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Purpose of a Music Video
DANIEL FINLAY
The Multiple Reasons For Making A
Music Video
 Money from Sales
 Producer promotion
 Record Label promotion
 Availability on TV, Social Media
 Gain audience
 Representation
 Synergy
All these reasons help the company, artists, or record label in multiple ways, and is the reason that
they continue to make music videos. They use all of these reasons so that they can help introduce
themselves to the public, give themselves an image, and help the company that has contracted and
helped produced them make money for their industry.
Representation
 Representation is how the artist or band is shown within the music video. This can be portrayed
in a good or bad way, depending on how other people like their portrayal. For instance, R.Kelly’s
song “If I could turn back the hands of time” talks about how much he loved his old girlfriend
and would do anything for her, which shows he’s a caring man, which isn’t bad representation.
However, on the other hand, Eminem’s “Kim” isn’t exactly good representation for the rapper, as
he talks about kidnapping his ex-wife, and killing her and her new lover. This song also caused
outcry’s to stop Eminem, so probably wasn’t very good representation for him. Both of these
songs show the differentiation in representation in media, and shows how bad it can be for the
public to see certain artists in certain ways, however, in some cases (such as Eminem’s), he
doesn’t tend to care as much, and can even make songs about not caring about such issues as
he did with his song “The Way I Am”.
 R.Kelly’s song “If I could turn back the hands of time” :
https://www.youtube.com/watch?v=VsOPVCK745I
 Eminem’s “Kim” : https://www.youtube.com/watch?v=z_6lgDFX6y0
Synergy
 Synergy is the releaser of a brand across multiple different media platforms to gain more audience,
a better image for the brand, and more income from the brand. For example, Ed Sheeran goes
across multiple platforms to get himself recognised, as he makes music as an artist, has written his
own book, features in film {Bridget Jones’ Baby}, songs for soundtracks, and more. This helps him
get his name known across many different media platforms, and helps different types of people like
what he does. For example, not everyone may like his music, but may enjoy his acting, and not
everyone make like his book, but may like his music, and vice versa. All of this helps Ed Sheeran's
name be heard in as many places as possible, and allows him to grow a bigger target audience
while making more money for himself.
Promotion of the Artists
 Music videos also help other artists who are lesser known get bigger, especially if another artist who is
much bigger is also in the music video, as that will allow the other artist to get recognised much quicker
than they normally would. For instance, Lil Dicky made a song with Snoop Dogg and it helped him gain
more popularity, as they both made the song “Professional Rapper”
{https://www.youtube.com/watch?v=LlU4FuIJT2k}. This song helped Lil Dicky show himself to the public
by having a ‘professional’ rapper in his song, and allows Snoop Dogg’s fan base to also listen to the song
as well as it includes him. The music video is also animated, which may be a more interesting style than
just a normal, boring music video for the public to watch. Snoop Dogg’s style helps add to Lil Dicky’s
quirkiness, and allows Lil Dicky to be himself and express what rap style he has and show himself to the
public, gaining a much larger audience.
Promotion of Record Label
 When big artists collaborate together, this allows not only the artists to gain popularity and an audience,
but the record label to gain exactly that, too. As people watch a music video, they may like an artist that
they’ve never heard before, and proceed to check where this artist is from, what he’s done, who he works
with, etc. The record label may then get noticed, and gain popularity. For instance, Busta Rhymes works
with Chris Brown in “Why Stop Now” {https://www.youtube.com/watch?v=-_sdL-SCJWI}, and Busta
Rhymes worked for Conglomerate while Chris Brown worked for RCA Records. This allowed two big
name artists to work together to create a larger audience to watch the music video than what would
normally happen if it was one large artist, or even none at all. This allows more views for their YouTube
video, and therefore, more promotion.
Album Sales
 Music videos also help the growth of album sales, as it increases the chance that, when you see it, and if
you like it, you may also buy the album which the song is featured in. For example, Eminem’s single “Not
Afraid” [within the first week] sold 380,000 copies, and ended up helping sell 5 million copies overall for
his album “Recovery” which the song featured on. This shows how music videos can help the growth of an
artist and an album, and how the music video allowed more people to hear about the album. The song
also came out before the album as a single by itself, which allowed the audience to become more
interested for when the album comes out, hyping his audience more, and allowed people who aren’t a
fan of Eminem to see if they like or enjoy his music, which if they do, they can then buy his album, giving
him more fans as well as more sales.
‘Male Gaze’ Theory
 The ‘Male Gaze’ Theory was a theory presented by Laura Mulvey in 1975, and essentially states that if
(mainly) women wear less clothing, their music video is bound to get more views, and it’s true. Songs
such as Blurred Lines {https://www.youtube.com/watch?v=qODrhss9ALc}, Anaconda
{https://www.youtube.com/watch?v=LDZX4ooRsWs}, and many more, also have millions upon millions of
views, and it’s simply, due to the fact, that sex sells. The theme of sex selling has been using in all of these
videos, and may give the audience more incentive to watch the video. However, some of these videos
may have controversial issues within them, as Blurred Lines did, due to the lyrics of the song, as well as
how the women in the video were dressed and how they were treated, so the Male Gaze Theory may
also be a problem for the creators of the music video, and may cause more problems than giving
benefits.

