Purposes

of Music Videos

One of the purposes is to promote the music videos. They have to sell the song and
they have to create a reaction from the audience so they remember the music video.
This is done to give the audience a better understanding to what the song is about.
This is all done so the music video can entertain and show off all of the artists
talents towards the audience. Marketing has to be done to expose and expand the
horizon of the artists profile.
Promoting an artist can be done very simply all that is needed is a substantial
amount of advertisement. A music video that has had this much attention is
Gangman Style the fist music video on the internet to hit
1 billion views. It won the best video at MTV Europe Music
Awards. One of the main reasons for this video getting so
many hits is because of the social networking making it so
popular. All of this attention towards Psy meant it lead him
possible collaboration opportunities, it was the same for
Justin Bieber when he became well known. This music
video caused the share price of the record company to increase by 568.8%. Since the
music video was produced 3 years it has since then risen
all the way up 2.5 billion views which is a third of the
worlds population all watching the same video.

Another purpose of music videos is to change the image. The change of image is
different for every music video because every artist wants to display the passion in a
music video a different way. Most artists will set a certain mood in the music video
by attaching a song to certain experiences. The concept of selling artists through
images is carried by the record companies, this is because they are the ones
advertising and selling the video on a bigger scale. The artist needs the record
company because it is an essential.
A music video where change image was used is Duran Duran Girls on Film where
is shows sexual and erotic imagery. The video director Kevin
Godley agreed that the video was made to promote he song
through sensationalism and this is all in all so that people start
talking about it and making sure it gets in their head.

There are many outlets where all of these music videos can be downloaded through
websites. All of the old outlets like MTV a music channel where all it is, is music
videos being played throughout the whole day. But now MTV is now not interestingly
a music channel, all of the music video used to be played on television on specific
music channels. Different labels all work together with MTV to ensure the playing of
their music videos. This leads to an increase sale of certain artists and genres.
All audiences for music videos can find it whenever they want by simply using the
internet. Word of mouth I also very important for a music video because human

interaction can give different recommendations for music videos, especially on social
networking sites. Different type of music videos can create different amount of
viewership such as all controversial music videos help to create a buzz which makes
the audience want to watch it more and more. Although controversy music videos
allow the artist to get more mainstream media leading to more exposure.
Another outlet where music videos can be played online is YouTube and all the music
videos are there because it is the most popular place to watch them. Vevo whom has
a contract with YouTube uploads all of the music videos for the world to watch for
free. YouTube can be used for a downloader as well which is very useful for people
to use. But YouTube can ban music videos from their server, such as MIA produced a
music video called Born Free and it had to be taken down due to it containing
images of violence.

The extension of income is very impressive because although an artist or a band has
retired they can still have their music video played on television or on the internet
which creates more income for them even though they are retired from producing
music. Some artists are recognized and remembered
years later solely due to the memorable music video
that they produced. An example of a music video
where it has been recognized years after is Bohemian
Rhapsody by Queen it was seen as the first music
video to ever be made. But it is still seen and it is still
making hits on television and on the intranet.

Synergy is where two areas of media work together, this is meant by an artist who
releases a music video where there are scenes from a Hollywood film. Doing this
helps to promote the film. Although the artists song will be featured in the film
which will expand the artists viewership. There are many examples of synergy music
videos that are in a film, such as Happy by
Pharrell Williams was also used in
Despicable Me 2. Happy became a
massive hit as a music video hitting nearly 800,000,000 million
views which is remarkable since the song was a big hit it meant
that Despicable Me the movie was also a big
hit, when it was released it was very popular
especially for the younger generation. Another example is
Skyfall the song by Adele it was also used in the film James
Bond 007 Skyfall, the music video did not receive as many
views as Happy but it just shows a good example of
synergy. Although the film Skyfall was a big hit due to
James Bond movies being very well known, the movie
would have expanded Adeles viewership and how well
known she was.

Producer Strategy

Major label strategies can be done in many different ways. Different music labels will
make partnerships together so they can both benefit of each other. Vevo have a
partnership with Sony music Entertainment and Universal Music Group. They are the
host of a music video account on YouTube where they have every single music video
and at the start of every music video there is an advert which produces revenue. This
allows all of the music companies to regulate the online
distribution of their music videos allowing them to make a
profit out of it. For Vevo they have created many different
applications on different devices, doing this allows easier
access to music videos which means more views which
then means more money for Vevo.


There are many independent artists, some have become very famous all from
working independently such as Ed Sheeran. Artists that are signed with small record
labels or whether they are just an independent artist and it not
signed to any record labels they do not have the budgets that
their major label counterparts have. All of the
independent artists music videos are solely to
increase people interest in their music. There
wont be any product placement or any
opportunities for synergy, it is harder for
independent artists to become very well known like Ed Sheeran. MTV in return for
good music videos with good music they return the favour to the artist by turning
them fro artists too stars.


Self prduced artists have the smallest budgits and usually these artistsare not very well
known. Very few artists that are self produced are famous. For artists that are self roduced
it is critical that they create a music video because it promotes them when they are early in
their career. Making a music video as a self producer allows them to
utilise websites such as YouTube
which may lead to great success.
YouTube is one of the key factors to
success for self produced artists
because YouTube allows easy access
for the public to watch videos.
Justin Bieber was a self produced
artist, he put music videos on YouTube until an American Talent
Manager called Scooter Braun came across his videos on YouTube.
Soon after Scooter Braun became his manager. Now Justin Bieber has become a huge
success becoming unbeleivably famous. Everyone has heard or knows who Justin Bieber.

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