AS1-Task One:Understanding the purpose of music videos

The purpose of creating music videos is so that there is availability of artist, promotional, creating a brand, extension of income, extension of outlets, synergy and strategies that are used by producers to make the rest possible.

Availability of artist
Before 1964 music was played live and also the singers began to star in their own movies. In 1964, the Beatles were starring in their first feature film named the 'Hard Day's Night' which was directed by Richard Lester. Additionally, in 1965 they later started to create promotional clips so that their music could be distributed, and broadcasted in different countries. The reason Beatles did not make in-person appearances is because it helped them to promote their record releases.

Furthermore, sometimes when the artists became unavailable they would have their music broadcasted along with the music being accompanied with dancers known as Pan's people, before the promo videos were popular. Another point is that Brian May said the video was produced so that the band could avoid miming such as a complex song on Top of the Pops, plus they were not able to be on the programme each week due to the fact that they were scheduled to appear on tour or the song might have been a bit complicated to sing on stage as there is a chance of forgetting the lyrics, but their song stayed number one for nine weeks.

Last but not the least once the Queen's "Bohemian Rhapsody" became a success so it was becoming more of a regular practice for single releases to be produced and promoted by record companies, and the other reason as to why "Bohemian Rhapsody" was important is due to the effects being used very intricately. Then these videos could be shown on television shows for example Top of the Pops without the artist needing to be present.

 

   

Promotional

Promotion is done in the music industry for an artists music video to instantly become a key promotional tool, which is the main function. Fundamentally a music video can advertise artists music by ensuring that it is designed to illustrate the song, and also appeal to a visual audience. An example of a good music video is by the artist PSY with his first song called Gangnam Style. This video is good because of beat, it is easy to sing despite the language barrier and the dance is memorable to dance to it instantly when the song is heard. Afterwards, as the video was released there was also merchandises that the public could purchase, this made it the artist popular as well as recognisable.

 

Creating a brand
Often 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." The way in which people can "buy into the brand" is through the mise-en-scene to extend the look of the video into their lives. It is the artists aim in keeping a consistent image throughout across varied platforms, music videos, websites, CD covers etc. A few artists tend to consider the "image" of themselves more important than the products quality, a good example of that would be the Spice Girls. The Spice Girls have their own identity and the reason they have their own identities for when they perform is due to the fact that either people could relate or even have a favourite along with inspiring young girls to be like them. One person whose "look" has the least to do with the sale of the song is Ed Sheeran, because in Sheeran's song 'Take It Back' the meaning of the song is sold. Also he mentions his own personal life and how he would like to have the same relationship that he had with someone special to him, yet it indicates he is not attractive enough to grasp attention but the music he creates is better. Nonetheless, comparing the pictures of Adele and Lady Gaga displays that they are both appeal to the viewers differently as Lady Gaga has an eccentric off the wall style, whereas Adele has a wholesome talent.

 

 

Extension of income
A music video provides an immense opportunity to increase the artists income, for example Michael Jackson earned tones of money for Thriller as there were more than nine million copies sold for people to watch on their VHS tapes. This was because at the time the song was out it was longer than music videos today, as it was a total of thirteen minutes just like a short horror movie compacted into a shorter version. Also the videos can encourage the audience in spending further money on a number of items on albums, singles, merchandise for example t-shirts and wristbands. By selling these it raises the profile of the artists or groups and it helps in the audiences to attend the tours or festivals. A couple of examples include One direction, and Christina Aguilera which is promoted at two minutes eighteen seconds in the video named 'Not Myself Tonight'.

Extension of outlets
Music videos can allow an artist to broaden the outlets they are accessible through and the following are; music channels, websites, YouTube, smart phones and spotify. Each of these outlets increase the possible chances of the audiences becoming a fan. In addition, these outlets provide information such as when their favourite artists will be performing or releasing something as the suspense will make someone really excited to find out. As there is competition from a variety of online platforms, it means that music channels are no longer the strong promotional platform unlike previously. In other words the music channels are in danger of becoming defunct and irrelevant. Furthermore, online streaming and downloads suggest that music videos are now instantly accessible, therefore Top of the pops days are gone.

Synergy
Another purpose to music videos is that it can provide a synergy opportunity, and synergy is when two media products work together to mutually benefit each other for example Skyfall. The arrangements have benefited both the producers of Skyfall and Adele as the film promotes Adele's music song, along with Adele's music video promoting the film. There was a buzz around the release of both products hence Adele's song reached number one in the top 100 official charts. The film had made one billion dollars, and Adele earned £14.9 million pounds as each day she would have been earning £41000.

Strategies used by producers
There are multiple artists who are signed to major labels, independent or they self-produce so that is why each music video is made with a different purpose. Major record labels include four multi national corporations that it is dominated by and those are; Universal, Sony Music, Warner Brothers and EMI. These four are called 'The Majors' due to the fact that there is a majority being backed by conglomerates with stakes in other industries for example in TV/films and electronics. Major independents either own or license a series of smaller subsidiary companies, so that different forms of genres reach out to different kinds of audiences. Those smaller companies consists of; Columbia, Island, Syco, RCA and Virgin. Syco was found in 2002 by Simon Cowell also as Syco is a British entertainment company, it means that Cowell has links with artists from shows such as X Factor to sign. These major labels strategy is to make profit from advertising with a strong online presence therefore Vevo is a could online platform.

Independents do not tend to have a financial connection to the majors however they do focus on small acts within specialised niches in the industries such as Hip Hop, rap, electronica and dance. A highly successful independent is Wrap Records. The strategies that "indie" producers often see their work not just an advertisement for the music industry, but as an art form. The music videos can sometimes be a stepping stone for up and coming directors to further their careers. Producers of this type can sometimes become well sought after by mainstream artists. Chris Cunningham made his directorial debut in 1997 with the video for "Come to Daddy" by Aphex Twin and the music video was praised, raved along with being banned by people in the same field of business. Since that milestone Cunningham has gone to have a career in producing films as well as advertisements.

 

Finally, artists who self-produce start of with low budget and will be unknown yet trying to build their profile. To create a music video is absolutely vital for an artist in their early career, thus they utilise websites for example YouTube. Evidently YouTube lead Justin Bieber to great success because he was discovered by an American talent manager Scooter Braun in 2008.