SlideShare a Scribd company logo
George Mugglestone’s
Who are the main television companies
which show videos?
 Broadcasting in over 50 countries, MTV
was arguably one of the largest and most
popular music channels. Recognised by
many, it has launched and accelerated the
careers of not only music stars.
 The channel was launched as part of MTV Networks
Europe localisation strategy in 1997. MTV UK
(previously MTV UK & Ireland and MTV One) was
launched on 1st
July 1997. The channel was
established to provide audiences with local artists
and more relevant music content. Prior to the
localisation of MTV in Europe, the region was served
by MTV Europe (this specific channel broadcasting
to the whole of Europe), this channel was launched
on 1st
August 1987. Since February 2011, MTV has
been solely an entertainment channel and relocated
to the “Entertainment” section on Sky, and later
Virgin Media.
 The channel is in over 10 million homes in the UK.
 YouTube is a leading market website, owned by Google,
 YouTube is a video-sharing website created by three former PayPal
employees. The site allows users to upload, view, and share videos.
The site makes use of WebM.264/MPEG-4AVC (a format used for
recording, compression and distribution of video content) and
Adobe Flash Video technology to display a wide variety of user-
generated and corporate media video. Available content includes
video clips, music videos, and other content such as video blogging,
short original videos and educational videos.
 While most of YouTube's content has been uploaded by
individual's, media corporations such as CBS, the BBC, Vevo, Hulu
and other organisations offer their material through the site.
Unregistered users can watch videos, while registered viewers can
upload their own videos to their channel. Videos considered to
contain potentially offensive content are available only to registered
users after affirming their name of over 18.
 All the elements raised in my previous slide emphasise how convenient
YouTube is for Music Videos to reach a mass audience, thus helping the
record companies and the band or artist. For example:
 Users are able to upload their own material which may promote the
artist/band's music video- fan-made videos, song covers, parodies, song
reactions, instrumentals
 Companies are able to upload even more content which might promote the
song video. e.g. trailers, teasers,“Behind the scenes” of the video, interviews
with the band/artist (it allows the user to become more connected to the
artist as they are given the opportunity to see them as a “real person” and
therefore want to watch/listen to their material and consequently make buy
from them. It also allows them to appreciate the work more, they are able to
watch the actual video after the bonus features and appreciate the work that
went into it, further allowing the user to relate to the artist/band)
Where can you find music videos?
 The internet is the biggest and best outlet to find
music videos. Everything there is now at the click
of a button. Whereas, just over a decade ago, you
perhaps had to wait, if you wanted to watch a
specific video, for a music channel to broadcast it.
 You can see view music videos through television
channels of course, however, this is not as instant
as the world wide web.
What are the purpose of music videos?
 A music video is a short film that includes song and imagery,
produced for visual, artistic or promotional purposes.
 Music videos are used as a marketing tool also to sell the artist’s
music (making the audience interested by the song/artist/album)
 There are three types of a music video; performance, narrative and
mixed (combination of the two)
 Music videos are a good way for directors and film makers their
creativity and passion.
 There are also various ways in which music videos use a wide
range of techniques and styles in order to promote their video;
these include animation and time-lapse.
 Another purpose of a music video is to sell the song and for you,
the audience, to remember it. If the video is memorable , you are
more likely to want to listen to more of the artist's material or revert
back to the original song and listen several times; thus being more
inclined to buy it.
 If the video is a narrative, it allows the audience to become more
emotionally involved within the story.
 Music videos also help to promote CDs and related DVDs to their
target audience.
 Music videos also give record companies the opportunity to witness
new and upcoming talent. They could 'snatch' the artist up- making
money for themselves and the artist.
Product placement
 “Any form of audio-visual commercial
communication consisting of the inclusion of or
reference to a product, a service or the trade mark
thereof so that it is featured within a programme
[in our case, music video], in return for payment or
for similar consideration”- in other words, when a
company pay the artist/band or record company to
advertise their product in the artist/band's video.
For example...
Here, we can see how Dr. Dre's Beats audio speakers are advertised within Nicki Minaj's “Pills N Potions”
video (note how he, like Minaj is also a rapper and therefore also targeting his audience).
Nicki is also managing to premiere her third official perfume, Minajesty Exotic in
the video too (the bottle is seen above).
Kathy Beth Terry- Perry's alter ego in the video for “Last
Friday Night (TGIF)- is seen playing “Just Dance” with friends. Displaying the best
way to play “Just Dance”, with your loved ones, having a good time.
In Britney Spear’s “Hold It Against Me”, she has several
amounts of product placement throughout her video. These
include her own 2010 fragrance, “Radiance”; a “Make Up For
Ever” palette; the dating site “Plenty of Fish” and Sony
products.
The advertisement of Fiat 500 in Charlie Puth
and Megan Trainor’s song “Marvin Gaye”.
A protagonist in Fun.’s video “We Are Young” is
seen texting and using her Windows’ HTC Titan.
