The document discusses the purposes of music videos. It explains that music videos help promote songs and artists, extending their income through increased sales and views on platforms like YouTube. Music videos also provide more outlets to access and enjoy songs on television and online. They can create synergies when used in conjunction with films to promote both the artist and movie. Different music video producers, like major labels, independent producers, and self-produced artists, have varying strategies for promoting songs through music videos based on their budgets and goals.

1. AO1
Understand the Purpose of a MV

2. Ensure
• You spellcheck
• Proof Read
• Slide 1: What is a Music Video with elucidated
examples
• Ensure you use examples to support
• 1x slide on the impact of technological
developments (Independent artists - prosumers)
• Reference sources of information

3. The History of MV
• This must be a separate PP and uploaded
above your Assignment 1 in LO1

4. Purposes of Music Video
• To promote: explore and explain the ways in which a
music video promotes a song and artist. How does the
music video benefit the selling of the song? How does
a music video help to keep an artist in the public eye
long after the release of their song? If a video wasn’t
produced- what would the disadvantages be? Give
examples of specific bands and describe what they
promote about themselves? (e.g How do bands like JLS
and 1D portray themselves in their videos? What
aspects of themselves are they promoting? In contrast-what
are a band like Slipknot promoting about
themselves or an artist like Ed Sheeran?

5. Purposes of Music Video
• To extend income: how does an artist and record
company make money from a song? How does a
music video extend this? (royalties is a payment
system which allows artists to get paid for having
their songs played on music channels, the web
and the radio); How do artists and labels make
money from music videos on the web? – eg links
to iTunes etc from YouTube, payments per view
on Youtube; how else can the video be
purchased? (e.g DVD, downloaded from iTunes)

6. Purposes of Music Video
• To provide an extension of outlets for access
to the song: How does a music video provide
more extensions of outlets? Where or what
are the main places or ways that people will
access music videos? If a song had no video
where would it be restricted to being played?
How does the music video create more ways
for people to enjoy and consume the song?

7. Purposes of Music Video
• To create synergy with a films or TV
programmes: Music videos can work in
conjunction with films and TV programmes.
Find an example and explain the reason for
doing this. What is synergy? How is it
advantageous for the film and the artist to
create a music video that features the film?
Look at the image below to help you work out
an example:

8. Purposes of Music Video
• How do different types of music video
producers have different strategies for music
videos? In this section you will explain how
different producers will have different
strategies- use the info boxes below to help
you:

9. • major labels: explain who the major labels
are; explain the strategy of a major label when
making a video; give examples of bands signed
to major labels.

10. • independent producers: how do independent
producer strategies differ? Give examples of
bands that are signed to indie labels and
explain how their videos fit this strategy. .

11. • artist produced/self produced:
• These types of producer have the smallest
budgets- what do you think are the key goals
and aims of a band promoting themselves in a
music video? Where are they aiming to be
seen? Can you think of any examples of artists
who have gained a following on the web via
self produced music videos?

12. Pass standard
• ‘One of the purposes of music videos is to
increase the profits from a track, as if
someone sees the video and likes it they will
buy that as well as the original track. One of
the commonest styles is the ‘in-concert’ style
where the band is filmed performing the song
at a gig. This style uses a lot of fast camera
movements and odd angles.’

13. Merit standard
• ‘One of the greatest advantages of music videos
is that they enable the performer to be seen on
TV when they are not actually performing.
Obviously you can’t play music on TV without
anything happening on the screen so the video
was developed to give viewers something to
watch whilst listening to the song … The
techniques used don’t have to be expensive or
complicated. Very simple ideas have been used
like just filming the performer singing in a slightly
bizarre situation. The video of Robert Palmer’s
Addicted to Love is a good example of this.’

14. Distinction standard
• ‘One of the greatest advantages of music videos is that they enable
the performer to be seen on TV when they are not actually
performing. Obviously you can’t play music on TV without anything
happening on the screen so the video was developed to give
viewers something to watch whilst listening to the song. This
extends the playability of the track considerably. Sometimes the
video goes a stage further and becomes a cult item in its own right.
It’s more than likely that Robert Palmer’s song Addicted to Love
would be forgotten by now, were it not for the video. From their
very beginning, there has always been a tendency for music videos
to try to grab our attention with their use of high-tech effects.
Queen’s Bohemian Rhapsody looks dated now but its use of split
screens, strobes, and multiple and overlaid images was seen as
groundbreaking at the time. Very simple ideas can work just as well,
though. Addicted to Love used one set, five people and was shot in
an afternoon, but it still works because the basic idea is so striking.’