purpose of music videos

1. PURPOSE OF A
MUSIC VIDEO
A2- Albiona Ramadani

2. THE REQUIREMENTS OF A MUSIC VIDEO
• Promotional purposes
• Extension of income
• Extension of outlets (music channels etc.)
• Synergy
• Producer strategies

3. HISTORY OF MUSIC VIDEOS
• Music videos were used to promote the song to the audience. An example of a music video was in
1929 for a song called ‘St Louis Blues’ by Bessie Smith. She appeared in a two-reel short film
called St Louis Blues which featured a performance of the hit song. It continued to show in
theatres until 1932.
• Walt Disney released an animated film called ‘Fantasia’ which consisted of eight animated
segments set to pieces of classical music which were conducted by Leopold Stokowski. Seven were
performed by the Philadelphia Orchestra. This was first released in theatrical roadshow
engagements in thirteen US cities until November 13th 1940. Due to the second world war, they
were unable to make profit.
• Tony Bennett was filmed walking along the Serpentine, Hyde Park as his song ‘stranger in
paradise’ was playing in 1956. This led the film to be distributed to the UK and US as well as it
being played by the UK and US television stations. Therefore this led Bennett to claim later on
that he had made the first music vide.

4. MUSIC VIDEOS TODAY
• Nowadays music videos are not watched solely for the music itself but they are appreciated for
their visual qualities leaving the audience uninterested in the audio. This is due to the
increasing trend of music industries to focus on the visual appeal of the artist.
• For female artists, the music industry focuses more on their sexual appeal rather than their
musical talent.
• With music videos, artists and the music industry spend large amounts of their money on the
music video because the biggest focus and anticipation of the audience is on music videos.
• Lip syncing is used in almost all of the music videos that we see today. Usually lip syncing can
help the audience know who the artist is, or if it’s a group they are able to know who is singing at
different points in the song. Lip syncing is a way of artists taking ownership of their voice and
song. In addition, lip syncing helps the audience feel as though they are watching a performance
by the artists as they are seen singing along to the lyrics.

5. HOW AUDIENCE USE MUSIC VIDEOS & HOW IT AFFECTS THEIR
AUDIENCE
Audiences will mostly view the music videos through YouTube where they choose what
video they want to see. Other ways in which audiences view music videos is by music
channels on TV where hits are played with the music video which expands the audience of
the music video.
Music videos help the audience get a better understanding of the lyrics and purpose of the
song. As the main focus is on the artist usually, the artist are a brand therefore will make
audience be intrigued by them therefore will most likely listen to more of their songs and
buy their songs, albums, go to their tours etc. To fans it is a way to connect with the artist
as music videos help them visually see their creativity.

6. PROMOTIONAL TOOLS
• Music videos help the artist promote themselves to the audience hence why they’re usually
the main focus in their videos. In addition, music videos help the artist and record label sell
more CDs, albums and potentially their future tour. This will help bring in a huge income to
both the artist and record label.
• Music videos allow the audience to relate to the song easier as they understand the meaning
of the lyrics better when they visually see it.
• Furthermore, music videos are a form of entertainment which keeps the audience interested
and will like the song too. In future videos the audience will most likely want to watch their
videos as they will remember the videos they were entertained by.
• For the artists, music videos allows them to express themselves however they wish to and lets
the audience know what they are like. It is an opportunity to make themselves unique and
stand out form other artists.

7. OVERVIEW
• Music videos help with the promotion of the artist as their videos, if
entertaining, will most likely be played on music channels therefore
widening their fan base.
• Many artists will use sex appeal in their videos in order to promote
themselves as more people will be intrigued by the video and admire
the artist more. An example of this is Beyonce ‘Partition’
• Music videos offers the artist more recognition as their face will be
seen therefore help them with their fame.
• For the artists, the videos gives them creative freedom. Producers
are able to also use visual marketing techniques within the video to
help sell the song and the artists’ image.
• Some music videos may have been sponsored for their video and
will include their product within the video which increases their
income. An example of this is Ciara ‘Dance like we’re making love’