This document provides guidance and tasks for students to learn about the purposes of music videos. It includes links to example music videos and student blogs. Students are asked to work in groups to create a mind map of music video purposes and post it to their blogs. The document outlines four learning objectives covering the purposes, styles/techniques, planning and production of music videos. Students are provided context as assistant producers needing to explain music video purposes to a record company. Suggested purposes include promotion, creating synergies between song and video, extending income sources and maintaining artist visibility. Groups are assigned hypothetical record label briefs to develop marketing strategies for different artists.

1. Task: in groups of twos or threes, create a mind map that shows
as many different purposes of music videos as possible.
Use this website to create your mind map
https://bubbl.us/
Post to your blog when complete

2. LO1: Purpose of music videos
LO2: Understanding the styles, conventions
and techniques of music videos
LO3: Originate and plan a music video
production
LO4: Complete a music video production

3. https://www.youtube.com/watch?v=rEhjwJnTczA
Knife Party – Bonfire
https://www.youtube.com/watch?v=rEhjwJnTczA
Rory Campbell-
ShutEmDown

4. Task andVocational Context: You are in the
role of assistant producer working at a
production company specializing in music videos.
You need to create a PowerPoint or a written
report which explains the purposes of a Music
Video to present to a record company.

5. All: list the main purposes of music videos
Most: give examples to illustrate main purposes

6. http://tillytaylormedia.weebly.com/
http://abipratermedia.weebly.com/blog
cccmediacw.wordpress.com
Jogniemedia.wordpress.com
http://alevelm.weebly.com
http://emmasmithblog.weebly.com/

7.  Promote
 Create synergy
 Extend income
 Extend outlets
 Difference in purposes for major record
labels, independent producers and self
promoting artists

8. ‘One of the greatest advantages of music videos is that they enable the
performer to be seen onTV when they are not actually performing.Obviously
you can’t play music onTV without anything happening on the screen so the
video was developed to give viewers something to watch whilst listening to
the song.This extends the playability of the track considerably. Sometimes
the video goes a stage further and becomes a cult item in its own right. It’s
more than likely that Robert Palmer’s song Addicted to Love would be
forgotten by now, were it not for the video.

9. https://www.youtube.com/watch?v=syFZfO_wf
MQ
Discussion points
1. In what ways does the video promote the
song?
2. What message is the video sending about
the artist(s)?
3. How does the music video ensure that they
are kept in the public eye?

10. https://www.youtube.com/watch?v=D1gl46hh3
sQ
Discussion points
1. In what ways does the video promote the
song?
2. What message is the video sending about
the artist(s)?
3. How does the music video ensure that they
are kept in the public eye?

11.  Research the term media synergy and post
the definitions on your blogs
 Find an example of a music video that has
worked in synergy.

12. Question: find 1 way in which an artist or record
label can make money from a music video
http://www.rollingstone.com/music/news/seven-ways-musicians-make-money-off-
youtube-20130919

13. Group 1:
List all the places a song can be played (without
a music video)
Group 2:
List all the places a song ca be played as well as
all the places a music video can be played

14. Task:
Divide into 3 groups
Create a marketing strategy for your given
company, using the questions as a guide

15. The company: Soony
Soony is a major global record label. It does not
specialize in one particular genre, but instead sign
artists that they think promote in order to make
the most money.They have huge resources
available to them, including big budgets.
The artist: Lady LaLa
Who is the target audience?
What will be included in the video?
What will the style of the video be?
What will be the budget?

16. The company: Wap Records
WR is a company that specialises in electronic music.
They see their work as an art form and as an extension
of the music, rather than just an advert for the artist,
and aim to please existing fans of the genre.They are
highly regarded in the niche area of the industry. Often,
well known artist will use them once major record labels
have given them international fame.
The artist: AphexThin
Who is the target audience?
What will the video be about?
What will the style of the video be?
What will be the budget?

17. Artists name: Foo Fakers
This band met at university and have been making
a name for themselves playing at local festivals
and gigs.A friend of the band has offered to make
a promotional video for them so that he can add to
his film show reel.This is a side project for the
video maker and budget is limited
Who is the target audience?
What will the video be about?
What will the style of the video be?
What will be the budget?