Purpose of music videos

History of music videos

The first "music videos" as we think of them is
queenBohemian Rhapsody it was made in 1975
Music videos that were animated have been about since
the 1930s
MTV was aired for the first time on August 1, 1981 the
first song they showed was Buggles Video Killed the
Radio Star
https://www.youtube.com/watch?v=W8h5OEivJdA

How have they have changed over

time
https://www.youtube.com/watch?v=sOnqjkJTMaA
In Michael Jackson thiller its a long music video that has a story at the beginning before
the song starts. The story is him going to the cinema to see a horror film with a girl. The
girl gets really scared then leave and when she goes out side Michael Jackson starts
singing and dancing. There is a lot of dancing in the video, its done by other people
including Michael Jackson. This was seen as a short film not really a music video

https://www.youtube.com/watch?v=Rl3ELiPXFRo
In imagine dragons gold its focused on the band preforming not on how fancy the video
is. It just a constant light that are a gold ish colour with a bright flashing light. Theres
slow mo used in the video only for a small amount of time. This is quite simple music
video but its effective.
Music videos have changed a lot over time as they now are more based on the band than
the song as there trying to promote them selfs some music videos are more based on the
song but a lot are on the band

Why music videos are important

Music videos are important as they mean you can see
what the songs about and the band to engage with the
song more. Some people really like a song because of
this. With out music videos music wouldnt be such a big
part of peoples life as they would only know of songs
they have been told about. There would be no
controversy in music to do with what people do in there
videos, where they get hate from what they wear/dont
wear and what they do in it.

Promotion
Music videos promote the singer/band as there music
video might get well know so then people that dont
listen to there music normally might listen to a song and
what a video cause of what they have been told about
the video. This means it will make them more money as
more people will view the song/buy the video.
A example of a music video promoting a artist is
Gangnam style before psy had never been heard of after
releasing the music video it has become the most
watched video on youtube
https://www.youtube.com/watch?v=9bZkp7q19f0

Promoting the aritist/band

Music views can promote a artist/ban by showing them
off and what they can do. Also if it gets hated on then
people will watch it to see why so they get more views
and get seen more.
https://www.youtube.com/watch?v=QK8mJJJvaes
This song promotes Macklemore as someone that wears
used clothes this might be quite controversial as pop
stars are known for being rich and having expensive
clothes and brands in there video when this doesnt

Change of image
A music video is a good way of changing image as the
artist gets seen In the video so they can act differently in
it and it will show there change of image.
Miley cyrus is a good example of this as she went from
being a innocent Disney start to singing naked on a
wrecking ball
https://www.youtube.com/watch?v=My2FRPA3Gf8
This chanced her image massively and from doing
this she got a lot of hate. But it got her noticed and
now everyone knows her new image.

Outlets
Music videos are shown in many different places. They
used to be only shown on mtv, then there was top of the
pops. Now there are loads of different place to watch
them they are shown on tv on many different channels
and youtube. Youtube is the best place to watch them as
almost every music video is on there. This make the
artist money as for each view makes them money so
artists always try to release music videos when they
bring out a new song

Extention of income
Music view are a good way of making money as they can
use other brands and products in there music videos that
make them money such as beats. Beats are used in a lot
of music videos as it promotes there head phones and
shows them being used by artists
https://www.youtube.com/watch?v=EVBsypHzF3U
In lady gaga telephone there are loads of product
placements this made her a lot of money on top of what
the song made her.

Synergy
When songs get used for advert or in tv or film it gets the
son g noticed sometimes this increases the sale of the
song making the artist money and get the song noticed.
Or songs are made for a certain film like alot of disney
films have had there own songs made for them and
some of them get very popular such as let it go
https://www.youtube.com/watch?v=L0MK7qz13bU
https://www.youtube.com/watch?v=jgHS56qMqfk
Imagine dragons radioactive became popular after being
used in this advert this made the band become very

Producer strategy
there are 3 different types of producer
Major label
Independent
Self produced

Major label
A major label has many artist and is a large company that have a lot of money behind them
and they are able to do bigger things and get bigger promotion as they have the money to
do so. The major labels have all the main stream artist/bands under there record label since
2012 there have been 3 big major labels they are
Major labels since 2012 (Big Three)
1.Universal Music Group (part of EMI's recorded music division absorbed into UMG)
2.Sony Music Entertainment (EMI Music Publishing absorbed into Sony/ATV Music
Publishing)
3.Warner Music Group (EMI's Parlophone and EMI/Virgin Classics labels absorbed into WMG
on 1 July 2013)
https://www.youtube.com/watch?v=0KSOMA3QBU0
Katy perry is a example of a artist signed to a major label you tell from her music video they
that the record label has more money from how the music video is with the costumes and
settings of the video and the props.

