1. Music videos serve several purposes including promoting songs and artists, entertaining audiences, and generating revenue through sales of music, albums, and merchandise. 2. They aim to increase awareness of artists and expand their fan bases while also promoting albums and earning money for record labels. 3. Music videos sometimes tell a story that continues across an album, encouraging fans to purchase the full album to understand the overall narrative.

1. FARBEN NIKON AHAMED
UNIT 1,16,29
TASK 2

2. PURPOSES OF A MUSIC VIDEO
The main purposes of a music video are:
1. Sell the song, and make people remember it so that they listen to it more than once.
2. To give the audience a better understanding of the song and a message.
3. To entertain and show off the artists talents.
4. To advertise even more the Music/Album so that more downloads, CDs and DVDs can be sold.
5. To expand the audience as music videos may attract other people.
6. Help make money for the record company.
7. Promote albums alongside the song itself.

3. HOW MUSIC VIDEO PROMOTE THEIR ARTISTS
One of the purposes of a music video is to promote an artist too, the music video brings out their
personality and gets them noticed. In addition to that, music videos often times advertise not only the song
and its artists, but also entire albums and a record label that features many other artists.
Beyoncé Lemonade album
In many cases a music video is being made to let the listeners have something to see while listening to the
song and to get a extended income and a example is Columbia records. This means that even other artists
are getting advertised in the music video and the viewers/listeners after listening to this video may want to
know more who are the other artists featured by the same label as the artist they just listened to. By doing
that the record label and the artist can sharply increase their views and sales as more people will buy
different songs and albums.
Record label

4. ALBUM SALES
Music videos lead sometimes to album sales as they
may be part of an album and nowadays there is a
specific technique people use to make even more
sales as people have to get all the songs in an
album; this consists on having a story behind the
song and this story is often represented in the music
video and is open ended so that the next song that
is going to be released is going to be a continue of
the previous song.
With this technique you will need to spend more money on the making of the story of each song but you will be
able to make more money too.
Beyoncé – Hold up is in a album that was released on April the 23rd of 2016 and there are also other songs such
as Beyoncé - Freedom ft. Kendrick Lamar, Beyoncé – Sandcastles, Beyoncé – Don’ t hurt yourself (ft. Jack White)
and many others.

5. RECORD LABEL
But, what is a record label exactly?
A record label is a brand or trademark associated with the marketing of music recordings and music
videos. Often, a record label is also a publishing company that manages brands and trademarks,
coordinates the production, manufacture, distribution, marketing, promotion, and enforcement of
copyright for sound recordings and music videos; conducts talent scouting and development of new artists;
and maintains contracts with recording artists and their managers.
A example of a Label is Virgin EMI Records and in this label there are artists such as Bastille, Emeli Sande,
Naughty Boy and Iggy Azalea who keep on making Virgin Records one of the biggest in UK.

6. SYNERGY
Synergy is the release of a brand across different platforms and a clear example can be Indiana Jones.
The products of Indiana Jones Franchise include:
- 4 films
- A comic book series
- Novels
- A television series
- Video games
- Attractions at 4 different theme parks
- A wide range of toys
- A pinball machine

7. SYNERGY
Releasing a brand across different platforms is a good way to increase your income as if people like your
brand they might get more than just one of your products which leads to repeat purchases. In addition to
that, having a product in each platform means that you can even reach a wider audience as some people
might like something and dislike something else.
Another big example of synergy is Harry Potter as many things have been released and some of these
include:
- The Harry Potter books
- The films
- Adverts for the film
- Soundtracks (released on Atlantic Records)
- Articles in newspapers and magazines

8. REPRESENTATION IN MUSIC VIDEOS
The creator of any music video always tries to
represent what he/she wants to be shown to the
audience and usually what they end off doing is a
recreation of reality which can be sometimes a
recreation of what and how the artists wants to
appear in the video.
This is Greenlight – Pitbull Ft. Flo Rida & Lunch Money Lewis and is a clear example of what a music video
usually wants to show as Pitbull and the other artists are surrounded by girls in shorts and expensive cars.
They are trying to represent what life is for them and what it should be for rich people even though in
reality it is not how they represented it.
They do that to inject in people’ s mind how their life should be and I addition to that, female in shorts are
being used to attract males too.
Greenlight – Pitbull Ft. Flo Rida & Lunch Money Lewis

9. REPRESENTATION IN MUSIC VIDEOS
This music video is way different compared to the
previous one of Pitbull where there was that usual
stereotypical life that everyone would like to have
(males).
In Lil Wayne’s video for Mirrors there are a ton of
satanic hand gestures, Illuminati All Seeing Eyes,
Freemasonry ladders, and the obvious mirrors
representing mind control. `
In this screenshot the ladder represents Jacob’s Ladder and is featured in the First Degree initiation
ceremonies. The symbolism is for lessons learned in life (e.g. justice, charity, etc.), or sometimes different
sciences being pursued. In addition to that, the hand gesture emphasises the “666” which again, gives us
satanic and bad thoughts.
So some videos can have a deeper meaning that the artist wants to tell us and it’ s not always something
evident and obvious.
Lil Wayne - Mirrors

10. MALE GAZE THEORY
The Male Gaze theory has been introduced in the 1975 and it introduced a new prospective in the cinema
which consists in visual pleasure. The idea of the Male Gaze consists of putting the audience into the
perspective of a heterosexual man; for example lingering over a woman’ s body or focusing on the erotic
parts of a woman's body such as their lips or their legs. Also the camera may represent the woman as a
sexual object that is present for pure pleasure.
Beyonce dance for me is a good example as we can see symbols of the Male Gaze, it emphasises on the
man looking at the women as erotic. There is also emphasis on her cleavage looking at her costume;
through the use of stockings and tight fitting clothing for sexual appeal. Stockings signifying
undergarments and lingerie, whilst the use of tight fitting clothing for sexual appeal, the behaviour
and choreography is erotic, often caressing her body and suggesting intimacy.
Even by just looking at a single print screen of Beyoncé’ s
song we can notice that the camera is focusing on
emphasising her sexual position. Also, by looking at her
facial emotion we notice her mouth is open suggesting sex
and erotica.

11. MALE GAZE THEORY
This is a screenshot taken from Justin
Timberlake – Senorita and here we can see
the Male Gaze theory from a different
prospective. The artist, Justin Timberlake is
depicted as the dominant power created in
the film fantasy’ he is portrayed as the
ultimate heterosexual man with females
fawning over him.
And as usual, female costumes are chosen for sexual appeal, such as tight fitting shorts, or tops showing
cleavage or revealing skin. Women are objectified as sexual objects offering themselves upon him, while
Justin comes across as the dominant man.
In both cases the Male Gaze theory has been used efficiently but in different ways and although they have
different meanings the goal of using this theory is the same; attract men and make more sales through
selling albums, DVDs and CDs.