Assignment 1- Task 1- Understand the purpose of music videos

There are many purposes and opportunities for a music promo video. One of the first ones is for a promotional reason. Promotional has different meanings, one of them are that the music video is like an advertisement. If you have an advertisement it means that you are trying to sell something, this could mean that the artists are trying to tell everyone about this new song that they have produced. It is their way of being able to sell their song. Another reason for a music video to be promotional is that it draws attention to the music or the song. If the song is just shown on its own with a black screen no one will be as interested as they are when there is a music video. Also, the music video tells the story better that in just words. Some people may listen to the song but not realise or notice what the song is actually about. With the music video they may be able to see the story behind the song. Furthermore, a music video appeals to a visual audience so for people who may have bad hearing they will be able see the story or the song by watching the music video. In a song there is only a limit on how you can express your emotions but with a music video you can express them as much as you can by the dialogue that is in the music video. Marketing an image is a purpose of a music video as well because it makes you have an impression on that music artist. For example, Lady Gaga and Adele are very different people. Lady Gaga makes herself out to be a weird crazy women with the way she acts in her music videos and how she dresses herself. Whereas, Adele puts herself across to be a kind, and nice women with the way she sings and acts in her music videos. There is a massive contrast between these two music artists. 

The availability of the artist is one of the purposes for making the music videos. The Beatles were the ones that started this first of all as they were not able to go everywhere at the same time so they made a music film called A Hard Day's Night, which was directed by Richard Lester. They had made the music video so they were able to have more time for other tours or concerts. In 1965 they began to make promotional clips for distribution and broadcast in other countries. They did this so they were able to promote their record releases without having to make in- person appearances so it saved the group a lot of time. After the success of Queen's "Bohemian Rhapsody" that it became more regular for record companies to produce a promotional video for artists' single releases. These music videos could then be released on television shows such as Top of the Pops, without having the artist to actually be there performing the song. Before promo video's became popular if the artist was unavailable they would have their music broadcasted and accompanied rather than having dancers such as Pan's People. Brian May from Queen said that the video they did was produced so the band could avoid miming such a complicated song on Top of the Pops. Also the video was produced as they were unable to appear on the programme every week as they would have tours. The music video was to make the artist have more available time for tours instead of being double booked all the time. 

Music promos also extends the income for example it may promote the artist or their single or their album. It is a way of making more money from the artist. The video may persuade the audience to buy the CD or maybe even download it. If there is a new artist out then it raises the audience awareness or profile of them. Maybe if they have any tours or festival upcoming. Product placement is another way of making money from the artist for example Christine Aguillera with her perfume, Not Myself Tonight. This is a way of selling her perfume and also making people want to watch the music videos that she does. 

Music videos allows extension of outlets which means the music video can be placed anywhere, iTunes, the television, on a website. This means that you can watch their music video wherever you go because it allows the music video to be played all the time in various places. With the competition from a variety of online platforms, music channels are no longer as popular as they once were. In many different ways the music video channel is at a risk of becoming irrelevant. By using online streaming and downloads it means that music videos are easily accessible so the music video channels are not needed as much anymore. 

Synergy is when two things link together to promote each other, for example, when Adele sang the song 'Skyfall', by her singing this song for the film she is promoting the film but at the same time the film is promoting Adele and her song because it is shown on there. In the music video it shows clips of the film and due to the song being called Skyfall then it would be easy to find the song. Synergy is good because it is an easy way to promote their song if there is no other way like a music video. If the song is on a film or a TV programme then people will take notice and want to listen to that song or get the album. 




The strategies producers' us major label, independent and artist self- produced. Major label, the music industry is dominated by four multi national corporations, universal, sony music, warner brother and EMI. These are referred to as 'The Majors'. The majority of these are backed by a big company, conglomerates with stakes in other industries, for example, film, TV and electronics. Most of these 'Majors' own or license a series of smaller companies to be able to reach different kids of audiences in different genres. For example, Columbia, Island, Syco, RCA and Virgin. These are known as 'Major- independents'. Vevo is a music video website which is owned by many companies, Universal Music Group, Google, Sony Music, Entertainments and Abu Dhabi Media. It was released on 8th December 2009. Vevo offer 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 are another strategy producer, there a huge number of small companies with little or no financial connection to the majors. These companies are usually concentrating on a small number of acts, with specialised niches in the industry, Hip Hop, Rap, Dance. These are all called, 'Independents'. Any example of highly successful independent is 'Warp Records'. Often, record labels begin as independents but then they are bought by a major and then they become major- independents. Independent or "indie" producers often feel that their work is an art- form and not just an advertisement for the music industry. These type of producers usually become well sort after, by mainstream artists. Chris Cunninham made his directorial debut in 1997 with the music video he did for "Come to Daddy" by Aphex Twin. This music video was praised, banned and raved about by many people in the business. This was probably because the audience may of thought the video was too disturbing and scary to be able to be shown on television. 

Finally, Artist self- produced videos have the smallest budgets and are usually unknown artists. Youtube could make a great singer have great success if you put your video on there. For example Justin Bieber started off on Youtube. He was discovered in 2008 by an American talent manager, Scooter Braun. He came across Justin Bieber's videos on Youtube and then he became his manager. Justing Bieber because one of the most popular young singers and had a great singing career.