purpose of music video

1. Music video production case study
Task 1 Purposes
Question 1:
The first core purpose of a music video is entertainment, this is how
this is for it to be eye catching and enjoyable to watch for the
musician’s fans.
The second core motivation of a music video is branding, the music
video sets a tone for the musician’s songs. This is especially
important to new listeners it should give them an overall expectation
for the musician. For example, a one direction will be very light-
hearted whilst a slipknot music video will be very dark. This gives the
bands their own look and personality which would be expected by
fans.
The third core purpose of a music video is sales, most music videos
come out with singles or the leading songs from an album. Usually in
the bottom of the music videos it will have links to merchandise and
to buying the album. They also will make money off the music video
with all the views that they will get.
Question 2
A broader purpose of music videos is an underlying message. This
could come through the lyrics and imagery. For example, an artist
political belief or issues in the world and they can address them
indirectly in the video this is done to highlight the issue to the viewer
ad their stance on it.
Another broader purpose of music videos is allowing the artists to
express themselves and their music and aesthetic. For example City
Morgue “Dawg” music video shows aggression and there look with

2. no sets it just them with friends but it still conveys their aggression
and its very raw just like there music. Allowing artists to express
themselves in music videos helps the viewers to see the vision of the
artist when they were creating the music.
Another reason why a music video is used is because of features
from other artist this is done with either a bigger artist or a smaller
one which is used to expose a smaller one. This is done by labels to
expose their artists. Or they could be mixing two different artist from
different cultures butt with a similar style for example Skepta and
ASAP rocky in the song “Praise the Lord” where they had recorded
the music video in London for Skepta and new York for ASAP Rocky
and put them next to each other. This brought US fans to Skepta and
UK fans to ASAP Rocky. This feature of Skepta is purposeful since he
is one of the UK’s biggest artists and making a song with ASAP Rocky
one of the US’s biggest artist.
Question 3
In ZillaKami’s music videos he presents himself as aggressive and
dangerous person who has turned his pain into art which makes his
fanbase like him so much he talks about real life things and has
slower songs talking about his life.
ZillaKami’s brand is rock, metal and rap meeting he displays in his
clothing with his patched jeans and in his music videos with highly
edited videos with cuts to horror movies and Godzilla. His music
videos are very raw showing what people do around him which has a
lot of shock value in his music videos which attracts some people
who feel like they do not fit in.
ZillaKami’s videos appeal to fans of metal, rock and rap which gives
him a very diverse viewer base from all styles of music. This gives him
a very wide demographic of views and will appeal to most people.
ZillaKami’s brand style and music videos show someone who is
deliberately mixing styles that do not make sense together, but it

3. works which what attracts people combined with his shocking music
videos people really like him for standing out in the main stream and
this standing out is what makes him popular.
Question 4
The One Direction music video is very upbeat and simple. For
example in the “That’s What Makes You Beautiful” music video it is
all of them on a beach running around it is very simple but appeals to
the target demographic of teenagers and is done purposefully for
this. The main aim of the music video is to making money with the
video being very generic and a very clear message with this being
one of there most famous songs. But the video is high production
and fits the song perfectly. Very clear to their style of music video
and it is what fans expect to see from this group.
The Animal Collective music video is very strange and confusing. For
example, the “Summer Times Clothes” music video does not have a
high budget, but it makes up for that by the props that are used in
the music video along with the flashing lights. The video has a very
sinister tone to it with people trapped in balls doing dances as if they

4. were possessed, then there are people who are wearing sheets and
seem like they are in control of all the chaos, added with the lights
which disorientate the view it shows a underlying message that I
interpreted. It shows the chaos in this world and easy it is to
concentrate on it instead of focusing on the positives. The music
video also seems more artistically driven than the one direction one
with there being an open interpretation of the music video. Every
music video from this group is different and views must pay
attention to the video to understand it.