An Ice watch, Nokia Windows phone, Swarovski are all products blatantly
advertised in Jennifer Lopez and Pitbull “Live It Up” video.

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Music industry research

  • 2. Who are the main television companies which show videos?  Broadcasting in over 50 countries, MTV was arguably one of the largest and most popular music channels. Recognised by many, it has launched and accelerated the careers of not only music stars.
  • 3.  The channel was launched as part of MTV Networks Europe localisation strategy in 1997. MTV UK (previously MTV UK & Ireland and MTV One) was launched on 1st July 1997. The channel was established to provide audiences with local artists and more relevant music content. Prior to the localisation of MTV in Europe, the region was served by MTV Europe (this specific channel broadcasting to the whole of Europe), this channel was launched on 1st August 1987. Since February 2011, MTV has been solely an entertainment channel and relocated to the “Entertainment” section on Sky, and later Virgin Media.  The channel is in over 10 million homes in the UK.
  • 4.  YouTube is a leading market website, owned by Google,  YouTube is a video-sharing website created by three former PayPal employees. The site allows users to upload, view, and share videos. The site makes use of WebM.264/MPEG-4AVC (a format used for recording, compression and distribution of video content) and Adobe Flash Video technology to display a wide variety of user- generated and corporate media video. Available content includes video clips, music videos, and other content such as video blogging, short original videos and educational videos.  While most of YouTube's content has been uploaded by individual's, media corporations such as CBS, the BBC, Vevo, Hulu and other organisations offer their material through the site. Unregistered users can watch videos, while registered viewers can upload their own videos to their channel. Videos considered to contain potentially offensive content are available only to registered users after affirming their name of over 18.
  • 5.  All the elements raised in my previous slide emphasise how convenient YouTube is for Music Videos to reach a mass audience, thus helping the record companies and the band or artist. For example:  Users are able to upload their own material which may promote the artist/band's music video- fan-made videos, song covers, parodies, song reactions, instrumentals  Companies are able to upload even more content which might promote the song video. e.g. trailers, teasers,“Behind the scenes” of the video, interviews with the band/artist (it allows the user to become more connected to the artist as they are given the opportunity to see them as a “real person” and therefore want to watch/listen to their material and consequently make buy from them. It also allows them to appreciate the work more, they are able to watch the actual video after the bonus features and appreciate the work that went into it, further allowing the user to relate to the artist/band)
  • 6. Where can you find music videos?  The internet is the biggest and best outlet to find music videos. Everything there is now at the click of a button. Whereas, just over a decade ago, you perhaps had to wait, if you wanted to watch a specific video, for a music channel to broadcast it.  You can see view music videos through television channels of course, however, this is not as instant as the world wide web.
  • 7. What are the purpose of music videos?  A music video is a short film that includes song and imagery, produced for visual, artistic or promotional purposes.  Music videos are used as a marketing tool also to sell the artist’s music (making the audience interested by the song/artist/album)  There are three types of a music video; performance, narrative and mixed (combination of the two)  Music videos are a good way for directors and film makers their creativity and passion.  There are also various ways in which music videos use a wide range of techniques and styles in order to promote their video; these include animation and time-lapse.
  • 8.  Another purpose of a music video is to sell the song and for you, the audience, to remember it. If the video is memorable , you are more likely to want to listen to more of the artist's material or revert back to the original song and listen several times; thus being more inclined to buy it.  If the video is a narrative, it allows the audience to become more emotionally involved within the story.  Music videos also help to promote CDs and related DVDs to their target audience.  Music videos also give record companies the opportunity to witness new and upcoming talent. They could 'snatch' the artist up- making money for themselves and the artist.
  • 9. Product placement  “Any form of audio-visual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme [in our case, music video], in return for payment or for similar consideration”- in other words, when a company pay the artist/band or record company to advertise their product in the artist/band's video. For example...
  • 10. Here, we can see how Dr. Dre's Beats audio speakers are advertised within Nicki Minaj's “Pills N Potions” video (note how he, like Minaj is also a rapper and therefore also targeting his audience). Nicki is also managing to premiere her third official perfume, Minajesty Exotic in the video too (the bottle is seen above). Kathy Beth Terry- Perry's alter ego in the video for “Last Friday Night (TGIF)- is seen playing “Just Dance” with friends. Displaying the best way to play “Just Dance”, with your loved ones, having a good time.
  • 11. In Britney Spear’s “Hold It Against Me”, she has several amounts of product placement throughout her video. These include her own 2010 fragrance, “Radiance”; a “Make Up For Ever” palette; the dating site “Plenty of Fish” and Sony products. The advertisement of Fiat 500 in Charlie Puth and Megan Trainor’s song “Marvin Gaye”.
  • 12. A protagonist in Fun.’s video “We Are Young” is seen texting and using her Windows’ HTC Titan. An Ice watch, Nokia Windows phone, Swarovski are all products blatantly advertised in Jennifer Lopez and Pitbull “Live It Up” video.