Music videos have various different uses and the focused uses variate with artists artists.
Promotion-
Some artists use music video as a platform to grab the attention of the audience and therefore promote the song in there video, a example of this is Lady Gaga's music videos which have striking imagry and usualy lead to controversy.
Getting the attention of the audience can also be obtained in unusual ways without being offecncive, an example of such is "Ok Go" with just entertaining and imaginative content.
Availability of artist-
Music videos are also important to provide somthing to show on shows when the artists are not avalible such as queen's 'Bohemian Rapsody' which Brian May had once said that the music video was made because the band didn't want to mime the song because it was so complex and they wouldent be avalible to perform because they had just started the first week of a 9 week tour.
Additionally another reason for making the music video is because queen didn't want the song to be misrepresented and given the wrong image by the use of Pans people who were a dancing group used to fill in for bands when they couldent perform on top of the pops. Such was felt progressively thought more and more artists after the release of queen's music video.
Extension of income-
Some artists use music videos to make more money for there songs by inciting audiences to buy not only the song but the music video as well as well as any other products related to them that they put in the video such as miley cyrus - "we can't stop".
Additionally Christina Aguilera uses one of her music videos "Not Myself Tonight." to advertise for her perfume range to gain more sales via the video advertisement.
extension of outlets-
Most artists use music videos to allow there song to have exposure on more mediums to build up interest and awareness such as, CD/DVD, online downloading, allowing the song to broadcast on a music channel and lyric videos. a example of this is Michael Bublé who has multiple ways to access him and his work. this can be in the form of his official website, his youtube channel and his singles and albums on CD and iTunes.
Synergy-
Some artists use synergy, which is when things work to benefit each other in this case advertisement, in the form of product placement and links to other content for example having the music video set in the world of the film its linked to, for example in TRON: Legacy the soundtrack features work made specificly for the film by Daft Punk and also includes them in the film as a cameo.
Another example of synergy is Adele and the James Bond franchise with the song for the film with the same name "skyfall" which provides advertisement for the film and song in eachother.
The strategies producers use-
Major 4- Universal, sony music, warner brothers, EMI The majority of which are part of conglomerates with devisions in TV, film and electronics.an example of strategies used are universal's and sony music's partnership in a music video website and channel on youtube named 'Vevo' which conglomerates all the artists signed under the companies including EMI Records and artists who buy into the system this action was taken to create official locations for most artists on the internet and to reduce the number of unofficial releases of songs on video sharing sites such as youtube reducing the available ad revenue. instead of joining this group Warner Brothers formed a partnership with MTV.
Major independents- most of the majors own or licence smaller companies to reach more varying audiences such as- Columbia, island, Syco, RC and Virgin.
Indipendent- studios such as 'Warp Studios' have no financial links to the majors and focus on a small nice of certain genres such as hip hop, rap, electronica and dance they usualy start as indipendents and are then usually bought up by majors and become major independents when they become successful.
In the case of independents the strategies used are in the case that music videos are seen more of a art form rather than an advertisement platform. additionally independents usually only work with a few artists in specific niche music genres which such as Hip hop/Electronica/Rap/Dance.
Artist self produced- are as said artist that make and produce there own music and usualy use video sharing sites such as youtube to get there music heard and doing such they can become very sucsessful and famous in the mainstream music industry or just on the video sharing sites.
No comments:
Post a Comment