Requirements for Assignment
-Promotional
-Extension of income
-Extension of outlets (music channels, DVD and CD sales, website, download)
-Synergy
-Producer's strategies
Music video promotes a song which in turn promotes an album
Main pursue is to sell an image of an artist
Overall purpose is to help generate money for the record company or themselves if they are producing the music themselves such as Eminem
History into music videos
-Modern music videos are originally made and used as a marketing device intended to promote sales of music recording and they are often called 'promos'
-Earliest music videos were filmed in the 1950s
-In 1956 Tony Bennett was walking along singing his song and this was distributed to TV in the UK and USA
-Queens Bohemnia Rhapsody also started a new era for using music videos as promos
-In the 60's The Beatles made unique music videos, there first one was 'A hard Day's Night' in 1964, they started to experiment and made avant garde (artsy, not mainstream) films
-In 70's was the introduction of 'Top Of The Pops'
-80s MTV is launched and the first video was 'Video Killed the Radio Star'
-People started using more sophisticated effects in their videos and added storylines or concepts to the video
-Michael Jackson was the first to create the idea of a short film, a music video with a beginning, middle and end
-Controversy and doing risky things is another way of getting your video talked about such as 'Girls on Film 'Smack my Bitch Up
-Middle of the 80s Madonna used a seductive appeal to her videos to make them successful and more and more stars started to represent their star image and star power
Promotional
-Sell the song, invoke a reaction so the audience remembers it
-Gives the audience a better understanding of the song
-To entertain and show the artists talent
-To sell CD's, DVDs and downloads by creating memorable visuals
-Marketing for the purpose of exposure and expansion of an artists profile
-Artists will set a certain mood for their video by attaching a song to certain experiences
-Duran Duran features sexual and erotic imagery and that was made to promote the song through sensationalism in order to get people talking about it
-The first online video to receive 1 billion hits= Gangnam Style and social network was responsible for creating brand awareness, won best video at MTV Europe Music Awards, caused the share price of the record company to increase by 568.8%, led to possible collaborations oppurtunites for PSY with other artists such as Justin Bieber
Extension of income
-Music videos can help to promote a band or artist long after the single or album has been released
-Some artists are remembered years later solely because of a memorable music video
-Extending the amount of money they make by dragging out the sales
Extension of outlets
-In the past, music videos would be shown on TV through Top of the Pops or on music videos channels like MTV
-Needed to have ways to get the music video accessible to people
-Record label company will work with the outlets to ensure the videos are getting played more than others which leads to more money for them and the artist
-The more money the record label company puts into the song, the more accessible and more played it gets
-To extend the income, you need to extend the outlets, ensuring the video is getting played on TV all day on all channels
-Now a days all videos are accessible and we don't have to wait for the certain video to come on
-Word of mouth is extremely important especially on social networking sites
-Controversial videos help to create a buzz and therefore be viewed more times
Synergy
-This is where two areas of media work together e.g. like when a music star releases a music video which features scenes from a Hollywood movie
-This helps to promote the film but also the artist as their song will feature in the film and probably the trailer which a wider number of people will see and this will increase sales
-Product placement is also a way for the record company and artist to generate income
-A company will promote something or wear a specific thing to promote products or services and companies pay them to promote this
-Lady Gaga's 'Telephone' had numerous produce placements in it such as diet coke, virgin mobile, plenty of fish dating site
-They involve the products within the video to promote the products as well
Producers Strategies
-VEVO have a partnership with Sony Music Entertainment and Universal Music Group and they host music videos on YouTube and use adverts at the start of each video to produce revenue
-This is successful for music companies because it allows them to regulate the online distribution of their music videos and make money from it
-VEVO also have apps on many devices such as IPads which allows more people to access the content
-YouTube wants to combat 'black hat' view count-building techniques, this is when hackers actually build up the number of views or likes on a YouTube video
-This makes videos views untrue and inaccurate and look more popular than it actually is
-Artists who are independent or signed to small record labels do not have massive budgets
-The purpose of their videos is solely to increase interest in their music and there will be no product place or many opportunities for synergy
-MTV embraces major labels and in turn makes their artists into stars
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