A music video is a video made to accompany a song. It features visual elements that relate to the song's lyrics, artist, and genre. Music videos both entertain audiences and help sell and promote the song. They allow artists to develop a brand image and style that draws in fans. Producing high quality music videos helps artists and bands gain more popularity and income from increased song sales, views on platforms like YouTube, and other promotional opportunities. Record labels and producers employ various strategies through music videos like creating controversy or showing new artist images to attract wider audiences and markets.

2. What is a music video?
 A music video is a video that is made for a specific song.
The music video features thing that are relevant to the
artist; production company; record company; lyrics to
the song and the genre. They feature different types of
camera shots to make a sequence.
 While the oxford dictionary explains that a music video
is a ‘… videotaped performance of a recorded popular
song, usually accompanied by dancing and visual images
interpreting the lyrics.’ (from the website:
http://www.oxforddictionaries.com/definition/english/mu
sic-video) Therefore, a music video accompanies a song.

3. Contact Page
Promotional uses
of music videos
How music videos
are a extension of
income?
Extension of outlets
for the artists songs
Forms of
synergy The
Producers
strategies

4. Promotional
Promotion is a tool used to increase sells of the artist/brand’s songs and their brand
image: from their type of music genre and their style. Therefore, this is in order to
mainly to generate more income for the artist or band. It can generate more sells as
the audience will rember the artist or bands image and the type of promotion that
was used; the song its self.
For the purpose of a music video promotional tactics are used in order to:
 Entertain the audience
 Let the audience have a better understand of the song
 Sell the song by people purchasing them in stores by CDs or via the internet like
downloads such as ‘iTunes’
 To expand the artist/bands profile.
If the music video was never produced in the first place then artists and bands
would not of became so popular because of their brand image (which is initially a
big part in the music industry) as lots of their fans purchases their music
because of their style. A band that has done this is One Direction and they have
made a higher profit because of their music videos. When a band member
dressed up as female this created a mass of publicity that may of created people
to listen and become interested in this band even though they where very
established at this point in time. Also the music videos get attention of the other
types of media, such as some of the distributors (four music for an example) to
talk about how crazy or good the music video is. That therefore means that the
artist/band would not have publicity that was created by them and this saves
money on the other forms of promotion as the customers have already become
aware of the music video.
pastorjimmc.comwww.dailymail.co.uk
www.cutoutandke
ep.net

5. Artist and Bands that have
created a clear image
In music videos this in order to sell their, artist or band, song to the
public by creating an image of their self to contrast or fit in with the
concept (mise en scene) of their music video. Therefore, when the
audience see the artist/band dressed in a certain way(from the music
video) they will link the artist/band to the music video.
The idea of the artist of having an image is by the way the record
company wants the artist to be represented, consecutively generate
more sales of the song. An example of the artist having a clear image
for their brand is Rihanna. In the song ‘Only girl’ Rihanna had to dress
in a certain way (created an image) in the press in order to create an
impact on the music video and to create more sales of the song.
An example of a band that has a clear image is the Arctic Monkeys.
The Arctic Monkeys image is quite glum and smart casual to fit in with
the genre of their music-rock and their sub-genre.
www.zimbio.com
www.contactmusic.comwww.quoteimg.com

6. Extension of income
Extension of income is when the song is remembered purely based on the
music video its self. This will make the artist/band more money in the future
because if people remember the music video then the song, by the artist/
band, is promoted and their song could be purchased by the customer. The
record company therefore receive royalties. Also, the people who remember
the artist/band music video will be more inclined to purchase other songs
that the artist/band has produced.
When the music video is distributed on YouTube via the internet the more
views that the video gets the website pays the publisher of the music video.
Which is then distributed to the artist. When the radio plays the songs that
the company has produces the radio company will pay the music company.
Also on when the music video published on DVD and distributed the
company (like HMV) will sell them and depending on the sales the mass of
how many of the DVDs are sold the music company will gain royalty.
For example Gangnam style. Hardly anyone in Britain understood the
meaning or even what the lyrics to the song was-apart from the choirs- but
still masses of people brought and download the song based on its iconic
music video.
http://www.viralblog.com/viral-social-videos/psy-
gangnam-style-viral-culthit-of-2012/

