The purpose of music videos:
There are five main purposes for music videos split into categories. This is because there are different types of ways to relate to audiences and there are ranges of ways the the industries and record labels benefit from these.
The five main purposes are;
- To promote a new music release
- To create a visual representation of an artist
- To extend the playability of & provide additional income from a song
- To create synergy (business tie-ins) with other media sectors
- To be art in their own right
To promote a new music release:
As we see in the video I have provided above, it is a new single from the artist Rihanna called Diamonds and it was released on the 8th of November 2012 when her album was due to come out on the 19th of November 2012. The reason for this was to promote her new album that was due to come out a little while later because the record label would like to create awareness around the world that Rihanna's new album is about to come out and to give the fans an idea of what to expect from the album as this is one of the main songs in the album out of all of the 14 songs that are available. You Tube really helped this video go viral because it is a very much used website by most of the worlds population and when the video came out, the website used a lot of banner advertisement such as on other videos there was a banner for this new video from Rihanna and this encouraged people to click on the video and view it and since the video has came out it has received 46,763,422 views which is very much.
To create a visual representation of an artist:
As we see in the video I have provided, it is by an artist named Lady Gaga. This artist is very well known and established all around the world for being an extrovert artist which means that a person puts a lot of effort into their appearance to stand out and make themselves feel good and funky. The clothes sense that she has really puts in a lot of emphasis into her brand as she always wears very controversial clothes which stand out and that shows that she feels very powerful about herself and has confidence to stand out. Lady Gaga's energy also stands out in her videos because she usually has a fierce look which shows that she is serious in what she does. This must also help the record label because the more well known Lady Gaga would get, it would mean that there would be more revenue coming into the record label because her controversial likes would get to the audience in a positive way as it may inspire them. As we can see in the video, Lady Gaga has very kind of fierce energy about herself and this shows that she wants to show that she is very powerful. Throughout the whole music video she is wearing something funky and standing out so I can't really point out a specific moment as it occurs throughout the whole video.
To extend the playability of & provide additional income from a song
We generally see that music videos tend to show on music channels. The reasons may be that the artist would like to go mainstream and get well known around the world and when the video comes on television that enhances the possibility of getting attractions around the world. A very famous music channel is called MTV and it is very well known in the United States and in the United Kingdom and they advertise a lot of new music and they tend to normally have trends on their channel such as 'top 20 songs of the week'. MTV do receive some benefit from advertising music videos because they receive a royalty payment from the record label every time the video gets played and if the video gets very famous throughout the years, . The example that I have used for this section is a song by 'Tim Berg' and it's called 'Seek Bromance'. This is a song that firstly became very famous on You Tube and it gathered a very large amount of views and from this it became famous on television as many music channels started to advertise this song and from this it would mean that there could be an increase of sales for this music as people would like it as it is being played frequently. From 2:39 we can see that they have very hedonistic characteristics as they are dancing and partying and the girl is dancing around on tables. This video has became very famous over the two years it has been released for, as we see it is a great video with a group of people that live the hedonistic life and this may be one of the reasons why the audience loved the video so much as they may refer to it as well as it shows people who live for fun and love to party.
To create synergy (business tie-ins) with other media sectors
A synergy is when two different association's partner up and can release something together with both aspects in the final product. In music sense it can be used when music partners up with television and both of their services get together. The example of synergy that I have used is 'Eminem's' song called 'Lose Yourself'and this was the theme song for his own film named '8 Mile'. The reason that artists perform synergy with television is because they would like to promote themselves and the reason that television would like to have an artists music in one of their films would be to create more awareness and entertainment for the audience and if it is a very well known artist it would benefit both institutions simultaneously as the artist could enter new sectors in the media society so this would result in them getting more well known and the film makers would have done a good thing by including a well known artist for example if the artists song would be the theme song for the film and it was in the trailer, the audience that normally already listen to this artist would like this and may want to watch the film even more than before so technically it is a win-win situation for both institutions. They synergy is used in this music video as throughout the whole video, there are short clips shown which are actually from the film '8 mile' and this is synergy as the record label and the film company has come together and reached an agreement where the record label would be able to use the short clips. There is also a sign in the background when it shows Eminem rapping and it reads '8 Mile'
To be art in their own right:
Some music videos in the music industry sometimes tend to take it to the next level by producing a video that shows so much emotion and imagery, This is because the record label would like to produce something that would be very memorable and stick in peoples minds for different kinds of reasons as some videos may show horror, action, comedy and dramatic effects and it means that it gives people something to talk about and if they like it, it will have a positive impact on the record labels as their sales may increase.The video I have used is by an artist names 'The Weeknd' and the song is called 'The Knowing'. In fact the video is actually so creative and shocking that I cannot explain what is happening and what the storyline if it is and this shows how it is an excellent example to use as the record label have put so much effort into the video that it leaves people shocked as it have left me shocked and very confused as to what is happening.
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