Music videos provide several benefits for artists and record labels. They promote the artist's music and brand to gain more publicity and views online. Artists also extend their income through merchandise sales at live performances and online. Interviews in magazines and festivals help artists further extend their reach to new audiences. Record labels and artists utilize promotional strategies like distinctive imagery and an online presence on websites and social media to connect with fans and promote the artist in popular and engaging ways. Research shows Crystal Fighters have effectively used music videos, merchandise, interviews and an online brand to promote their music and extend their income sources and audience.

1. Music Video Purposes Analysis
Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience
Provide an explanation in
relation to benefits
(promotion, extension of
income & outlets, synergy
opportunities and strategies
used by producers to benefit
label and artist)
Provide any research evidence you can find that supports explanations of benefits for artist, record
label and audience
Promotional Crystal Fighters promote their
music on websites such as
YouTube and Spotify with their
song reaching 1,862,063 views
since September 2010. Crystal
Fighters often make remixes or
acoustic versions of their songs
which feature on YouTube to
gain more publicity.
http://www.youtube.com/watch?v=d9n7DMqbwgU
Extension of
income
Crystal Fighters sell
merchandise such as clothing to
extend their income, the
merchandise is sold online and
also at live performances and
shops which makes it widely
available and very popular with
the fans.
http://shop.crystalfighters.com/gbp.php

2. Music Video Purposes Analysis
Extension of
outlets
Crystal Fighters extend their
outlets by featuring in
interviews such as at the
Lovebox festival in 2012 which
interviewed many other artists
including Netsky and Skream.
http://www.clashmusic.com/feature/crystal-
fighters-interview-lovebox-2012
Synergy Promotional products of Crystal
fighters often feature a
colourful cartoon style with
images of people which are
easily recognised.
http://www.crystalfighters.com/album
Producers
strategies
Crystal fighters have promoted
themselves through tours and
such but now using their
website ,Facebook, Twitter and
YouTube seem to be the better
options now that technology
has developed as the fans can
become more involved with the
band and connect with them.
http://www.crystalfighters.com/

3. Music Video Purposes Analysis