4. According to Chris Parr ( former VP of Music
Programming and Talent Relations for CMT in
Nashville),music videos educate and introduce
music and artists to consumers as without the
visual aspect of music, a lot of people would be
oblivious to the artist and music that they
watch and listen to (especially the younger and
modern demographic).
For example, to quote Chris Parr ‘a lot of
people who may not have grown up listening
to country music or find themselves searching
it out, music videos are an entry point’.
6. in this video, the presenter/executive producer
(Renata Ulman) states that according to Kayla
Dingwell (vice president of sound stream
multimedia studios specializing in new artist
development) she says, having music is never
enough, you need to be out there booking
gigs, special performances to show what
you’ve got, when expending and analysing this
sentence you realise that promotion is key to
success and music videos are one of the best
forms of artist promotion especially in the new
millennium.
7. Purposes Of Music Video
There are several different reasons why artists create music
videos, these include:
• For entertainment purposes and to showcase the artist talents
(such as dancing, acting and even on-stage performing), as
the visual aspect of music videos give artist a chance to do
more than sing, for example Justin Timberlake’s ‘What Goes
Around’ music video was like a short film, which gave him the
opportunity to showcase his acting skills, as he was trying to
transition into an actor during that time.
• For selling purposes (such as CD’s and Digital
Download), because music videos are accessible on all kinds
of different websites and devices such as TV, YouTube and
Daily mail, it broadens the opportunities for the artist to be
seen and heard, which is why music videos are a great
promotional strategy that boots the artists sales incredibly.
8. • For artistry reasons, as music videos give the artists an
opportunity to really be creative and give the fans and
consumers a better understanding to the song, for
example in 2011 Gotye released a music video for
‘Somebody That I Used To Know’, and rather than
promote the band itself(as they were relatively new in
the charts) they decided to make an artistic and unique
music video that works well with the song.
• Although all the above reason for music videos are
valid, the most important and arguably the most
common purpose for music videos is, promotion. Music
videos are a promotional tool, no other promotional
strategy in the industry can expand the exposure of an
artist like music videos, as music videos are a lot more
accessible internationally as more people these days
have access and interest to the internet and TV, than
radio.
9. Music videos also have the power to do more than promote an
artist and boots their sales, music videos also have the power to
change the world (something the audio of a song couldn’t pull-
off as efficiently) for e.g. Michael Jackson’s ‘We Are The World’
made such a major charitable impact because the music video
featured so many legendary and current influential artist, which
made the video viral and the star power within the music video
promoted the organization ‘USA for Africa’ very well. This is a
trend that has been carried out in other music videos such as
The Collective ‘Teardrop’ (for children in need).
10. Artists Popularity Ratings Due To Music Videos
Nicki Minaj is the one of the latest prime examples, of how
music videos can influence your success as an artist. Nicki Minaj
is currently the most successful female rapper of all time (this
title would have never been earned by her without music
videos), as music videos allow Nicki Minaj to endorse and trend
her ‘Black Barbie’ gimmick that has made her fame and success
so explosive.
11. It’s safe to say the Beyoncé is one of the most influential female
artists of the modern era, but Beyoncé's success wouldn’t be so
extensive without her music videos, as her upbeat, sexy and
empowering music wouldn’t make the same impact without the
listeners, watching her famous booty-shaking dance moves and
hairography. This is evident in such videos as ‘Crazy In Love’
and ‘Single Ladies’, as both songs made such a massive impact
because of their iconic music videos, that became so iconic
because of Beyonce’s trademark dancing and fierce attitude.
12. BEYONCE ‘I AM SASHA FIERCE’ MUSIC VIDEOS
Beyoncé- If I Were A Boy Beyoncé- Single Ladies
Beyoncé- Diva Beyoncé- Ego
13. Music Videos have also allowed
Beyoncé to showcase her alter ego
‘Sasha Fierce’, who has been such a
massive influence to the commercial
success of Beyoncé's music, as
Sasha Fierce is a what she refers to
as a crowd pleaser. In 2008 Beyoncé
released her third solo studio album
titled ‘I Am Sasha Fierce’, were she
released a series of music videos to
match the black and white , Beyoncé
vs. Sasha Fierce theme of the album
(examples on the previous
slide), this clever concept impacted
the success of the album, as it
allowed her fans to futher
understand and recognise the story
and concept of this album and Sasha
Fierce in a way that wouldn’t be
possible without the visuals.
14. Nicki Minaj’s music video ‘Stupid Hoe’ was released as a
promotional music video, which meant that the song was not being
released as an official single. The impact of this ‘Promotional’ music
video boosted the albums sales so far it made ‘Pink Friday: Roman
Reloaded’ her most successful album to date. And the reason the
music video promoted the album so well is because of the
contreversy of it being banned from television, due to the extreme
flashy and disturbing images, this made people want to watch it
even more, thus making it one of the most watched music videos
on YouTube, therefore broadening her commercial success.
15. M83’s single ‘Midnight City’ is rapidly claiming the charts. The single
has received a lot of airplay, especially in adverts, Big TV shows
such as ‘X Factor’ and ‘Gossip Girl’ and promotional videos online.
It’s safe to say that if you heard the song ‘Midnight City’ you would
recognise the song, but the music video of the song might take a
lot more thinking, in fact, the music video has had very little play
on TV and the views online are fail to succeed the airplay of the
song, this has effected the sales of the single as people might
regonize or like the song, don't know enough about the artist to
look them up or buy their music.
