In this report I will be talking about the purposes of music videos. I will cover different aspects such as where people watch/consume music videos today and how it has changed over the years. I will also cover how music videos have increased income for record companies and lastly how music videos are used to promote a song, an artist, an artist album, and synergy with other media text.
In this paragraph, I will elaborate on the different ways people consume/watch music videos. In recent years, the vast majority of people watch music videos on the internet. The most common example is YouTube. In recent times, the percentage of people who use it to watch music videos is 40% more than any other category and this is according to Comsore. Examples of artist that upload their music videos to youtube include Drake, Michael Jackson, Stormzy etc. Before the existence of YouTube there was other ways people watched music videos such as tapes, DVD's and cinemas but the most common one was on Television. Television channels such as MTV, CMT, VH1, were devoted to broadcasting music videos to audience throughout the day and at night. These channels still operate but hasn't got a lot of views compared to YouTube and other internet sites which audience use to watch music videos.One purpose of music videos which is increasing income for record companies. The major record labels are universal music group, Sony music entertainment, Warner music group etc. Record companies are brands associated with the marketing of music videos and music recordings. They sign music artists on a deal and manage everything to do with their career including bookings and tours as well as music videos. The way in which music videos generates income for a record label is that if the music video is good, it raises the profile of the artist who belongs to the particular record label and that generates more money for the record label.
An example of a music artist who owns a record label is Jay Z. He owns a record label called "Roc nation" based in America. He makes his income through his label by signing artist and investing in them by managing their careers and investing into their music videos. He's worth $810 million combined with his record labels.
An example of a record label in the UK is XL recordings and one artist signed to their label is Adele. So through her music videos the she gets more views interested in her music and that generates to more money for her record label so they can sign new artists. An example of a music video by Adele is "Send my love" which is licensed to her record label XL recordings. This music video generated 544 million views on youtube. In the UK official charts, the song was in the top 10 for two weeks, and to 100 for 23 weeks.
https://www.officialcharts.com/search/singles/send%20my%20love/Another way in which music videos are used to promote an artist, Music video is to promote an artist's image and the song which is part of an album they are going to release. Music videos sells out the artists image to a target audience who end up liking the artist style and try imitate the artist. This can be seen in the way they dress or act like. An example is Lil baby who is a hip hop artiste in the USA and he falls under the stereotypical lifestyle of a hip hop artiste by showing flashy jewellery and wearing designer clothes in his music videos. His fans follow his style by wearing all these flashy jewellery and designer clothes just to be like him.
https://www.officialcharts.com/artist/53586/lil-baby/
Synergy in music videos is where two or more forms of media combine to make a promotional video. A good example is Pharrell Williams single "Happy". It has references to the film Despicable Me included in the music video and the actors were also included in the music video which is synergy. The editing helped raise the views of the music video because people enjoyed the use of minions in the music video which helped raise more money for the record label.
Another way artist promote their music videos is collaborating with other artist to gain more views and audience. An artist will gain exposure to different audience by collaborating with another artist from a different music genre.An example is Stormy ft MNEK - blinded by your grace pt 2. Stormy is a grime artist and the target audience for most of his songs are teenagers and young adults from rural areas in London and MNEK is a r&b singer who's target audience are usually young female adults. This music video generated 9.5 million views on youtube.
Bill Sarpong
Media studies
Harry
Clyde F Smith. (2011). Youtube audience. Available: https://www.hypebot.com/hypebot/2011/08/-40-of-youtubes-audience-watches-music-videos.html. Last accessed 07/11/2018.
anon. (2013). Happy(pharrell williams song). Available: https://en.wikipedia.org/wiki/Happy_(Pharrell_Williams_song). Last accessed 08/11/2018.
stan a. (2016). synergy. Available: http://music--videos.weebly.com/purposes/synergy. Last accessed 08/11/2018.
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