2. What is the use of a music
video?The use of a music video can be used for many things in the music
industry and the artist’s self interests too.
A lot of artists use music videos as a signal for self promotion and extra
income, due to websites paying money for amounts of views like
YouTube for example, they are able to pay the artist or his label money
due to the amount of views he has on the music video he releases,
they tend to use YouTube as a platform to promote themselves and
gain income through their own videos.
In most circumstances you will see that it’s the artists record label
which influences them on creating a music video, by doing this they can
advertise themselves and the artist through the video. My last talk on
this is entertainment, the reason why these videos are purely made is
due to entertainment, for example pop is extremely popular for
children/teenagers and knowing that these people will watch them
videos repeatedly due to the artist being popular or creating something
catchy.
In July 2012, the song ‘Gangnam Style’ was created which sparked a
lot of interest as It gained over 2.4 Billion views in 3 years, in it’s first 7
months months of being out it already reaches 900 million which is
phenomenal for an artist that wasn’t even worldwide known at the time,
and to spark more interest for it, the song wasn’t even sung in English,
3. Availability of artists
Availability of artists is basically if they’ll be making an appearance in the
music video or not, for example if they aren’t busy on tour then they may
record a video with themselves in it, if they are not then they will possibly use
a backup plan like just use dancers with the track playing behind it, A reason
why they may do this is because they can still promote the music video and
the song itself while they are away, it’s basically just a decoy for them to still
promote themselves, an example of this is the artist “Sia” who doesn't’t make
appearances in her video instead she makes it into a short movie for people
to watch while her track is playing in the background of it.
4. The end of the music channel?
Are music channels really coming to an end, well the clear answer is,
yes.
Music channels are coming to an end due to the mass ratings online
videos are getting, for example VEVO the number one internet channel
for music based videos on YouTube literally ruins music channels due
to the amount of internet traffic it gets, the video gangnam style for
example has 2.4 Billion Views, that’s a quarter of the worlds population
that has watched that video, this can be seen as a clear example
already with why music channels are going down the drain due to the
mass amounts of views popular artists are getting on the internet.
5. Creating a brand
• Artists in our generation who are big in the world like to create a brand for
themselves, a good example for this can be a boy band, like one
direction, the band one direction has created a global brand for it’s name
having dolls created for them, furniture, and bedroom essentials, the
name is literally known everywhere, it seems like they care more about
there name instead of the music they create.
6. Independent label strategies
• Independent producers who make their own music often see it
as a piece of art instead of a regular advertisement.
• The music videos in which they make can be seen as a step
forward for them and their careers.
• These sorts of producers often become well marketed by
mainstream artists.
7. Independents
• There is a large amount of small companies who have
no connection to big names, they mainly focus on
smaller acts who they know may have a potential into
becoming something big.
• An example of a small independent music company is
wrap records.
8. Major label strategies-vevo
• VEVO has a very strong presence online with billions of
viewers in total, VEVO has blew loads of companies out
of the water as YouTube (the platform it’s based on) is a
free to watch online video viewer, on VEVO you can
watch all the latest videos and listen to the latest hits
which makes VEVO ever more powerful than radio
company’s and others, when the platform started in
December 2009 it was relativity small compared to what
it is now, it had a very low viewer platform but ever since
YouTube was taking over by super giants Google, it grew
into a success where big name artists and small can
market there music.
9. Marketing an image
• Marketing an image is important to a big label due to
advertisement, for example, If you look natural without
Photoshop or editing done to your picture this can be
seen as a natural image and is highly valued in terms of
realization, but if you looked like nikki minaj where
features are photoshoped and you look ‘fake’ then it
could be a downturn in terms of making a image.
10. Artists Self Produced
• Self produced artists have tiny budgets and are usually
considered unknown artists, a artist named ‘skepta’ created a
video on the budget of £90! Which is incredible for something
which even won a MOBO award, these sort of artist’s base
themselves on YouTube or similar platforms with hopes of
becoming a well known artist.
11. Major independents
• Major independents, own or license smaller companies
in order to ranch out to smaller audiences with various
genre’s.
• Columbia
• Island
• Syco
• RCA
• Virgin
• The names above are companies which we label as
major independents.
12. Major record labels
• The music industry in wich we know of today are dominated
by 4 major record labels
• Universal
• Sony Music
• Warner Brothers
• EMI
• These are known as ‘The majors’ due them being backed by
conglomerates with stakes in other industries such as , film, tv,
and electronics.
13. Synergy
• Synergy basically means the contrast of two media
products bonding together, for example kill bill, the film
producers and Cher bonded together to create a
soundtrack for the film, the song ‘bang bang’ by Cher
was introduced in key scenes of the film and the song is
often refferd to ‘that kill bill song’.
14. Extension of outlets
• Extension of outlets basically lets artists to extend there
outlets, for example
• Music channel
• Website
• Youtube
• Smart phones
15. Extension of income
• Music videos provides a great opportunity to create more
income, for example, YouTube created a source not to
long ago to pay people for the amount of views and
subscribers they get on YouTube videos, this may
persuade fans to buy merchandise from the band they
are watching which is also valued as another source of
income, this encourages audiences to come and attend
tours and festivals, depending on your name it can also
give the opportunity to release a fragance