Independent
a independent doesnt have loads of artists they are
funded by them selves theres on funding from other
people its all done by them selves. They wont have the
best music videos they will not be up to the main stream
standard. They can struggle to get there music heard as
they dont have the money to promote there artists
https://www.youtube.com/watch?v=sKyK1Mme9Sc
sun by two door cinema club is produced by a
independent record label you can tell this as its not a
fancy music video its just a guy singing with his bad
around him and people dancing. This is better produced

Self produced
These music videos are produced my the artist or band them selfs funded by
them selves with no backing. They are almost produced in some ones garage or
bedroom they will have no way of getting publicity apart from if they try hard for
it some some bands make itlike this and some dont some of them become
noticed from doing this and get signed by a major label
Macklemore did this hes not signed my any major label and by doing this hes
been able to promote his own image.
https://www.youtube.com/watch?v=Vhf5cuXiLTA
This music video done by Macklemore is self produced you can tell this by the
way it looks low budget with bad costumes. Also its not filmed the best its
shakey at times. The difference between this and a artist on a major label is that
there would be better costumes and it would be better filmed as they have more
money to put in to production

Styles
There are many different styles of music videos some are
Live like at a concert

parody

Animation

homage

Interpretation

influence of commercials

Narrative
Impressionist
Surrealist
pastiche

Live
A live music video if like a music video that if filmed at a
concert and its them preforming so you get the
atmosphere of the crowd and stuff
https://www.youtube.com/watch?v=UOr0U8z7iLs
This is 50 cent ft Eminem patiently waiting
This makes the viewer feel like there at the concert as
theres the sound from the crowd. This is a good type of
music video as feel like they are there as the the artist
interacts with the crowd thinking there there

Animation
A animation style music video is a good type of music video as some can
be aimed at kids as they are more child friendly they can show some of
there favourite tv characters. Or they can be used to show something
that they cant film such a aliens.
https://www.youtube.com/watch?v=kP4kTAZljM8
around the world by daft punk is a animation stlye music video. this
music video works well as its more interesting than the song so people
focus on the music video not the song and they way there blue people
flying around in a flying guitar to different places. If they didnt do this
the song would be boring and the only type of music video that would
work would be animation as with out they wouldnt be able to
demonstrate the round the world part of there song

Interpretative
A music video with a interpretative style is where the
lyrics link directly to the music video they tell you whats
going on in the video
https://www.youtube.com/watch?v=R7yfISlGLNU
In this song im on a boat by the lonely island the lyrics
tell the viewers whats going on in the video the lyrics
link to whats happening in each shot such as when the
lyrics say im splashing getting every body all wet the
shot in the video is
this links
together

Narrative
A narrative music video is one that tells a story it has a beggining a middle
and a end. Theres normally a purpose for the video theres a storyline for it.
https://www.youtube.com/watch?v=uxUATkpMQ8A
In gives you hell by the all American rejects theres a story line to there video
where 2 neighbours hate each other and there are complete opposites so
they dont get on though out the video they argue and dont get on and at
the end it ends with a stand off and they put there differences aside and the
sort of swap lives. This works well with the song as in the song its about
annoying some one and giving them hell so having a narrative structure
means that they can tell a story about annyoing some people and how at
the end its not worth it and they might as well get on

Impressionist
A impressionist style music video is where they take
inspiration from loads of different places to make one
music video. This could be done by looking at other
videos or looking in the past for something people
would recognise such as the idea of a typical police man
from the 70s with long brown hair and mirror
sunglasses this was done in sabotage by the beastie
boys https://www.youtube.com/watch?v=z5rRZdiu1UE
this has used the cops well to show how they are
thought to have been back in the 70s

Surrealist
A surreal style music video is a type of video that is un
realist like nothing can happen in real like theres no way
it would happen to anyone
https://www.youtube.com/watch?v=RWdlPXZUj6w
in this video mister heavenly bronx sniper the guy spills a
drink on his action figure and it comes to life and grows
in size there is no way that a thing like that would really
happen so its so surreal as its never going to happen to
a kid