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[Task 2] Purpose of A Music Video

  • 1. Purpose of a Music Video DANIEL FINLAY
  • 2. The Multiple Reasons For Making A Music Video  Money from Sales  Producer promotion  Record Label promotion  Availability on TV, Social Media  Gain audience  Representation  Synergy All these reasons help the company, artists, or record label in multiple ways, and is the reason that they continue to make music videos. They use all of these reasons so that they can help introduce themselves to the public, give themselves an image, and help the company that has contracted and helped produced them make money for their industry.
  • 3. Representation  Representation is how the artist or band is shown within the music video. This can be portrayed in a good or bad way, depending on how other people like their portrayal. For instance, R.Kelly’s song “If I could turn back the hands of time” talks about how much he loved his old girlfriend and would do anything for her, which shows he’s a caring man, which isn’t bad representation. However, on the other hand, Eminem’s “Kim” isn’t exactly good representation for the rapper, as he talks about kidnapping his ex-wife, and killing her and her new lover. This song also caused outcry’s to stop Eminem, so probably wasn’t very good representation for him. Both of these songs show the differentiation in representation in media, and shows how bad it can be for the public to see certain artists in certain ways, however, in some cases (such as Eminem’s), he doesn’t tend to care as much, and can even make songs about not caring about such issues as he did with his song “The Way I Am”.  R.Kelly’s song “If I could turn back the hands of time” : https://www.youtube.com/watch?v=VsOPVCK745I  Eminem’s “Kim” : https://www.youtube.com/watch?v=z_6lgDFX6y0
  • 4. Synergy  Synergy is the releaser of a brand across multiple different media platforms to gain more audience, a better image for the brand, and more income from the brand. For example, Ed Sheeran goes across multiple platforms to get himself recognised, as he makes music as an artist, has written his own book, features in film {Bridget Jones’ Baby}, songs for soundtracks, and more. This helps him get his name known across many different media platforms, and helps different types of people like what he does. For example, not everyone may like his music, but may enjoy his acting, and not everyone make like his book, but may like his music, and vice versa. All of this helps Ed Sheeran's name be heard in as many places as possible, and allows him to grow a bigger target audience while making more money for himself.
  • 5. Promotion of the Artists  Music videos also help other artists who are lesser known get bigger, especially if another artist who is much bigger is also in the music video, as that will allow the other artist to get recognised much quicker than they normally would. For instance, Lil Dicky made a song with Snoop Dogg and it helped him gain more popularity, as they both made the song “Professional Rapper” {https://www.youtube.com/watch?v=LlU4FuIJT2k}. This song helped Lil Dicky show himself to the public by having a ‘professional’ rapper in his song, and allows Snoop Dogg’s fan base to also listen to the song as well as it includes him. The music video is also animated, which may be a more interesting style than just a normal, boring music video for the public to watch. Snoop Dogg’s style helps add to Lil Dicky’s quirkiness, and allows Lil Dicky to be himself and express what rap style he has and show himself to the public, gaining a much larger audience.
  • 6. Promotion of Record Label  When big artists collaborate together, this allows not only the artists to gain popularity and an audience, but the record label to gain exactly that, too. As people watch a music video, they may like an artist that they’ve never heard before, and proceed to check where this artist is from, what he’s done, who he works with, etc. The record label may then get noticed, and gain popularity. For instance, Busta Rhymes works with Chris Brown in “Why Stop Now” {https://www.youtube.com/watch?v=-_sdL-SCJWI}, and Busta Rhymes worked for Conglomerate while Chris Brown worked for RCA Records. This allowed two big name artists to work together to create a larger audience to watch the music video than what would normally happen if it was one large artist, or even none at all. This allows more views for their YouTube video, and therefore, more promotion.
  • 7. Album Sales  Music videos also help the growth of album sales, as it increases the chance that, when you see it, and if you like it, you may also buy the album which the song is featured in. For example, Eminem’s single “Not Afraid” [within the first week] sold 380,000 copies, and ended up helping sell 5 million copies overall for his album “Recovery” which the song featured on. This shows how music videos can help the growth of an artist and an album, and how the music video allowed more people to hear about the album. The song also came out before the album as a single by itself, which allowed the audience to become more interested for when the album comes out, hyping his audience more, and allowed people who aren’t a fan of Eminem to see if they like or enjoy his music, which if they do, they can then buy his album, giving him more fans as well as more sales.
  • 8. ‘Male Gaze’ Theory  The ‘Male Gaze’ Theory was a theory presented by Laura Mulvey in 1975, and essentially states that if (mainly) women wear less clothing, their music video is bound to get more views, and it’s true. Songs such as Blurred Lines {https://www.youtube.com/watch?v=qODrhss9ALc}, Anaconda {https://www.youtube.com/watch?v=LDZX4ooRsWs}, and many more, also have millions upon millions of views, and it’s simply, due to the fact, that sex sells. The theme of sex selling has been using in all of these videos, and may give the audience more incentive to watch the video. However, some of these videos may have controversial issues within them, as Blurred Lines did, due to the lyrics of the song, as well as how the women in the video were dressed and how they were treated, so the Male Gaze Theory may also be a problem for the creators of the music video, and may cause more problems than giving benefits.