3. Purpose of a Music Video
What is a Music Video?
A Music Video is a short film integrating a song and imagery, produced for promotional or artistic
purposes. Modern music videos are primarily made and used as a marketing device intended to promote
the sale of music recordings. Most music videos tell a story or deliver a message, to embrace the
audience and grab their attention, making them more interested in the song or album persuading them
to buy it. Music videos are a good way for directors and film makers to express their creativity and
passion. Music Videos use a wide range of techniques and styles in order to promote their video such as
animation and time-lapse and many more
The Purpose of the Music Video is to sell the song and to let you remember it. Also it gives the listener a
better understanding of the song if the video is narrative. The main purpose is to entertain people by
showing off their talents to the whole world. To sell CD’s and DVD’s to viewers. Creating a memorable
visual for the song increases its chances to sell, shops that do this are HMV, Amazon and other retailers.
It also gives record companies a chance to see new coming artists such as YouTube so that they discover
the next big thing.
Music Videos now days are really important because it’s a next level to an artists music career, another
way to get their music across to the audience in the 1970’s music videos weren’t that important than they
are now in the 21st Century, this is why I understand the purpose of music videos.
4. Purpose of a Cross-Media Production
Cross-media marketing is a form of cross-promotion in which promotional companies commit to
surpassing traditional advertisement techniques and decide to include extra appeals to the products
they offer. The material can be communicated by any mass media such as e-mails, letters, web pages,
social media or other recruiting sources. This method can be extremely successful for publishers because
the marketing increases the ad’s profit from a single advertiser. Furthermore, this tactic generates a
good connection between the advertiser and the publisher, which also boosts the profits.
One of the first steps to integrate cross media tactics effectively into a specific project is to evaluate and
examine a customer’s preferences:
Scheduling: When should I contact the customer?
Rate: What is the correct time frame to leave between the delivery of my first, second and third
message to the customer?
Pacing: How frequently should I check up on the customer?
Incidence: If a customer is not responding, how long should I continue to pursue the offer?
5. Purpose of a Website
Different kinds of websites have different purposes depending on who the intended audience is. Some
websites are geared towards selling products and other websites are geared towards providing practical
information, while others are plainly for entertainment.
The Purpose of Informative / Practical Information Websites is to convey specific, helpful information to a
specific audience so that the reader learns something new or understands a topic better. These websites are
geared around more actionable information and may contain “How to’s”, tips and tricks, fix and repair,
guidance, support information, directions, instructions, etc.
The Purpose of Entertainment Websites are to showcase entertaining information for visitors. Online
magazines, gossip oriented websites, celebrity news, sports coverage, movies, the arts, humorous websites,
etc. These websites are designed to be easy to navigate and frequently updated in order to keep users
coming back for more information. They can be made more engaging by using dynamic content, such as
videos, podcasts, slideshows, etc.
The Purpose of E-Commerce Websites is to sell products to users. The most successful websites are
carefully optimized to achieve a high percentage of purchases. To achieve success e-commerce websites
need to intergrade all of the latest online closing and upsell techniques available which have been proven to
increase the chances that a visitor will purchase. There are many important elements that go into building a
successful e-commerce website such as removing friction during the purchasing process, making the
checkout smooth and easy, making the website fast and attractive, up selling users on related products,
incentivizing buyers, reducing cart abandonment, nurturing past buyers to buy again, remarketing to past
visitors who haven’t yet purchased, using the proper payment options, having a mobile ready design, etc., etc
6. Purpose of a Website
The Purpose of a Service-Based Business Website is to convince website visitors that they should become
customers of the service company. This is done by positioning the company as a dependable, trust worthy
and experienced service provider in the target market. Visitors will pre-screen potential service providers by
reviewing their websites before they make any phone calls. During this process, they are trying to find the
best company that will meet their specific needs. They are trying to ascertain how expert the company is, the
quality of the work they will receive, whether the provider has a good reputation and how long the company
has been in business. Visitors can be helped by providing them with information and articles which
demonstrate your knowledge, a visual portfolio of your work, videos, customer testimonials and so on.
The Purpose of a Blog is to provide a regularly updated website or web page, typically one run by an
individual or small group, that is written in an informal or conversational style. Blogs can be started up very
easily online using a number of free services, such as wordpress.com. There are many personal and
professional blogs out there that are entertaining to read and which give a very personal insight into a
person’s life. Blogs can be for entertainment purposes or used as an online journal or used by companies to
keep their customers abreast of what is going on. The hallmark of a blog is that it’s very easy for an untrained
person to maintain with little to no technical knowledge.
The purpose of social media websites are to make it very easy to share and connect with friends, family, co-
workers, acquaintances and even strangers. Social media websites make quick and easy work out of building
up a network of connections so as to keep in touch, share daily experiences, photos, interests, preferences,
etc. Social networks can be used for both personal and commercial purposes. Businesses use social networks
to build direct connections with their customers which allows them to get feedback on their products and
services and allows them to learn more about what their customers really need and want.
7. How different Media Platforms can be used to
promote and distribute the music/artist/band
Social Media
By using the same images and videos across social media it makes it more
memorable and recognisable for the audience
Reaches the target audience who use social media the most
Cinemas/Screens in Public
TV Adverts
8. Synergy
Synergy is where two or more forms of media combine to make a promotional video. Many songs
are featured in certain films but a lot of music videos contain scenes from a film because it was
featured in the original film.
