1. Music Video Purposes Analysis
Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience
Eminem
Promotional
Provide an explanation in relation to benefits (promotion,
extension of income & outlets, synergy opportunities and
strategies used by producers to benefit label and artist)
To get people to know about the artist’s new song or tour
they need to promote it, literally by advertising it, often in
person. Promotional material and appearances are key in
the success of what is trying to be sold. For example,
Eminem released a new album in 2013: ‘The Marshall
Mathers LP 2”. One of the songs released on the album was
entitled ‘Berzerk’ and was released as a single shortly
before the album. As this song was the marquee hit for the
album, Eminem performed the song on various talk shows,
across different countries to promote it.
Before his performance on ‘The Jonathon Ross Show’ the
presenter introduces Eminem and tells the audience about
the release of the album, even holding it up to the camera
for show. Performing advertises the song and album to a
huge audience as millions of people including fans will
watch and then want to buy it. This may also introduce him
to people who are currently unaware of him or his music
Other forms of promotion include advertisements on TV
and before official YouTube videos of Eminem or other
artists under his record label. The latter is very common as
companies want their artists to be as successful as possible.
In 2010 Eminem released an album titled “Recovery” which
was followed by a tour of the same name. The album will
have helped promote the tour as fans will want to see the
songs performed live.
Provide any research evidence you can find that supports explanations
of benefits for artist, record label and audience
Jonathon Ross holding Eminem’s new album, just before the
performance of one of the albums main hits, Berzerk.
http://www.youtube.com/watch?v=TPsEVyxO9YM
Eminem’s main YouTube channel features a header advertisement of
his new album, which allows people to know that it is now on sale.
http://www.youtube.com/user/EminemVEVO?feature=watch

2. Music Video Purposes Analysis
French Talk Show:
http://www.youtube.com/watch?v=0yt8eGRTCzQ
American Talk Show:
http://www.youtube.com/watch?v=w7IlXq2qlRc
Extension of
income
Extension of
outlets
Extension of income relates to things that are being sold by
the particular artist to increase the amount of money that
they make. Eminem CD’s will be the main source of his
income as he has released many over the past 15 years,
including compilation albums. Other than selling music
Eminem benefits from selling a wide range of goods related
to his brand name. For example his official online store sells
everything from t-shirts and posters to wristbands and
hoodies. Each of them bears his name (Eminem or the Slim
Shady variant) or a name of one of his songs and an image.
Many fans will want to wear some of these items to show
that they are fans of Eminem and at the same time they will
be a walking advertisement, as other fans may see someone
wearing one and decide to purchase one for themselves.
Other than online these types of products will be sold at his
concerts, with many people wanting to purchase something
to show that they were there and as a souvenir. Eminem
will make money from the sales of these items, with some
going to the distributors.
Extension of outlets refers to where the artists’ products are
being sold, shown or distributed. A music video can give
Eminem numerous ways to expand his potential audience
as it increases the ways in which a song can be accessed.
These include the internet, television and DVD’s. On social
media sites people can like and share videos, which can
then be viewed by their friends. A media retailer such as
Eminem’s official store:
http://eminem.shop.bravadousa.com/Dept.aspx?cp=54359_62515
Between 2010 and 2012, Eminem was on a tour named “The Recovery
Tour”. This tied in to the release of his album titled “Recovery”. Fans of
the album will have been enticed to go and see the songs perform live,
while people at the show will have purchased more Eminem
merchandise relating to the tour and album. This will have increased
income for the artist.
http://en.wikipedia.org/wiki/The_Recovery_Tour
Eminem T-shirt:
http://www.asos.com/ASOS/ASOS-T-Shirt-With-EminemPrint/Prod/pgeproduct.aspx?iid=3474564&r=2
Other clothing stores that sell Eminem goods:

3. Music Video Purposes Analysis
HMV may bundle Eminem products together such as CD’s,
DVD’s and T-shirts. This would introduce fans to things that
he has on offer across different platforms. On iTunes, his
music can be downloaded to apple products with some
money going to them and some going to Eminem. Music
videos can now be purchased individually, so the footage is
now being paid for when usually it would be free. YouTube
also distributes Eminem’s music with his videos being
shown on his official channel. This will make him more
money as his videos feature advertisements so, every time
someone clicks on one he will receive a small amount of
money. Music videos are often shown on various music
channels and on on-demand services, which may capture
the attention of a casual channel-flicker. As Eminem is a
mainstream artist he will often appear in chart count-downs
so many people from fans of different genres will most
likely come across his music. Eminem will receive money for
allowing his music to be played on TV, which comes along
with the advertisement the videos are giving him by simply
having a presence on television.
Music videos are becoming more and more creative and
extravagant with sophisticated effects and A-list celebrities.
In his “Love The Way You Lie” video, the two characters in it
are played by Megan Fox and Dominic Monaghan. Those
two alone would attract viewers as Megan Fox is seen as a
sex symbol and Dominic Monaghan is a popular actor. The
video may be interesting to people that are not fans, as they
may enjoy the type of video and the actors in it, possibly
more than the accompanying music.
Other outlets include shops which will pay to use his image
or anything related to him on some of their items,
commonly clothing. The wide amount of places for the
consumer to purchase Eminem goods increase availability,
which will see larger revenue for the artist. Radio is a large
distributor of music and this will often be where many
people will hear songs for the first time. Some radio stations
will play Eminem’s songs, possibly with an introduction
stating its position in the chart or the name of an album.
http://www.redbubble.com/shop/eminem+t-shirts
-------------------------------------------------------------------------http://www.peacocks.co.uk/mens/shop-department/tops/mens-tshirtss-eminem-black.html
This will benefit Eminem and the seller (Peacocks) as they will both
make money.
The t-shirt clearly features Eminem’s face on it. The company will have
had to obtain the rights to his appearance and likeness, usually through
paying Eminem a certain amount of money.
___________________________________________________________
http://www.hmv.ca/(S(1a54po23cikoxi45zvzhjfyu))/Content/Extra/Sear
ch.aspx?artist=722200&AspxAutoDetectCookieSupport=1
HMV sells many Eminem products, ranging from CD’s to T-shirts.

4. Music Video Purposes Analysis
Synergy
Fans will then look up the album or single and purchase it.
Eminem will also receive loyalties from radio stations every
time his songs have played. This adds up to large amounts
of money.
Synergy’s are the interconnecting marketing and
distribution of media across a wide range of
platforms. Eminem has starred in a film called “8
Mile” with him writing several of the songs featured in
the soundtrack. He also won The Academy Award for
best original song for “Lose Yourself”. This increases
awareness of him in the world of film, with casual
movie-goers watching the film and possibly becoming
a fan. He will have made money from his acting role as
well as money from the soundtrack and promotional
appearances for the film.
Eminem has also worked twice with the ‘Call of Duty’
series, which are first-person action video games. In
2010 on ‘Call of Duty: Black Ops” one of his songs,
‘Wont Back Down’, was featured in the game as an
accessible song to accompany the players gaming. In
2013 he again worked with Call of Duty, this time on
their new game ‘Call of Duty: Ghosts’. The song
‘Survival’ from his new album was featured in the
game’s trailer and in the game. During Survival’s
music video, gameplay from Call of Duty can be seen
in the background along with its logo, which is
prominently shown. The idea is to attract rap fans to
gaming and vice-versa, with Eminem earning himself
lots of money due to the songs appearance in the
game.
The soundtrack for the film. As it received positive reception, this will
likely attract more people to buy it. This also applies to the movie itself,
as fans of Eminem will go to see it along with many more people who
may become fans.
http://en.wikipedia.org/wiki/Music_from_and_Inspired_by_the_Motio
n_Picture_8_Mile
http://en.wikipedia.org/wiki/8_Mile_(film)
A screenshot from the music video for ‘Survival’. Gameplay for Call of
Duty can be clearly seen in the background. The idea is to attract fans of
each media platform (music and gaming) to the other:
http://www.youtube.com/watch?v=NlmezywdxPI

5. Music Video Purposes Analysis
Producers
strategies
Producers of music videos for Eminem will want the video
to suit the artist and target audience as possible. The tone
of the video depends on the type of song, so they could
range from dismal to comedic. They will want Eminem’s
appearance in various media to be as great as possible with
him having a positive impact on what he is doing. They will
advise him on interviews, assisting him in what to say and
what to talk about when answering questions. In music
videos producers will want Eminem to look his best and
help the success of the video with his actions. The director
of the video would most likely have a certain technique or
style which is going to affect the video, so the producer will
collaborate with Eminem in helping him get what he wants,
which will be beneficial for both artist and director.
If Eminem has a new album coming out, his producers will
do everything they can to promote it. This may include
arranging interviews, tours or television advertisements.
They will also encourage Eminem or his record label to use
social media to let people know, as this can reach millions of
people quickly and easily.
Eminem and his record label will retweet each other and
advertise each others products. This will be an agreement
by the managements of both parties to make it mutually
beneficial.
As above:
Eminem’s producers will want his public image to be excellent so that it
will bring him as much success as possible. This includes making sure
the music videos he are taking part in suit the style he wants and that it
will be beneficial for him.
__________________________________________________________

6. Music Video Purposes Analysis
On this tweet Eminem has provided a link for the shirt that is being
advertised to make it as easy as possible for a potential buyer. Eminem
himself will be encouraged to advertise his products from his personal
twitter account, as more people follow him (approx. 16.7 million
people) and therefore provide a larger advertisement audience.
___________________________________________________________
Eminem’s production team most likely work with his record label, Shady
Records who will want to promote their artist as much as possible. Here
is evidence of Eminem’s record label retweeting Eminem who is
advertising his new album. By doing this, the news of his album will get
to a wider, larger audience which will be beneficial for both parties as
they will both be making the money.