7. Extension of outlets
 Extension of outlets is when the artist/bands label works with the outlet to
ensure that their music video are being played by the outlet. Some of the
outlets that are used for the music videos and the song it self, are: TV
channels; (for example ‘4 music’) the internet sites, such as ‘Blink box’.
 This is used to generate sells for the music videos, the record company and
the artist/band. They also show the music videos and this increases the music
video and song popularity.
 As the use of extension of outlets are part of an income for the artist/band and
the record label- the label must ensure that the outlet must show the
artist/bands music video. This is because, this would lead to increasing sales
for the artist/band as their song becomes more established.
 4music shows the music videos and gives background information about the
gossip that is happening in the artist/bands showbiz life.
 Blink box music lets their customers use their service for free. This business
uses promotional techniques to be an outlet. Blink box music used to be ‘We7’
but the business ‘Tesco’ brought it. When the customer uses this site there
will be promotional adverts which will say things such as buy this album now
through the ‘Tesco’ website. The site also lets the customer listen and watch
the music videos for free It also advertises some artist’s/band’s music albums
act.
http://www.viralblog.com
/viral-social-videos/psy-
gangnam-style-viral-
culthit-of-2012/
play.google.com

8. Synergy
Synergy is when one area of media works with another area of media to
promote something.
The two types of media work together to make an impact. For example the
film Titanic and the song ‘My Heart Will Go’ are associated together. So when
people hear the song they relate the song to the film. This works the same
way from when people watch or hear about the film they relate it to the song.
This makes the sale increase of both areas of the media, as they make the
other media stick in peoples minds and introduce the other area of media into
a wider audience. The synergy can help the music artist/ bands to become
more established and show case their genre in music and their brand image.
Another way that synergy is used in music videos is by product placement.
This away for the record company and the artist or band to produce more
income. As the business of the product will pay the record company to have
the product featured in their (artist or band) music video. An example of this
is when the Arianna Grande music video ‘Break free’ features the product
boom box.
This will benefit the product as it could generate more sales of the product due
to the viewer of the song remembering the product. This will also generate
sales for the artist as when people see the product they could possible
remember the artist song and persuade them to purchase the song.
www.j-14.com
www.dvdizzy.com

9. Producers strategies
The producers in the music industry are: (from
http://www.slideshare.net/hasnmedia/producers-strategies) ‘the major label company’, ’the
independent music label’ and ‘the artist.’
In music videos the producer strategies have an impact on the target market that they are
planning to sale the song to by using the music video to create the image of the artist/brand.
There are various producer strategies, which are:
 Controversy
 Remaking the artistes image
 A narrative in the music video
 Portray the image of the artist/band
 Promotion.
(sources of the information: http://ilovethatfilm.blogspot.co.uk/2013/03/music-videos-and-
producers-strategies.html & http://www.slideshare.net/hasnmedia/producers-strategies.)
By using the internet software to outlet the artists and bands music video will create a wider
market that they are selling their music to (Globally) rather than just in one country to
promote the artist/band. Major record companies work a long side the business ‘VEVO’ to
generate an greater income as ‘VEVO’ works with internet distribution such as ‘YouTube’ and
‘I-pad’ As this business gets money from the distribution the producer receives money.
logos.wikia.com

10. Major labels
 Sony music entertainment
 Universal music group
 Warner music group
These major labels dominate the music market by 70%.
The record labels need each other to compete with. Also
the different labels have different genres of music.
The major labels also own smaller labels. The major
labels help to promote and reals the music videos to the
distrusters. These major labels, that the artist/s are
contracted with, help the artist/s to progress in their
music career as the work load for the artist is being
spread out. The labels also help them by marketing
them and promoting them.
(Resource of information: http://en.wikipedia.org/wiki/Record_label &
http://blogs.wsj.com/speakeasy/2014/01/28/how-macklemore-tapped-major-label-muscle-
to-market-an-indie-album/)

11. Independent artists
One definition of an independent artist is ‘independent music artist is a undiscovered group that is not
signed to one of the big four labels.’ With the introduction of technology it has help to produce
independent artists; create music through there own technology. They can produce music that is not in the
‘mainstream’ genres and therefore have the ‘freedom to explore’ different types of sound and create lyrics
that are meaning fall to them. At the begging of being a independent artist they will be in control of the
management of their production and so forth.
(source of information: http://thestudio120blog.wordpress.com/2011/08/20/what-does-it-mean-to-be-an-
independent-artist/)
When they make a music video the royalties wont go to a record label but instead be distrusted in
royalties to the artist their self and will decide by contracts that they have produced to give so much of the
% of the royalty too.
They artist will also have to take on job roles which in a label company the artist would not have to do.
This means that the artist has a different schedule than artist that use a label. Furthermore, this therefore
means that independent artist will need to promote their music video their self and have to create their
own brand image and create their own image.
Examples of artist/brands that are independent artist are:
 Bastille
 Fun
 The script
 The Brunettes
 Jake Bugg
 Built to Spill
 Butterglory’
A band that has created a brand image and are high up on the star theory are ‘The 1975’
(http://en.wikipedia.org/wiki/List_of_indie_rock_musicians)