3. Why do artists have music videos?
• An interesting music video will influence audiences to purchase the song
which is used in the video - this is one of the main purposes of producing
a music video. Major labels: Their main purpose is to sell music and artists
as a product, which has led them to market domination within
the music industry.
• They were originally created as ‘promos’ to sell albums, later they would
become devices to represent their star image and power
• Now, any song to get in charts has a video and there are many different
approaches to making music videos and many different types
• Regardless the type, they are COMMERCIAL products to PROMOTE artist
and their music
4. Generally, the purpose is to….
1. Sell the song, make it memorable
2. Give audience better understanding of song
3. Entertain, showcase artist’s talents/skills
4. Sell CDs or downloads created by memorable visuals
5. Marketing = exposing and expanding artist’s profile
5. So basically….
1. Music videos promote song and therefore promote album
2. Sell artist’s image
3. Generate money for record label (owners)
6. What are performance videos?
• All about performance of artist/group to camera or audience. Popular in
rock bands and cuts between band members. Also popular with
mainstream artists who need to be focus of video, dancing/singing etc.
• Part of self promotion and a brand: if audience see good singing/dancing,
they are more likely to go to the concerts/buy singles/albums etc
• Advantages: cheap, fast, easy to make, just effort with
setting/costume, allow self-promotion
• Disadvantages: can be generic, uncreative as very common
9. Your task
• To show your research and get evidence from a range of performance music videos
In the slides:
• -screen shots from the video
• -annotations
The annotations should include:
• -conventions (things you expect in a performance music video)
• -suitability for artist/genre (why have they done a performance music video)
• -any other relevant info
12. (POP) Britney Spears “Baby One More Time’
USP: Flirty/sexy/innocent school girl
Mid shots highlight her body and
showing tummy
Highlighting
dancing skills,
variety of similar
costumes which
are trendy = pop)
Choreographed dancing, long shots to
highlight movement
Central
position and
focal point of
‘group’ as
promoting
her and her
USP/image
Her 1st video which
is a simplistic
performance video
to promote her USP
and image, (cheap to
make as simple
locations) and
establishes
American teen pop
genre
13. (POP) Britney Spears “Baby One More Time’
Frequent cutting to close ups
of singing which show artists
talent and performance
ability
Also reinforcing USP
(flirty/innocent teenage
heart throb)
Shallow focus with her and
her eyes as focal point