Pastique
A pastique music video is one that has a imitation style
to it like its normally influenced by something. This can
work well if the artist is trying to copy a film or
something in a music video
https://www.youtube.com/watch?v=4PkcfQtibmU
In foo fighters walk its influenced by the 1993 film falling
down thats about a guy having a break down. In the
video its the same the guy walks to places and has
arguements and disagreements with people can cause
violence out break

Parody
A parody is a piss take off a song alot of main stream
songs will have a few made of them. There a certain
people that are known for making them. They normally
try to stay similar to how the song is and the video but
they change the words for a laugh and make the video
so it takes the piss out of the original one. These work
well as they are popular due to them making someones
favourite song funny.
https://www.youtube.com/watch?v=D4npUdfEmbQ
In this video by the midnight beast they take the piss out
of tic tok by kesha. They have done it well by changing

homage
Homage videos are similar to parody in that the music
video imitating something but in the case of homage,
the mimicking is designed to pay tribute or show
respect. Whereas parody is used to mock a media
product or star, homage is used to show respect.
https://www.youtube.com/watch?v=DksSPZTZES0
In this song by Justin timberlake he does a lot of things
similar to Michael Jackson he does this to pay respect to
one of his idols.

Cutting to the beat

In some music videos they use cutting to the beat that is
where when the beat changes in the song the video
changes angle and it cuts to a new angle
https://www.youtube.com/watch?v=K4dx42YzQCE
In this song by the white strips when ever theres a drum
beat in the song a new drum gets added this works well
for this music video as its made it remember able for
the viewer. It works well with the amount of drum beats
in the video

Effects
Effects are used to add more effect to the video to make
it more vishually pleasing. Theses can be done with a
green screen or added in when the video is put together
in post production, such as titles
https://www.youtube.com/watch?v=p7--ta7IpUE
In this video they have used effects to add in the words,
drawings and shapes this works well as they are
mugging off this girl and they are able to take the piss
out of them with it and then green screen is used to add
inb the back ground with the speakers

Lip syncing
Lip syncing is where a singer sings along to there song
when there clearly not singing it there just miming along
https://www.youtube.com/watch?v=nfWlot6h_JM
In taylors swifts shake it off she lip syncs at many points
in this video it works well as its properly in sync and not
out of time. It works well in this video as when shes not
dancing she can sing so its more of a performance than
just her dancing to her song

Multi image
Multi image is where there are 2 images displayed at the
same time
https://www.youtube.com/watch?v=-CmadmM5cOk
This is used in taylor swifts song style this is done by
having her outline with different videos inside her

Camera movement
Camera movement is important as it adds depth to the
video without it It would look boring and flat with no
movement
https://www.youtube.com/watch?v=Va75GaPv5jY
This song has movement in the most clips of like zooming
in and stuff this adds depth to each clip as its gives the
viewer more interest watching the video

Camera angles
Camera angles are important as each camera angle can
mean a different thing. All music videos have different
angles like rapping videos normally have low camera
angle to make the person look bigger.
https://www.youtube.com/watch?v=CtwJvgPJ9xw
In the video there are various angles these are used to
show off the rapper with loads of close ups on the head
to show them off and theres close ups on items in the
video that are relevant to the video

References
https://uk.answers.yahoo.com/question/index?qid=20061016044944AAUB8Ob
https://www.youtube.com/
http://
www.nielsen.com/us/en/insights/news/2014/behind-the-music-video-how-important-are-videos-to-both-artists-andbrands.html
http://www.slideshare.net/mattwako/presentation-on-music-videos-and-their-importance
http://www.musicvideosubmissions.com/music-video-networks/
http://music--videos.weebly.com/purposes/extension-of-outlets
http://www.record-labels-companies-guide.com/links-major-labels.html
http://en.wikipedia.org/wiki/Record_label
http://www.slideshare.net/jphibbert1979/synergy-6807548
http://mediachs.edublogs.org/the-importance-of-cross-media-convergence-and-synergy-in-production-distributionand-marketing
/
http://christiansmithunit29.blogspot.co.uk/
http://coral-t.blogspot.co.uk/2011/10/purpose-of-music-videos-extension-of.html