1. The Purpose of Music Video
Music videospromotesartiststoaudiences.Itisalsoa way to
entertaintheiraudiencesthroughvisual imageryintegratedwiththe
song,whichleadstothe audience havingagraspof whatthe song is
about,as well as,leaving areactiontowardstheiraudiencesto
remember.Itâsalsoaway to gainincome throughview countsand
replays,therefore,theycanmonetisedthroughit.
Artistsâusesmusicvideotoestablishtheirimagestothe broader
audience,some artistsusestheirnamesorrecognisable iconor
symbol astrademarks.For example,The Hivespromoted
themselvesthroughthe musicvideoof âHateto Say I Told You So?â
by havingtheirbandname in the bass drum, whichiseasily
accessible througheyesandthe strapsof the guitars.They used
intentionalcostumes,whichrepresentsthemasa bandwith
uniformlike styleâpunkera. The song isveryrepetitive,which
makesiteasierforaudiencestorememberâthisisan example of a
performingsongratherthannarrative musicvideo.
In âIWant You Aroundby RamonesâbyRamonespromoted
themselvesthroughoutthe videobyhavingposters,vinylandt-shirt
wornin the musicvideo.Theyusuallywearrippedjeansandleather
jacketsas a trademarkfor the band.
Music videos alsopromote directorsandbehindthe cameracrew to
buildreputationandbe recognisedthroughtheirwork.âAllis Full of
LoveâwhoâsdirectedbyChrisCunninghamshowedhow someone
frombehindthe cameraget recognisedthroughtheirwork.
Cunninghamâsskillsbehindthe cameracame intoplaythroughthe
Figure 1 Figure 2
Figure 3 Figure 4
3. videosandlimitedsetandvenues,aswell ascostume changes.They
wouldoftenbe seeninYoutube andtheirownwebsites.
Self-producedartistsmaytake upmakingtheirownvideos,thisis
probablydue tolimitedbudget.Theseartistsoftenuse thisasaway
to promote themselvestogainfanbase andexposure âthiscould
oftenleadtosigninginwitha label.The advantagesof thiswouldbe
that the artist wouldhave artisticcontrol overthe musicvideoandit
iscost effective due toeasydistributionandaccess.Since theyare
limitedwithbudget,the qualityof theirproducedvideomightbe
lowto moderate.
There are some artistsâwhocreate musicvideosto promote an
artisticmovementorpolitical messagestogetthrougheveryone.An
example of thiswouldbe SiaâThe Greatest,whichhadasymbolic
meaningthatcommemoratesthe OrlandoMassacre â the Pulse
ClubShooting.
Artistsgainsroyaltiesorpaymentseverytimetheirmusicvideois
airedinmusicchannelsor Youtube,aswell aswhenitâsplayed
throughthe radio.
For the non-mainstreamerartistsitwouldbe difficultforthemgo
getmore airplaysindifferentplatformsdue tothe mainstreamersâ
top hits. Although, Youtubeâs agreatplace to start forun-
establishedartists,itwouldbe hardforthemto have a
breakthrough.Asof 2016, music inYoutube isonly4.3% basedon
dailyuploads,therefore,thereâsdisparitybetweenmainstreamers
and un-establishedtalents.Andoutof the 4.3% uploads,thereâs
only40% contributingtothe musicvideos. However,Facebookis
becomingmore and more popularwayto share videosasYoutube
has become oversaturated.
Figure 9
4. These are the top3 mostviewedmusicvideosinYoutube,
Despacito,LuisFonsi,3.10 billion;SeeYouAgain,WizKhalifa,3.01
billionand GangnamStyle,Psy,2.92 billionasof late 2017[1]
.
There are differenttypesof mediaoutletsthatallowsustoaccessto
a mediatextsuchas television,thereare variousmusicchannelsto
access;internet,websitesof the artistsandYoutube.Apple Music
alsoletâsApple userssee musicvideosof the musictheyâre listening
to, some artistsâhasmerchandise bundleswithDVDsaccompanying
CDs of theirtracks â the DVD wouldhave digital contentssuchas
behindthe scenesandmusicvideos.
Synergy,in media,isthe promotionandsale of a productsubsidiary
to the mainproduct or company.
An example of synergisticmarketingwouldbe buyingtrademarks
like Disneyformarketingpurposes.Forexample,clothingstoreslike
Uniqlo,CathKidstonandPrimark. BothDisneyanditspartners
wouldbenefitfromthistrade.AsDisneyloverswouldbuy
merchandisesof MickeyMouse.
Figure 10
Figure 11
5. An example of thiswouldbe ParamoreâsDecode asoundtrackfor
the filmTwilight.Due towide range of teenageraudience,the song
wouldgarneraudiencesfromthe filmâsfans.
Music videosare populardue tothe artisticcontentthat it offersto
the audience accompanyingthe music.Itâsalsothe factthat the
internethasbecome more accessibleandshareable forthe wider
audience.Musicvideois themostpowerfulbranding toolforartists,
be it played on nationaltelevision or not[2]
.
Figure 12 Figure 13 Figure 14
Figure 15
Figure 16
