A slideshow about music videos.

1. THE PURPOSE
OF MUSIC
VIDEOS
BY JACK BROOKS

2. PROMOTIONAL
Many companies have to promote their videos in order to make money and make profit.
They generate revenue by advertising before, during or after the music video.
Companies can deploy ‘product placement’ which is where a commercial product will
be planted in to music video. This happens a lot in popular music videos. For example,
‘Dr. Dre Beats’ headphones are in a lot of music videos at present. This happens in
Miley Cyrus’ ‘We Can’t Stop’ and Nicki Minaj’s ‘Anaconda’. Having popular products in
popular and controversial videos will entice viewers into purchasing these products
because their favourite artists own or endorse these products.
Also short websites which play music videos such as YouTube or Vevo can place a
short advert before the video. This is a way to generate income because if the music
video has interest, a lot of people will watch it, leading to companies being able to
charge higher prices to the other companies that wish to advertise their products before
the music video begins playing.
‘Beats by Dre Pill’
featuring in Miley Cyrus’
‘We Can’t Stop’ video.
This is explicit product
placement, with a whole
shot revolving around
this product.
A less blatant product
placement is Jessie J’s
‘It’s My Party’ She
shows it as if its just a
speaker and it happens
to be Beats by Dre, but
it has been organised
before along with
contracts and
agreements that Dr
Dre’s product will be
featured in the video.

3. EXTENSION OF INCOME
Music videos can successfully generate profit for companies, because if a song does well, so does a
video. They also increase sales of associated products with the singer. DVD’s and other broadcasting
companies will purchase the video from the production company, therefore generating income for the
company that created the video. Also the artist would receive a percentage of the sale. If the video was
broadcast on television, a sum of money would have to be paid every time, and the artists revenue
would increase. In the end the artist would earn money from making the video, promotion, products
and the video being broadcast.
Other websites such as Vevo and YouTube can distribute music videos, and advertising is frequently
used on the side or even before the video plays. This will also increase the revenue for the website,
the artist and the companies involved in making it.
For example, Michael Jackson’s Thriller took over $500 million, which was increased by one of the
most famous and successful videos of all time, which Michael Jackson took $120 million. On release
day, it was played multiple times on Top Of The Pops.
Production companies create music videos primarily to increase profits and make money.

4. ADVERTISING ON
YOUTUBE
Original video trying to be watched is Amy
Winehouse ‘Back To Black’. The rights would
have been bought by YouTube to show this
video on their website.
She has her own
account, run by
Vevo. Vevo is a
video hosting
service owned
and operated by a
joint venture of
Universal Music
Group, Google,
Sony Music
Entertainment
and Abu Dhabi
Media.
‘TV-Style’ advertisement. 30 seconds long before the
video starts. Heineken would have had to pay a lot of
money to Vevo and Amy Winehouse and her label in
order for this advertisement.
6 million people have viewed this
video, potentially all of them
seeing this advert.
Advertising for another music video,
presumably generating money for Amy
Winehouse and her label.
Another Heineken
advertisement, but this one is on
the side for the duration of the
music video. They would have
also had to pay for this,
generating more income for all
companies involved.
Suggestions for
other videos to
watch by Vevo,
presumably with
more advertisement
on each individual
one. Whether the
other companies
had to pay to be
suggested, or Vevo
genuinely thinks that
these two videos are
related, Vevo are
still generating
income from this
feature. This is
because more
people will watch the
video.
Vevo advertising their own products on their own
YouTube channel. Generating money for
themselves, Amy Winehouse and her label and
Chris Brown and his label.
Free advertising
for YouTube if
people can show
their friends
easily on social
media with the
simple click of a
button.

5. EXTENSION OF OUTLETS
Top Of The Pops began in 1970 which sowed archive footage of bands previous music videos, along with them
performing and clips that would show their on screen personality. This would be a good place for them to show
themselves and potentially advertise. The main reason to do this would be to get as many people as possible to view
your work. If the public are interested in the bands life it is more than likely they will want to watch and engage with
the music videos. Top Of The Pops was very experimental when it came out and changed a lot of opinions on music
and performance.
Ever since MTV was founded, artists have seen the potential and put a lot more work into promos and video based
content of themselves. They saw how people watch MTV and artists will see it as an outlet for their work.
Now websites like YouTube and Vevo are around, music content is free, simple and instant. Artists will know that
they can show the world their content on demand and whenever they want. So many more people can view videos
now because of these websites.
Also now social media is so popular, sharing videos with your friends is quick and easy. This is a great way for
artists to get their videos viewed and keep them relevant. This expands the artists audience, however it isn’t really an
outlet.
Music videos can also be distributed through DVD’s and CD’s, which is good for fans and collectors of a band. This
will generate income for the artists but isn’t the most practical form of distribution.

6. SYNERGY
Synergy is the term for when different companies/ideas cooperate
together to help each other. Whether that is too boost sales, interest
or coverage. In music videos, sometimes the soundtrack of a film
will use clips from the film in the video. This happens in Celine
Dion’s ‘My Heart Will Go On’ and James Cameron’s ‘Titanic’. In her
music video, the production company chose to use clips from the
film. This will make people interested in the story of the film if they
watch the video, and could also work the other way. If someone
watches Titanic, they might enjoy the soundtrack and then watch
the music video. This is a good and early example of synergy.
Adele has also used synergy. Her song ‘Skyfall’ was the soundtrack
to the James Bond film ‘Skyfall’. Clips from the film were involved in
her video for the song.
The ship from
titanic is in the
poster for the
song, gaining
interest in the
film.

7. PRODUCERS’ STRATEGIES
Many producers will use strategies like promos to increase profit. These promos will
increase interest in the band and will build a connection with the fans. The fans will
have an insight to their ‘personal lives’ and will increase the possibility of fans buying
merchandise and CD’s. This started in the 1970’s and has grown ever since with the
invention of the internet.
Low budget music videos are very popular for bands that haven’t got a label or much
funding going into their project. Also famous artists can make low budget videos as it is
much cheaper but could also be effective. Bruno Mars did this with ‘The Lazy Song’,
and that video was very successful. One Direction also made the video for “Teenage
Kicks” on a single camcorder. This would make the fans feel like they have a closer
relationship as it is quite a personal style of video.

8. BIBLIOGRAPHY
http://paulashwell2011.wordpress.com/2011/10/11/extension-of-
income/
http://musicvideoryan.blogspot.co.uk/2011/04/extension-of-outlets.
html
http://paulashwell2011.wordpress.com/2011/10/11/extension-of-
outlets-2/