity for “product placement” Christina Aguilera

and perfume (Not Myself Tonight) Some artists are remembered years later solely because of a

memorable music video.

Extension of outlets (music channel, direct DVD and CD sales, webiste, downloads)

The music video allows the artist to extend the outlets on which they are accessible through;

Each of these media’s increases the chance of the audience becoming a fan.

Boost ratings and familiarity. Exposes the artist on a global scale.

Synergy(films, tv programmes) Another purpose to the music video can be to provide opportunities for synergy…

Synergy is what happens when two media products come/work together to benefit each other in the outcome.

For example Skyfall (James Bond Film): https://www.youtube.com/watch?v=7HKoqNJtMTQ Both Adele and the producers agreed it would be beneficial to both parties for the

collaboration to commence. The film promotes Adele’s song and music and her music video promotes the film = synergy.

Another example of this is Sam Smiths recent song which is also used for a James Bond film Spectre:

https://www.youtube.com/watch?v=8jzDnsjYv9A Created for the same reasons as Skyfall. Another example is the Fast & Furious 7 film with a tribute to Paul Walkers death, a

song by Wiz Khalifa ft Charlie Puth – See You Again. https://www.youtube.com/watch?v=RgKAFK5djSk

The End of the Music Channel?

Online platforms are classes as competition to music channels, as they are no longer the strong promotional platforms they once were…

In many ways the music channel is in danger of becoming defunct and irrelevant.

Online streaming and downloads mean that music videos are instantly accessible.

TOTP for example as a music channel has disappeared however, their magazine is still going strong giving gossip on the music artists.

Producer Strategies

There are two different types of artists;Major LabelIndependentArtist self produced

For each of these the music video has a different motive.

Each of these uses music videos but in different ways but for each the music video is still a really important tool.

Major Record Labels

Four multi national corporations dominate the music industry; Universal Sony Music Warner Brothers EMI

These are referred to as ‘The Majors’. The majority of these are backed my conglomerates with stakes in

other industries such as; Film, TV and Electronics.

Major Independents Most of these ‘Majors’ own or license, a series of smaller subsidary

companies in oder to reach different kinds of audiences in different kinds of genre.

Columbia Island Syco RCA Virgin

These companies are know as ‘Major – Independents’

Major Label Strategies - VEVO

For Major Labels the purpose of the music is clear. They provide a strong online presence and allow them to make more profit through advertising.

VEVO is an ideal strategy to use as an online platform. Vevo is a music video website owned and operated by Universal

Music Group , Google, Sony Music Entertainment, and Abu Dhabi Media.

Back in 2009 December, Vevo was launched. It makes a profit through advertising that plays before each music video.

Vevo offers music videos from three of the ‘big four’ major record labels: Universal, Sony Music Entertainment and EMI Records. Warner Music Group was initially reported to be considering hosting its content on the service, but formed a viral alliance with MTV Networks.

Independents

There are a huge number of small companies with little or no financial connection to the majors.

These companies often concentrate on a small number of acts, within specialized niches in the industry – Hip-Hop/Rap/Electronical/Dance.

These small companies are called ‘Independents’. An example of a highly successful independent company is ‘Warp Records’

Another example of a highly successful independent company is ‘Domino Records’

It is often that record labels begin as independents, but then are bought by a major and then become major independents…

Independent Label Strategies

Independents or also known as ‘indie’ producers often see their work as an art form and not just an advertisement for the music industry.

There music videos are often a stepping stone for up and coming directors to future their careers.

Producers like these often become well sort after by mainstream artists in hopes of getting more recognition.

Chris Cunningham

Chris made his directional debut in 1997 with the music video for “Come to Daddy” by Aphex Twin.

It was praised, then banned and then raved about by many people in the business.

Since that episode in his life, he has now gone on to have a career making films and advertisement.

Spike Jonze An American director, producer, screenwriter and actor,

whose work includes; Music Videos Advertisements Films Television

Jonze shot to fame with videos for Fatboy Slim including “Praise You” and the “Rockafeller Skank”

His feature films include; Being John Malkovich (1999) Where the Wild Things Are (2009) Her (2013)

Artist Self Produced

Artist self produced videos have the smallest budgets and are usually unknown artists.

Making a music video is absolutely vital to promoting their early career.

It allows them to utilise websites such as YouTube which can lead the artist into great success.

Similar to this, Justin Bieber who posted videos on YouTube of him singing covers, he was then later discovered back in 2008 by his manager Scooter Braun.

https://www.youtube.com/watch?v=eQOFRZ1wNLw