There are quite a lot of films that are featured in music videos in recent times and they draw an
audience in because the fans of the actors/actresses in the movie, the fans of the story of the movie,
and the fans of the artist singing the song are generally all interested which makes it spread round
and everyone is aware of it.
Similarly to films, there are various music videos that relate to TV programmes. Sometimes the
audience will know the artist better or the TV show better; either way it still doubles the audience
and helps spread the word around.
9. Music Marketing
Knowledge of how to target and reach markets
Awareness of all current sources of income
Knowledge of all established procedures of music commerce
Ability to develop innovative new business procedures
Knowledge of how to take full advantage of all music and
media technologies
Willingness to take initiative, to work proactively rather than
passively and not wait around to "get discovered“
The Four important Marketing tips
Product
Price
Place
Promotion
Merchandising = Presenting a product in a way that creates positive associations in the consumer.
11. What is Pop Music?
Pop music is a term that originally derives from an abbreviation of popular. Its a genre of popular music
that originated in its modern form in the western world during the 1950s and 1960s ,deriving from rock
and roll.
Popular music began with a lively new music called swing in the US in the 1930s. Frank Sinatra and Bing
Crosby sang with big swing bands and later became solo artists. In the 1950s rock and roll joined
together with teenage love and youth rebellion, which was a louder and more exciting type of pop.
Early Pop Music - It has been a money making business in America sing the 19th century, however early
pop/rock is a style that took its shape in the rock and roll era, once the higher ends of the record
industry had come to terms with the new types of music. Early pop/rock came together in the late
1950's as the rock and roll faze started to die down, and a lighter , slightly calmer(but similar) different
type of rock was needed. Early pop/rock was guided by the arrangements , beat and style of rock and
roll , and it sounded just as good as rock and roll on the radio.
12. Examples of Artists within the Pop Music
Little Mix
Ariana Grande
The Vamps
Britney Spears
Justin Bieber
Anne-Marie
Harry Styles
BTS
Queen
Imagine Dragons
Beyonce
Halsey
Drake
Panic! At The Disco
P!nk
Lady Gaga
Bruno Mars
Shawn Mendes
Ed Sheeran
Cage The Elephant
Taylor Swift
Maroon 5
Sam Smith
twenty one pilots
The Chainsmokers
XXXTENTACION
Katy Perry
Bebe Rexha
The Beatled
BLACKPINK
Florence + The Machine
Adele
Michael Jackson
Camilla Cabello
Bastille
5 Seconds Of Summer
Metallica
Kendrick Lamar
Carrie Underwood
The Rolling Stones
Marshmello
13. The 6 Central Genres
The anti-performance piece – videos which do not contain performance of the song.
Pseudo-reflexive performance – videos which display the process of video production.
Performance documentary – videos which contain verité documentary footage of onstage performance
and/or offstage activity.
The special effects extravaganza – videos in which human performance is over shadowed by spectacular
imagery.
The song and dance number - videos which focus on the physical ability of the dancing performer(s)
and the vocal presentation of the song, usually through lip-synching techniques.
The enhanced performance – videos which blend performance elements with other visual elements, a
blend justified through either associational, narrative, or abstract forms of motivation.
14. Sub-genres?
Bubble-gum pop - an upbeat sound contrived and marketed to appeal to pre-teens and teenagers
e.g. ABBA
Country pop - is a fusion genre of country music and pop music e.g. Taylor Swift
Dance pop - a popular music sub-genre that is generally up-tempo music intended for nightclubs
with the intention of being danceable but also suitable for contemporary hit radio e.g. Michael
Jackson
Indie pop - a music genre and subculture that combines guitarpop with DIY ethic in opposition to
the style and tone of mainstream pop music e.g. Sia
Boy bands - A boy band is loosely defined as a vocal group consisting of young male singers, usually
in their teenage years or in their twenties at the time of formation e.g. The Vamps
Girl bands - A girl group is a music act featuring several female singers who generally harmonize
together e.g. Little Mix
Teen pop - a subgenre of pop music that is created, marketed and oriented towards preteens and
teenagers e.g. Justin Bieber
Latin pop - refers to pop music that contains sounds or influence from Latin America, but it can also
mean pop music from anywhere in the Spanish-speaking world e.g. Shakira
15. Genre Conventions - Theorists
Key Codes & Conventions by Andrew Goodwin
There is a relationship between the lyrics and the visual [ with visuals illustrating, amplifying or contradicting the music].
There is a relationship between the music and the visuals [again with amplifying or contradicting the music].
Particular music genres have their own music video style and iconography [such as live performance in heavy rock or
choreographed dance routines in RnB]
There is a demand on the part of the record company for lots of close up’s of the main artist/vocalist.
The artist may develop their own star iconography, in and out of their videos, which, over time, becomes part of their star
image.
There is likely to be reference to voyeurism, particularly in the treatment of women, but also in term of systems of looking
(screens within screens, binoculars, film and movie camera, etc).
There are likely to be intertextual references, either to other music videos or to films and tv texts [this may or may not
feature actors from the original film or tv programmes].
The 3 Basic Music Video Structures
Performance
Narrative
Concept
A combination of more than one of the above
