Music Video Purpose for One Direction

1. Music VideoPurposesAnalysis
Comment on the following aspectsin relation to PURPOSES and BENIFITS for artist/band and target audience
Provide an explanationin
relationto benefits(promotion,
extensionofincome & outlets,
synergy opportunitiesand
strategiesusedby producers to
benefitlabel and artist)
Provide any research evidence youcan findthat supportsexplanationsof benefitsforartist,
record label and audience
Promotional UK boy bandOne Directionisa
great example of how
promotional workcanbenefitan
artistand theirmusic. One
Directionwere firstall individual
acts on BritishTV Show - The X
Factor in2010. None of the boys
made it throughas individualsso
the judgesputthemtogetherto
forma group.From thenon,they
became more and more popular,
especiallytoyounggirls.
Althoughtheydidn'twinthe
show,theystill signedupto
SimonCowell'srecordlabel
company'Syco Records'.
AppearingonITV everyweekfor
a couple of monthsis great
promotional workforthe band.
It getsthemwell knownand
people talkingaboutthem,
whichwill helptheirfuture work.
All 4 of theiralbumshave
rocketedtonumber1 inthe
charts, alongwiththeirhit

2. Music VideoPurposesAnalysis
singles.Theirachievements
include 6Brit Awards,4 ,MTV
videomusicawards,11 MTV
Europe awards,7 American
musicawardsand 19 Teen
Choice musicawardsfrom19
nominations. Theyalsohave
theirownYouTube channel to
postvideosfortheiraudience,
whichalsohelpspromotional
workas theybringin millionsof
viewsonthose videos.
Extensionof
income
A goodextensionof income is
throughYouTube.YouTube pay
channelswithacertainamount
of subscribers,wheneverthey
create a video.Thisdependson
the viewsthe videogets,aseach
viewwill be acertainincome.
The paymentIs roughly£1 per
1000 views.Soforexample,One
Directions‘WhatMakesYou
Beautiful’musicvideoreached
over760 millionviews.The One
DirectionYouTube channel will
make moneyfromthe viewsand
monetizationoff thisvideo.From
viewsalone,thisvideowill have
made £760,000; not to mention
the moneyrose from
advertisements.Thisisjustone
of theirvideos;theyhave 16
videoswhichhave 100 million

3. Music VideoPurposesAnalysis
viewsormore up on their
channel.Theyhave 20 million
subscriberswithover6billion
viewsacrossall theirvideos.This
wouldmake a lotof money.This
showhowgood an extensionof
income thatYouTube is.
Extensionof
outlets
Extensionof outletsisvery
similartoextensionof income,
but alsomixesinwithexhibition.
As well asYouTube,artistssuch
as One Directioncanuse other
social mediawebsitesto
advertise andfortheirextension
of outlet.One Directionalso
have a Soundcloudaccount
where youcan listentotheir
music.Thisallowsfansandany
otherpeople tolistentotheir
songsfree of charge.This can
helpgrowtheirfanbase even
more.Theyalsohave theirmusic
on the Apple store forApple
products.Thishelpsgenerate
extramoneyforthemand helps
gettheirmusicin the charts.
Social mediasuchas Facebook
and Twitterhave alsoquickly
become verypopularwith
artists.Theyfindita way to start
campaignsor promotionsfor
theirmusicand musicvideos.
Many artistsalso announce tours
https://twitter.com/onedirection?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

4. Music VideoPurposesAnalysis
or concertsvia social media.
Synergy Synergyiswhere 2 organisations
come togethertocreate one
product.For example
sponsorships.SoOne Direction
workedalongside Honda,before
theirtour of the US started.
Honda askedthe groupto design
theirowncustomisedHonda
Civic.Hondahave offeredout
multiple prizesaspartof the
workwithOne Direction.For
example,1of the prizesare flight
ticketsandticketsforthe concert
ina specificcity.Some winners
alsoget the chance to meetthe
groupthemselves.Thisworksfor
bothparties,as itgetsOne
Directionmore well-known(not
that theyaren’talready) and
showsthemdoinggooddeeds.It
isalso goodfor Hondaas it gets
more people buyingtheir
productsand createsmore
attentionforthemselves. They
made thisintoa commercial and
alsouploadedvideosfromthe
behindthe scenestoYouTube.
https://www.youtube.com/watch?v=ptukcs-zZIg
Producers
strategies
One directionoftenhave helpor
supportwhenwritingsongsfor
theirnewalbumsorhit singles.
Obviouslysome of theirlyricsare
createdby themselves,butalot

5. Music VideoPurposesAnalysis
`
of theirsongstheyhave had
otherpeople writingorhelpto
write songsforthem.Theyhave
workedwithartistssuchas Ed
Sheeran, whowrote theirsong
‘Little Things’,aswell aswriting
songsfor 3 of their4 albums.
WhenOne Directionfirststarted
creatingmusic,theyhadlotsof
helpfromotherpeople writing
theirsongsfor them.Asthey
have progressed,become more
popularandmature,theyhave
startedco-writingsongswith
otherartistsor song writers.
Latelytheyhave beenworking
with2 individualsonanew
album.