The Purpose of Music Video and their conventions

Introduction: When Music Videos were first established?

The first music video first appeared in the 1920s, but it wasnt until 1980s when
MTV based there whole channel around showing music videos. MTV was first
launched on august 1 1981. This first video that the network showed first was
video killed the radio start by the Buggles. MTV used to play 24 hours 7 days a
week but as it was the 80s not everyone had cable TV so it was only available for
the people who had it so it only grew popular when cable became cheaper and
more popular.
How have they changed over time? Comparing Duran Duran- the wild boys to
David Bowies - space oddity, one of them is focusing on the lyrics and the other
one is trying to make the band look good and cool. One of the first music videos
to actually have a story line was Bonnie Tyler total eclipse of the Heart, this
caught the audiences attention because it was new and different. Which made
the viewers want to watch it more to see what happens next.
Why are music video important?
Music videos are important because it helps promote the artist, there image and
helps increase the income. By promoting the artists they are trying to raise
awareness of who they are and their reputation to help the viewers understand
who they are and get a better understanding of the song.
Changing image: Miley Cyrus is a prime example of someone who has drastically
changed their image. She was known for being on Disney channel and being a
good girl, who sings about her friends but knower days she is known as a bad ass
who is a druggy and has gone crazy. All the songs she writes now are about her
rebelling about how she used to be, and how she knows how to have a good
time.
https://www.youtube.com/watch?v=NG2zyeVRcbs this is Miley before she
dropped out of the lime light. When she was sweet and innocent.
https://www.youtube.com/watch?v=LrUvu1mlWco and this is her when she is
making a comeback. You can clearly see the difference between how times has
changed and she is now aiming for a different target audience then she was
before.

The source of income and promotion can be down to the type of outlook the
music video is shown on. Before MTV music videos where hardly shown but since
the invention of the internet, mobile phones and iPads videos have become a
huge source of revenue. Gangnam style has over a million hits, it has gone
global. Everyone knows what Gangnam style is because it is known for its silly
dancing that everyone has tried copying. Even some people have made up their
own versions like a bunch of school boys did Eton style.

https://www.youtube.com/watch?gl=GB&hl=en-GB&v=9bZkp7q19f0
Extension of income- having a music video is a good way to make money for
the business, it also helps boost sales for the other products they are trying to
help sell which are related to the artists. Music videos used to be sold on DVD
and sold to other company for them to broadcast. The company would give a
percentage of the money to the sing and the other artist who appear in the song.
The music video extends the artists income because they get money for making
the video and from promoting their products.
Christina Aguilera sells her perfume in her music video Not Myself Tonight. By her
doing this she gets recognised as being hot and sexy but her perfume is helping
her look like that. This could be miss leading to the viewers because they might
go out and buy the perfume thinking that is going to happen to them but it isnt.

https://www.youtube.com/watch?v=wt-tHcQR67Y
Synergy- synergy is when different companies or people join together to work
on a projects that creates mutual success for both brands. Adele and the
producers of Skyfall both benefited from synergising together because the James
bond films are very popular so it helped Adele get recognised more and the
people who might not necessarily keen on the Bond films might go watch it
because of the song. Even her music video for the Skyfall is all to do with James
bond and 007.

https://www.youtube.com/watch?v=7HKoqNJtMTQ
Major label- four major corporations are Universal, Sony music, Warner Brothers
and EMI. Most of the Majors are backed up by other businesses in different
industries which are related to film, TV or electronics.
Independent- most of the Major industries own a series of small companies in
order to reach different types of audiences in different kinds of genre. RCA,
Columbia and Virgin are known as Major Independents. These companies often
concentrate on a small number of people within the niche music industry, hip
hop/ Rap/ Electronica/ Dance. The mostly highly successful independent small
companies is Warp Records.
Nicki Minaj's family moved to Queens from where she was born in Trinidad and
Tobago, where she attended La Guardia High School. She was introduced to
rapper Lil Wayne, who signed her to Young Money Entertainment and launched
her career. She had to change her whole image to try and get recognised more
for being wacky and crazy then sweet and innocent because no one was really
interested in boring singers who are all trying to make it. She changed her whole
image to stand out from everyone else.

https://www.youtube.com/watch?v=eRnG3iUsaIg before she got plastic surgery.

https://www.youtube.com/watch?v=4JipHEz53sU and after to see how she
changed and how it has helped her get recognised.

Self-Produced- self produced label is more for the people who are trying to get
themselves recognised by the public or a record label. Some people like Ed
Sheeran used to put up clips of him just singing his music to the camera to try
get fans of his music. These kinds of producers see their work as art, not as an
advertisement. They have a say in all their work and how they want their music
video to be, if they were with a big record label the record label companies would
be able to have the final say in everything the artist does. The artist usually
specialise in a curtain genre of music.
https://www.youtube.com/watch?v=eyB-ibmemnM this is Ed Sheeran just playing
his guitar to the camera because for him its more about the lyrics then looking
weird and getting everyones attention. Nowhere days his music videos are more
loud and but not as wacky is Nicki Minaj or Miley but still different but in a way
that everyone will like.