3. MUSIC VIDEOS ARE
PROMOTIONAL
Music videos are promotional for many reasons. Those reasons are:
Advertisement: To advertise the artist a brand and also to get the artist target audience or the industry
in general to know about her.
Drawing Attention: Music videos also draw attention to the genre of music that the artist performs in
and also the song and the meaning of it. The types of music videos that normally do this are narrative.
Illustrates the song: Again this is done normally by narrative music videos. Also gives clear
understanding to the target audience.
Appeals to the visual audience: the visual audience for most music videos are the youth. By appealing
to them through music videos the youth (visual audience) become captivated and interested by the
artist. This makes the artist memorable to them.
Expresses an individuals emotion: Music videos also portray the emotion that the artist is trying to
convey both physically and visually. The types of music videos that normally do this are veracious. It
also to a certain degree lets the target audience of the artist connect with them.
Tells a story: Music videos that normally tell a story are narrative. Having a music video that tells a
story, makes it easier for the target audience to understand. This in turn promotes the artist as being
more interesting
Markets an image: promotional music videos also market an image. By doing this, it allows the
audience to associate a certain image or aspect to the artist.
4. CREATING A BRAND
Often artist and bands are sold as brands to there target audience. The music video that the band or
artist might have often serves as a product of the brand. To a certain degree it illustrates the way in
which the artist or brand wants to be viewed. They also hope it will persuade people to buy there
music.
Only independent artist that are owned by independent music record labels don’t create a brand. The
reason for this is because they want there music to be sold and not them as a brand.
An example of an artist who has done this is Silento. Silento was made into a brand via his Nae Nae
dance move that can only be associated by him. He also made his music video obnoxious and weird.
By having this the artist made a brand that can be associated only with him.
Emile Sande on the other hand did not promote herself as brand, but rather as a true artist. This is
done via the her song “clown”. The lyrics of the song basically go against brand promotion of artist.
5. AVAILABILITY OF
ARTIST
Before the 1980’s artist where not as a available as much as
today due to the fact that there was not as much technology
and they where on tour. As a result of this music groups such
as the Beatles had to release short films promoting
themselves and also new music.
The pans to a certain degree where almost you could say the
first music video. The reason why you could say this is
because they performed dance routines to the latest songs
released at the time.
6. EXTENSION OF
INCOME
The extension of income does three things: promotes the
artist, single and album, persuades the audience to by the
track and also raises the audience awareness and profile of
the artist. All these three things can be done by the things
that you incorporate into a music video. An example of an
artist that has done this Eminem with his music video “ My
name is”
7. EXTENSION OF
OUTLETS
There are many extension of outlets that can be used to
promote and raise awareness of artist and also there music.
An example of some of those outlets are music channels
such as (MTV), direct DVD and CD sales such as (Now that’s
music), self promoting websites and downloading soft wares
and programs such as (iTunes).
All these different outlets help promote the artist and also
bring in more money. As technology keeps improving and
expanding, more and more outlets are being created on a
variety of digital platforms such as “ phones, tablets and
laptops.
8. SYNERGY
Synergy is also another purpose of music videos. Synergy is
when one thing promotes another thing. Before in the 1980’s
synergy was quiet a common thing in music videos. This
would normally include the artist use another product as a
prop or costume in there music video. An example of a music
video that displays this is the music video for the song “The
motto” in this music video Drake is promoting North Face by
wear there coat and also gloves.
9. THE STRATEGIES
PRODUCERS USE
With the increasing technologies, there many illegal ways in
which people access music without having to pay for it. As a
result of this, producers are losing money. One strategies
that producers use to stop this is by putting there music
video on music channels on YouTube such as vevo. By doing
this people can watch there music for free without them
losing money because vevo are paying them to show their
music videos.
