Music videos became an important promotional tool for artists in the 1950s-1980s as the music industry shifted from radio to television. Only major label artists could initially afford professional music videos. In the late 1970s, independent labels also began producing music videos, allowing their artists to reach wider audiences. Many independent labels later signed distribution deals with majors, growing their businesses. Now, the lines between independent and mainstream artists are blurred as new promotion methods and revenue streams have emerged through technology and different business models.

1. Promotion and Distribution
Of Artists through Music Videos

2. From the 1950’s
 The music industry moved from a radio based medium to a
visual medium – as television became mainstream.
 Only artists signed to major record labels could afford the
costs associated with shooting then distributing music videos
in the 1960’s (The Beatles, Serge Gainsbourg, The Animals.)
 In the late 1970’s / early 80’s bands signed to independent
record labels started to go mainstream and shoot music
videos. Virgin Records/ Rough Trade/ 4AD /Factory Records.
Enabling them to gain a wider audience ( if shown on
television.)
 Many independent record labels like Virgin gained major label
distribution deals which enabled them to grow considerably.
Another example (80’s) - Ruthless Records with EMI (N.W.A)
 Many independent labels would become successful and sell
either part or all of the label to a major. Virgin to EMI – 1992.
SubPop to Warner in 1995 (The label that first signed
Nirvana.)

3. Major Vs Independent / Self
Produced Artists
 Promotion - Mainstream Artists now use alternative approaches to self
promotion through blogs and alternative websites like Pitchfork. Major record
labels pay so called ‘taste makers’ to promote new artists. The lines between
who is independent and mainstream are now blurred (deliberately.) For
example ‘Skrillex’ BigBeat (label started as indie now owned by a major -
Warner Music.) Artists like Lady Gaga, Kanye West use cutting edge video
directors to make them appear cool and ‘independent of’ the corporate
culture associated with major record labels.
 Extension of Income / outlets - broadcast and online music video
channels. Advertising. Downloads. Music Royalties. Merchandise. Live
Performance. Endorsements. (The demise of CD / DVD.)
 Synergy - Conglomerate reach of major labels – film / tv production i.e.
link into soundtracks. Merchandise. Performance. Good e.g’s - Time
Warner / Disney.
 Technological Convergence - Mobile phones / Computers / Games
Consoles / ipad etc.

4. TASK
 Research one mainstream and one independent /
self produced artist.
(For eg The Arcade Fire are signed to an independent label but have major
distribution / publishing which helps them gain a wide audience and extends
their income. They are still classed as‘Indie.’)
http://www.newyorker.com/arts/critics/musical/2010/08/16/100816crmu_music_frerejones
 Explain (with examples) how they use music
videos to promote themselves.
 How can this lead to the artist extending their
income?
 How does their record label employ forms of
synergy?
 Technological convergence - what role does this
play in the promotion and distribution of their
music videos?