The document discusses the purposes of music videos, including allowing audiences to understand songs visually, creating memorable visuals to promote songs and albums, entertaining audiences, and promoting artists. It provides examples of camera techniques like close-ups and long shots used in music videos. Music videos can represent different genres through styles, symbols, and settings. They help promote songs, artists, albums, and record labels to generate revenue. Artists also use synergy across media to expand their audiences and brands. The male gaze is discussed as a technique to attract larger audiences, especially male viewers. Music videos have evolved since 1981 to become a standard part of the music marketing process, sometimes driving songs into the top charts through their popularity alone.

1. TASK 2
UNIT 1
BENJAMIN KARRASS

2. PURPOSE OF A MUSIC VIDEO
The main reason for a music video is to allow
the audience to understand the song more with
a visual explanation. A music video is to create a
memorable visual for the song, this could
increase how many copies of the song people
buy. The video is to usually show the audience a
message and to help them understand what is
going on. Its to entertain the audience and show
of their talent like dancing and acting. Music
videos have changed over the years in all
different ways, some music videos can include a
short film, this meant it had a start, middle, and
an end, Michael Jackson was the first person to
create a short film in a music video.

3. PURPOSE OF A MUSIC VIDEO- EXAMPLES
Close ups are used in music videos to show the
emotions and facial expressions on the artists
faces in their music videos, one example of
this is in Taylor swifts music video blank space,
you are able to see her emotions when singing
close up, also another camera angle often used
is a long shot, this is used to show power or to
show the audience how much they might have.
Another example of this use in music videos is
Pillow talk by Zayne and close ups are used in
this to show the emotion of both of the people
in the music video.
http://www.vevo.com/watch/taylor-swift/Bla
Space/USCJY1431509
http://www.vevo.com/watch/zayn/
PILLOWTALK/USRV81501126

4. PURPOSE OF A MUSIC VIDEO
All genres have a different style for their music videos, Firstly Hip Hop often have their
music video based in a night club, drugs and alcohol is often used in videos, the men
often have power over the women in their music videos. In Rock dark colours are often
used, and guitars are often used in the videos to show this is about music. The music
video promotes a song which in turns into promoting an album, the main purpose is to
sell an image of an artist/. The overall purpose is to help to generate money for the
record company.
http://www.vevo.com/watch/acdc/Highway-to-
Hell/USSM21100511

5. PROMOTION OF THE ARTIST
• Having a music video allows you to see who
the artist is, so you are aware with what
he/she looks like.
• It allows the audience to see how the artists
act with their music to see how meaningful
it might mean to them, it also allows the
audience to see how the artist dresses with
their jewellery and, the audience can also
see what type of body language they use
and what facial expressions they might

6. PROMOTION OF THE ARTIST
• It allows the artist to become more well known and
get more publicity.
• The music video usually has a logo of their music
company, this allows the audience to check out what
other artists are part of that company, and this can
help other artists to become more popular in the
music industry. This is their record label and people
can see other work different artists have done.
• Artists do collaboration in their songs to make their
audience expand or to help other artists become
bigger, an example of this is logic collaborating with
lil Wayne in sucker for pain, this makes lil Wayne
audience want to check out logics music.

7. REPRESENTATION
• Representation is a reconstruction of reality,
they recreate reality for their personal needs.
• This can relate to music videos because of
stereotypes that are used in music videos for
the type of music that is played or showed, for
example in snoop dog's music video he shows
his type of music as people who have nice cars
and have girls in their cars. People do this in
their music videos to show the audience that
this is what they have got with the money they
have and to show that this is what happens
when you are like them. It Reconstructs
peoples reality to make them think that when
you see someone the same race or religion
that what they are and what they are like but
can sometimes be wrong.
Representation can represent the artist and
also represent the story that the song is
telling the audience.
Music videos help the album from whatever
song the video is by making more money
and selling more copies of the album.
http://www.vevo.com/watch/dr-
dre/Still-D-R-E/USUV70702309

8. ALBUM SALES
If the music video is enjoyable to watch and people like
what they see the audience are going to want to check out
other songs by that artist, this can help the artist become
more popular but it can also help the album where the
song is sell because people will want to purchase that
song, overall if you show a good music video it can
promote your album. Some songs have more that one part
to it, so when an artist releases a music video with just part
one the audience are going to want to see the other part of
the song, this will make the audience e buy the songs or
album with the next parts to the song, this helps albums
sell and the artist make more money. An example of this is
the song “Another brick in the wall Pt1” by Pink Floyd, this
song is part of the album the wall where it contains another
2 parts to that song, only part 2 has a music video so this
attracts the audience to listen to the 1st and 3rd song.

9. SYNERGY
Media institutes use synergy techniques in order to
increase their brands image, and to expand their target
audience. Eminem has used synergy over a wide range
of platforms to expand his audience, for example
Eminem has not only made music he has also wrote a
book and made a film, for his film he even created a
sound track, this is just a few examples of what Eminem
has done to widen his audience. Eminem even had his
own TV show, he is one of the biggest rappers know in
the world now from all what he has done to create a
bigger audience. This shows that the more people that
expand their brand and music over different platforms
they will be able to become bigger and more known.

10. SYNERGY
• Loads of people use synergy to increase
their brands identity, not only artists and
musicians use synergy to have a wider
audience but brands like star wars and
happy potter also use it, for example
harry potter started as a book and then
turned into a film, this also included harry
potter turning into a game and having a
soundtrack.
• People that may not listen to an artist but
watch a film with that artist is in and this
can make the viewer want to check out

11. MALE GAZE Many artists have
used the male gaze
to have a wider
audience like Miley
Cyrus. Having the
male gaze in music
can change how
men and people
look at women, this
can not always be a
good thing because
it is showing women
as an object and in a
way of being used to
have a bigger
audience.
The male gaze is used in music videos to make men want
to watch the music video so the brand is able to get more
money and a bigger audience, it gives men a visual
pleasure to view the music videos. Usually in music videos
the camera focuses more on the body of the women, this is
because of the male gaze, they don’t focus on the face of
the artist but the body because that is what people want to
see in the music videos, this helps albums and songs sell
more because that is what most of the audience is looking
for

12. MUSIC VIDEOS THEN VS NOW
• In 1981 Mtv was launched and the first music video was aired, the song was called ‘video killed
the Radio Star. Through the mid 80s music videos became a general thing to have when you
have made a song, it became a role in the marketing of an act or artist. Stars used music videos
to represent their star image and star power in the music industry.
• Now music videos have become a common place in the music industry meaning that every song
that makes it into the charts has a music video or is making a music video. Sometimes the
popularity of the music video is enough to propel the song into the top 10 charts. Now lots of
music videos consist of sex or kissing this is for the male gaze as well to make more people
watch their music video, they also consist of drugs and violents too.
https://www.youtube.com/watch?v=sOnqjkJTMaA