TASK 1THE PURPOSE OF A MUSIC VIDEO

AS1: Task One:Understand the purpose of music videos:

You will need to write about the following:

promotional availability of artist extension of income extension of outlets (music channel, direct DVD and CD

sales, website, download) synergy (films, TV programmes) the strategies producers’ use (major label, independent,

artist self-produced)

Music Promo video

What is the purpose of a music promo video?

Promotional Advertisement Draws attention to the music/song Illustrates the song Appeals to a visual audience Expresses an individual’s emotions Tells a story Markets an image

Creating a Brand Often artists/groups are sold as a brand and

the music video acts as a product of the brand, in the hope that the audience will be inspired to “buy into the brand”

For some artists the ‘image’ is of greater importance than the quality of the product. The Spice Girls are a good example of this.

Other times it is the song and the meaning of the song that is sold, and the artists ‘image’ has little to do with the sale of the song.

Marketing an image

Lady Gaga AdeleCompare the image of these two artists:

What makes it memorable?

Lady Gaga “Born This Way” http://www.youtube.com/watch?v=wV1FrqwZyKw

PSY – Gangnam Style http://www.youtube.com/watch?v=CH1XGdu-hzQ

Why is this a good example of a promo video? How does it achieve a range of different promotional

aspects?

Availability of Artist In 1964, The Beatles starred in their first feature

film A Hard Day's Night, directed by Richard Lester. A year later in1965 they then began making

promotional clips for distribution and broadcast in other countries.

They did so to enable them to promote their record releases without having to make in-person appearances.

Availability of Artist It was only after the success of Queen’s

"Bohemian Rhapsody" that it became regular practice for record companies to produce promotional videos for artists' single releases.

These videos could then be shown on television shows, such as Top of the Pops, without the need for the artist to appear in person.

Availability of Artist Before promo video’s became popular if the

artist was unavailable they would have their music broadcast and accompanied rather than dancers such as Pan's People.

Brian May said the video was produced: A) so the band could avoid miming such a

complex song on Top of the Pops. B) as they would be unable to appear on the

programme every week as they were scheduled to appear on tour (It was number 1 for 9 weeks).

Extension of income Promotes the artist/single/album Persuades audience to buy –

CD/download Raises the audience awareness or

profile of the artist/group – tours, festivals

Product placement e.g. Christine Aguillera & perfume (Not Myself Tonight)

Extension of outlets Music channel Direct DVD and CD sales Website Download

The End of the Music Channel? With competition from a variety of online

platforms, music channels are no longer the strong promotional platforms they once were.

In many ways the music video channel is in danger of becoming defunct and irrelevant.

Online streaming and downloads mean that music videos are instantly accessible.

Gone are the days of TOTP!

Synergy Films TV programmes

Sky Fall http://www.youtube.com/watch?v=StJLvb

PIvTw Military Wives http://www.youtube.com/watch?v=0hR6

O7VxKaQ Why is synergy a good thing ?

Producers’ strategies Major label Independent Artist self-produced

Major Record Labels The music industry is dominated by four multi

national corporations;

• Universal• Sony Music• Warner Brothers• EMI

These are referred to as ‘The Majors’. The majority of these are backed by conglomerates with stakes in other industries such as; Film, TV and Electronics.

Major-Independents Most of these ‘Majors’ own, or license, a series of

smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre.

Columbia Island Syco RCA Virgin, These companies are known as ‘major-

independents’.

Major Label Strategies - VEVO Vevo is a music video website owned and operated

by Universal Music Group, Google, Sony Music Entertainment, and Abu Dhabi Media.

It was launched on December 82009. The videos on Vevo are syndicated across the web, with Google and Vevo sharing the advertising revenue.

Vevo offers music videos from three of the "big four" major record labels: Universal, Sony Music Entertainment, and EMI Records. Warner Music Group was initially reported to be considering hosting its content on the service, but formed a rival alliance with MTV Networks

Independents There are a huge number of small companies

with little or no financial connection to the majors. These companies often concentrate on a small

number of acts, within specialised niches in the industry, Hip Hop/Rap/Electronica/Dance

These are called ‘Independents’. An example of a highly successful independent is ‘Warp Records’.

It is often that record labels begin as independents, but then are bought by a major and then become major-independents.

Independent Label Strategies

Independent or “indie” producers often see their work as an art-form and not just an advertisement for the music industry.

These types of producers often become well sort after by mainstream artists,

Chris Cunninham Chris Cunningham made his directorial

debut in 1997 with the music video for "Come to Daddy" by Aphex Twin

It was praised, banned, and raved about by many people in the business.

Artist self-produced Artist self-produced videos have the

smallest budgets and are usually unknown artists.

Making your own video and utilising a website such as Youtube can lead to great success.

Justin Bieber Justin Bieber was discovered in 2008 by

American talent manager Scooter Braun. He came across Bieber's

videos on YouTube   and then became his manager.

TASK 2: DIRECTOR CASE STUDY

CASE STUDY - Emil Nava Emil Nava Began as a

runner for film production companies

Worked for Blink Productions

Now freelances for OB Management

CASE STUDY - Emil Nava After working as a runner graduated to

Assistant Director (A.D.) where he would manage the video shoots

He signed to Academy – who are the biggest music video production company

Then worked for Between the Eyes and now works mainly for Pulse

CASE STUDY - Emil Nava At his busiest Emil has made 24 music

videos in one year When he began shooting videos for

independent labels the budget would be as low as £5,000 to £10,000

His most expensive video to date has been for Jessie J and the budget was £160,000

CASE STUDY - Emil Nava Emil’s first budget was for the band Kid British

and the track Our House Budget - £20,000 Location – Manchester Cast – local people 1 day for filming 2/3 days for editing 10 days pre-production Demonstrates the very tight timescales

involved

CASE STUDY - Emil Nava Kid British – Our House

CASE STUDY – OB Management

OB Management work as agents for music video directors

Their aim is to: Nurture talent Work with production companies Work with record labels Match the right director to the right artists

CASE STUDY - Emil Nava Paloma Faith ‘30 Minute Love Affair' Client Sony - Director Emil Nava http://www.youtube.com/watch?v=O0O2DfNRxv4

CASE STUDY - Emil Nava Paloma Faith 'Picking Up the Pieces' Client Sony - Director Emil Nava Cost - £80,000 http://www.youtube.com/watch?v=Ijel4Vcqd9g

CASE STUDY - Emil Nava Ed Sheeran 'Lego House' Client Atlantic - Director Emil Nava http://www.youtube.com/watch?v=c4BLVznuWnU

CASE STUDY - Emil Nava Jessie J 'Do It Like A Dude' Client Island - Director Emil Nava Cost - £25,000 http://www.youtube.com/watch?v=pOf3kYtwASo

CASE STUDY - Emil Nava Rita Ora 'RIP' Client RocNation - Director Emil Nava http://www.youtube.com/watch?v=L1l9WST5lXM

CASE STUDY - Emil Nava Ed Sheeran 'You Need Me' Client Atlantic - Director Emil Nava Cost - £35,000 http://www.youtube.com/watch?v=ZXvzzTICvJs

CASE STUDY - Emil Nava Jessie J 'Price Tag' Client Island Director Emil Nava http://www.youtube.com/watch?v=qMxX-QOV9tI

Relation of Visuals to Song

There are three ways in which music videos work to promote a song

Illustrate Amplify

Disjunctur

e

Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common

This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our visionThis is where the

meaning of the song is completely ignored