Purpose of music videos

PromotionalSell records.The most sold record of all timeis ‘White Christmas’ by Bing Crosby,selling 50 million, this song wasreleased in 1942 and every Christmasit gets played.

Music video can explain the lyrics of the song.Michael Jackson’s song ‘Earth Song’ has been foundto be the 3rd most confusing lyrics for a song especiallythe lyrics ‘What about elephants? Have we lost theirtrust?’. When he bought the video out for the song,he included elephants for the lyrics to make more sense for the audience. http://www.youtube.com/watch?v=XAi3VTSdTxU

Entertain the audience.From all the songs released since2000 Lady Gaga’s music video for ‘Bad Romance’ won the best video.The video for this song is differentcompared to any video out there. Thesong also won Video of the year atthe 2010 VMA’s.http://www.youtube.com/watch?v=qrO4YZeyl0I

Promote the artist.Especially when a new artist is coming ontothe scene, they will create a music video to promote their selves so people know what they looklike. For example this year Rixton was a new band and they released their first music video for ‘Me andMy Broken Heart’ not only was it a music videobut the audience got to see them as artists. http://www.youtube.com/watch?v=7JJfJgyHYwU

PromotionalFor an artist is is more important to promote their song/video now compared to years ago aspeople can illegally download the song or they aren’t aware of it because of all the othertechnology going on that is why the best selling song worldwide are from 1935-1997.

Artists need to find a way to bring in money because their songs aren’t selling as much thatis why concert tickets are so expensive for example one direction and Beyoncé tickets are£50 then if you want to upgrade and get even closer they can be £80.

Extension of outletsA music video can be seen in many different ways, that is why artists do a music video togo with a song.

The first example is on the TV, nowadays there are a lot of music channels on TV compared toyears ago when there were only a few. This is a good way to promote a song because it is a easyway to watch the music video.

The internet is a big part of most peoples lives now. This is another way to promote a musicvideo as you can see it in a lot of places but the most popular example is YouTube. Some YouTubevideos have millions of views and this means many people have seen it.

YouTube and Facebook can link together to promote a music video as someone could like orshare a music video on Facebook that they have getting off YouTube and it means more peoplewill see it because it has been shared.

Synergy

Synergy is when two companies come togetherto create a video. It is used for music videos, the advantages of this technique is that it promote the artistand for example the film.

Bryan Adams, Everything I Do,is the song from the Robin Hoodfilm

Celine Dion, My heart will go onis from the film Titanic.

http://www.youtube.com/watch?v=3JWTaaS7LdU

Film synergy1992 hit film The Bodyguard was in the top 10 grossing films for that year as it grossed $16.6 million in it’s opening weekend.

After the film was released Whitney Houston, who was the star in the film, released a music video for one of the songs thatwas played in the film, I Will Always Love you. This song is the 7th

best selling single worldwide with 20 million sales, one of thereasons might be because the video includes clips from the filmand people will recognize the song from the film.

The way synergy works for this music video is that they have a part when Whitney is just singing the song in the theater like ausual music video then throughout it they cut to scenes ofThe Bodyguard film.

TV synergy

http://www.youtube.com/watch?v=1FaJshIWdpU

In 2009 American TV show Glee did a cover of Journey’sDon’t Stop Believing for their pilot episode. Glee has coveredmany different songs but this is the song they are most knownfor as in some countries such as Australia and USA it got intothe top 10 charts.

After glee performed Don’t Stop Believing, the originalversion entered the charts again after 27 years of the firstrelease.Journey performed the song on The X Factor in 2009 and afterthat performance the song entered the charts and got as highas number 6 unlike back in 1981 when it only reached number62.

Producers strategies

The big artist of the world today are signed to major labels and sometimesthis can be a bad thing as the artist won’t get their own opinion and have todo what they are told from the way they look to the type of songs they sing.

The lookWhen Taylor Swift first came onto the scene with Love Story in 2008 the audience looked ather to be a country singer with a guitar. Fromthe way she looks in Love Story from wearingthe long princess style dress to her latest videoShake it off when she is in a cheerleading outfit,this shows how she has grown as a artist but italso shows that the producers have changed the look of her because she is getting more popular.

2008 2014

Taylor Swift’s target audience use to be girls 12-16 because hersongs were all about love but now her music is more mainstreamso her audience has expanded and are more older and wider.

Independent artists

https://www.youtube.com/watch?v=yKNxeF4KMsY

When Coldplay first started they were independent artists that is why their videosare pretty simply and don’t have loads of details. For example in the video for ‘Yellow’it is simply the artist walking along the beach singing the song, there is nothing fancy inthe video as they only use one location which won’t have cost anything to use and at the beginning of the video it is dark meaning they didn’t use any light so the equipment usedwon’t have cost a lot either. In recent Coldplay videos such as ‘Paradise’ and ‘Sky full of stars’ you can see that the videosare changing as they are growing as artist and becoming more popular. In Paradise and Sky fullof stars they are using the audience and fans to show how big they are now compared to theirvideo yellow when it only featured Chris Martin in the scenes.

https://www.youtube.com/watch?v=1G4isv_Fylg

2000 2011