This document discusses the purpose and development of music videos. It provides several key points: 1. Music videos are primarily used for marketing purposes to increase music sales, but artists may also use them to express themselves artistically or gain awards/publicity. 2. Music videos originated in the 1930s but became more prominent in the 1980s with the launch of MTV. New technologies like YouTube have further increased their popularity and role in promoting artists. 3. Controversial music videos often feature religious, sexual or violent imagery and tackle taboo topics, though this controversy can also boost recognition for the artist. Prodigy's "Smack My Bitch Up" and Marilyn Manson's "(

1. RESEARCH

2. Purpose of Music Video’s - A music video is a short film involving both the song and imagery, generally produced for promotional or artistic purposes. Modern music videos primary use is for marketing, to increase the sales of the music videos - An artist may choose to create a music video to express their feelings through an artistic approach - Synergy across different products. For example, a soundtrack to a film, such as the"Low" by Flo Rida featuring T-Pain, who’s video includes clips from the film - to gain awards, and again therefore more publicity - create controversy and a talking point among the audience - A music video can create a lasting image of the artist, so when the audience thinks of an artist they think of their video and visa versa - music videos can also become iconic pieces of art - for charity or political messages or purposes - helps the song to become popular, as the audience remember the song - they give the audience the chance to see the artist and may take inspiration from their style, such as the clothes they are wearing ect. - mainly of all purposes, music videos are produced for the audience entertainment

6. Marilyn Manson ‘(S)anint’ is another video considered to be controversial for its imagery showing self mutilation, cocaine snorting, blood smearing and bondage. This video was then banned in America and Manson made another version of the video appropriate for television. He also then released an album ;Lest We Forget’ which also included a DVD with the uncut, unbanned, original video. However the only way to buy this DVD was from Manson’s official website. The explicit version of the DVD was released with the (s)AINT video in Australia and Europe. More recent controversial videos include Eric Prydz ‘Call on Me’ which was released in 2004. The video contains an aerobics style class of women wearing 1980’s styled aerobics costumes performing sexy gym routines. There are two videos, and the edited one and uncut version. Because the song and the video became so popular and high in demand an aerobics DVD was later released which featured the dancers from the ‘Call on Me’ Video performing aerobics routines to various popular dance songs. Britney Spears ‘Baby One More Time’ also cause controversy because it shows Catholic schools girls in rolled up kilts dancing in the video. Those with high religious moral may take offense to this. However, if this video was released not the majority f people perhaps would think twice about it, but when it was released in 1998 sex appeal was viewed differently. Erykah Badu’s ‘window Seat’ is also considered to be controversial because the audience witness her stripping naked and running thought the streets of Texas. Because of the controversy she caused with this video she was order to pay a fine. Lastly, Nas’s ‘Hate Me Now’ shows him carrying a cross and wearing a crown of thorns. Again people with strong religious views may take offence to this as it is reacting the way that Jesus was punished. Also people of other religions may not believe in this and may think it is unfair to show this when it does not coincide with what they believe.

7. Theoretical Approaches Sven E Carlsson Sven believed that music videos generally fall into two main groups Performance Clips (the video mostly shows the artist) and Conceptual Clips (the video shows something else during the music) - Standard Clip The music video more or less contains a filmed singer along with images. It is meant to be dynamic and has many variation. The artist may participate with the story as well as standing outside of the video and may be a cartoon character. - Performance Clip the idea contains mostly filmed performance, for example the artist in more than one location. It can fit into three types: Song Performance, Dance Performance and Instrumental Performance. - Narrative Clip a music video which is a silent movie to a musical background is a narrative clip and contains a story that is easy to follow and may not contain any lip-synchronisation - Art Clip a music video which contains visual narratives and no lip synchronisation. They are usually associated with modern experimental music. Michael Shore He Argues that music videos are recycled styles surface without substance, information overload and immediate gratification. Style over content helps sell music singles. Andrew Goodwin He identifies five aspects that audience should watch out for when watching music videos, which are Thoughts Beats (Seeing the Sound), Narrative and Performance, The Star Image, The relation of visual songs, and technical aspects of Music Video’s.