16. ‘No Doubt’ has sold over 33 million albums world wide and won
two gammy awards, and after nearly a decade after their previous
album, the world was excited to find out that ‘No Doupt’ would
release their 6th studio album titled ‘Push and Shove’ in 2012, the
album was a great commercial and critical success and their first
single entered the hot 100 official music charts around the
world, but a song that left a sour taste in No Doubts success is
their second single ‘Looking Hot’ in which they created a music
video that caused a negative controversy that eventually lead the
music video to being banned from numerous websites and
television, because this music video was inaccessible to
listeners, the promotion of the single was so deeply effected that
the ‘single is yet in debate of whether it should be released or
have the music video completely re-filmed with a new concept.
18. When it comes to the financial aspect of music
videos, its seems to be a game of give and take.
The Record label of the artist would use or pay
such promotional companies and organizations
as MTV and Vevo, in exchange for the exposure
they will provide the music video.
19. Channels and DVD’s
Television is probably the most common and
popular device of promotion within the
media industry, as television is the first-
hand source of the average person’s
entertainment and news update. So it
comes to know surprise that channels such
as MTV and Viva are extremely important to
artist as they can provide artists with the
most publicity thus gaining them more
popularity and income.
As I previously mentioned, it’s a games of
give and take, as these channels require
good music and music videos for success.
Due to the fact that these channels are
made to promote music videos, they must
make sure that they are providing their
audience with the latest and best quality
music videos, as the channel that give the
audience the best and latest music
videos, get the most viewers.
20. DVD’s are an extension of the promotional
success of an artist and music videos. (As
shown on the right ) most DVD’s sold these
days from an artist are DVD’s of live
performances and a majority of these
feature related music videos.
Adding the music videos to DVD’s further
advertises the song and the video, which
again provides more popularity to the video
and most importantly the song (further
increasing the artists income).
This can be proven by a DVD released by
Beyoncé in 2012 titled ‘Live In Roseland
Ballroom, Elements of 4’, this DVD featured
a full concert of Beyoncé at the Roseland
ballroom, special bonus footage and all the
music videos from Beyoncé's related album
‘4’. This DVD was one of the highest selling
Live convert DVD’s of 2012 and because the
music videos are featured within the
DVD, the consumers gain yet another device
to access and play the music videos (which
they paid for).
21. Having two separate charts for music videos and music (audio), is a
perfect money making scheme, as it allows money for the company’s
such as iTunes and MTV to make money on both ends. For
example, pop artist Rihanna makes a lot of money by topping the
official download charts, but by being featured (highly) on the music
video charts she then gains even more publicity and revenue .
Companies such as iTunes also benefit from this as they can sell
audio and music video separately to make more money.
23. Music video’s don’t only work as a promotional benefit for artists, but
they can also work as a way to promote other media projects
like, Products and films, because music videos are so viral, they can
became on of the most effective ways to advertise a product, which
is why some company’s sponsor the production of a music video
project in order to get their product in the music video. Some films
will use music videos to promote the film (usually, the song will be
contained in the films soundtrack).
24. Titanic is one of the highest
grossing, films of all time, but what
makes the success of titanic even
more outstanding is the success of
the theme song, that was recorded by
Celine Dion titles ‘My Heart Will Go
On’, this music video is a superb
example of how music videos can act
as a great technique of film
promotion, because ‘my heart will go
on’, was such a big single and after
the music video was released, the
single became so massive, it became
one of the highest selling singles of all
time, and boosted the success and
sales of the titanic tremendously.
This strategy worked because the
music video consisted of clips of the
film and featured Celine Dion on the
titanic itself, thus promoting the
http://www.youtube.com/watch?v=zmb
movie through the music video.
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25. These are other examples of Music Videos
increasing the success of films.
Whitney Houston- Elton John- Eminem-
I Will Always Love You Circle Of Life Loose Yourself
Film: The Bodyguard Film: The Lion King Film: 8 Mile
Coolio- Peabo Bryson and Regina Belle-
Gangsta’s Paradise A Whole New World
Film: Dangerous Minds Film: Aladdin
26. The same tactic used for
films can work exactly the
same for TV
programmes, for
example, the Rembrandts’s
single, ‘I’ll be there for
you’ gained it’s success as
being the theme song of
the largely famous sitcom
‘Friends’, and although
people were familiar with
the song they didn’t know
much about the
Rembrandts until they shot
a music video featuring the
cast, which then gave the
song its own distinction
and fame, thus benefiting
and promoting the artists
as well as the TV show.
http://www.youtube.com/watch?v=nzQWmAwNNCw
27. Adverts are another great way for artist to promote themselves and
increase their income, for instance, DJ Fresh is an artist who has
been releasing music since 2003, but his ultimate commercial
success didn’t come unit 2011 with the single louder, which made it
so big in the charts (compared to his previous songs) because the
music video was featured in a Lucozade advert. This amount of
promotion provided the music video a lot of publicity and hype.
28. Although product placement arguably benefits the products
company’s more the actual artist, artists still thrive on the support
and benefits of product placement.
29. Product placement can work
well to an artist’s favour
(although it benefits the
company’s product
well), because when an
artist features a certain
product within their music
video, that product get a lot
of recognition and
advertisement. This is great
for the product itself, but its
great for the artist because
the companies would
increase the financial
budget of the music video
they are placing their
product in, this benefits the
artist as they can therefore
increase the quality of the
music video.
30. A good example of an
artist who uses product
placement quite
frequently in their music
videos for their own
benefit is ‘Britney
Spears’. Britney spears
released a perfume
titled circus around the
same time she released
a music video of a song
with the same title. She
then decided to feature
this product within the
music video, thus
promoting the
product, and the music
video at the same
time, this is a strategy
used by Britney Spears
quite frequently.
