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DEFINITION
A music video is a short film or video that is used to accompany a
piece of music. Music videos are primarily used to market and
promote the sales of music recordings; however some bands may
choose to create one for purely artistic purposes.
.Although the origins of music videos date back much further, they
came into prominence in the 1980s, when MTV based their format
around them.
.Music videos use a wide range of styles of film making techniques,
including animation, live action filming, documentaries and non
narrative approaches i.e.: abstract film.
.Some music videos blend different styles i.e.: animation & live action.
Other music videos may be filmed without a set concept i.e.: a
filmed version of the songs live performance.

OVERVIEW OF REQUIREMENTS
.PROMOTIONAL
.EXTENSION OF INCOME
.EXTENSION OF OUTLTS (music channels, DVD and CD sales,
website, download)
.SYNERGY
.PRODUCERS STRATEGIES (major label and independent)

PROMOTIONAL
Music videos were originally created to bring music to television; these
videos provided an opportunity to creates narratives to go along with
the movie. They were also used as a marketing device intended to
promote the sale of music recordings.
These were often called promos
Beyonc- Sorry: https://www.youtube.com/watch?v=QxsmWxxouIM
*By having Serena Williams , an Olympic gold medallist in her music video
this is a promotional tool to gain attention to her music video.
Beyonc- Formation: https://www.youtube.com/watch?v=WfMlFxrMb18
Michael Jackson- Earth Song: https://
www.youtube.com/watch?v=XAi3VTSdTxU
Michael Jackson- Heal The World: https://
www.youtube.com/watch?v=BWf-eARnf6U
Black Eyed Peas- Where Is the Love: https://
www.youtube.com/watch?v=YsRMoWYGLNA
Everybody Hurts (Helping Haiti): https://
www.youtube.com/watch?v=1zugOJU8bds
*Beyonc along with all these other artists has used their platform as
major artists to bring light to several movements like: BLM, WWF,

*WHY CONTROVERSY IS USEFUL

Releasing a controversial music video or producing a promo that is
banned/edited is another way for an artist to gain publicity and is a
useful promotional tool. Word of mouth is important especially on
social networking sites. These controversial videos help to create a
buzz and likely to be viewed more times. This controversy might then
be reported in the wider mainstream media leading to more exposure
for the artist.
Miley Cyrus- Wrecking Ball: https://
www.youtube.com/watch?v=My2FRPA3Gf8
Rihanna- S&M: https://www.youtube.com/watch?v=KdS6HFQ_LUc
Rihanna- BBHMM: https://www.youtube.com/watch?v=B3eAMGXFw1o
Rihanna- Needed Me: https://www.youtube.com/watch?v=wfN4PVaOU5Q
Kayne West- Famous: https://www.youtube.com/watch?v=p7FCgw_GlWc

EXTENSION OF INCOME
Music videos can help to promote a band/artist long after the
single or album has been released, i.e.: Madonna owed a
great deal of her success to the construction & seductive
appeal of her videos.
Madonna- Hung up: https://
www.youtube.com/watch?v=EDwb9jOVRtU
(*no1 hit in 41 countries)
Madonna- Like a Prayer: https://
www.youtube.com/watch?v=79fzeNUqQbQ
Some artists alone are remembered years later solely because
of a memorable music video, i.e.: Michael Jackson was the
first to create the idea of a short film- a music video with a
beginning middle and end.
Micheal Jackson- Thriller: https://
www.youtube.com/watch?v=sOnqjkJTMaA

EXTENSION OF OUTLTS (MUSIC

CHANNELS, DVD AND CD SALES,
WEBSITE, DOWNLOAD)
In the past; music videos would be aired on TV shows such as
the Chart Show and on music video channels like MTV which
is no longer a music channel.
Label worked together with MTV to ensure the playing of their
videos, leading to increased sales of only certain artists and
genres.

SYNERGY
This is where two areas of media can work together. This can relate to a music
star releasing 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.
.Paramore- Decode: https://www.youtube.com/watch?v=RvnkAtWcKYg
*Twilight New Moon
.Demi Lovato- Let it Go: https://www.youtube.com/watch?v=kHue-HaXXzg
*Frozen
.Twenty One Pilots- Heathens: https://
www.youtube.com/watch?v=UprcpdwuwCg
.Lil Wayne, WK, ID, Logic, TY, Amb- Sucker for Pain:
https://www.youtube.com/watch?v=-59jGD4WrmE
.Kehlani- Gangsta: https://www.youtube.com/watch?v=LAYgZEMMWxo
*Suicide Squad
.Jennifer Lopez- Feel The Light:
https://www.youtube.com/watch?v=9fdAt0ke9w8
*HOME
.Shakira- Try Everything: https://www.youtube.com/watch?v=c6rP-YP4c5I
*Zootropolis/Zootopia

PRODUCERS STRATEGIES (MAJOR LABEL

AND INDEPENDENT)
MAJOR LABEL STRATEGIES
.VEVO have a partnership with Sony Music Entertainment and
Universal Music Group. They host music videos on YouTube and use
adverts at the start of each video to produce revenue.
.This is good for music companies as it allows them to regulate the
online distribution of their music videos and make money from it.
.VEVO can also have applications on many devices i.e.: YouTube,
The to
music
industry
is
iPhones, iPad. This allows many more people
access
the
dominated by 4 multi
content.

IMPACT OF YOUTUBE VIEWS

December 2012 record labels
were stripped of 2 billion video
views. YouTube is trying to
combat BLACK HAT view
counting which is where
hackers can falsely build up
the views on a site to increase
exposure on the site.

national corporations
(THE MAJORS):
.UNIVERSAL
.SONY MUSIC
.WARNER BROTHERS
.EMI
The majority of these
are backed by
conglomerates with
stakes in industries
like film, TV etc..

PRODUCERS STRATEGIES (MAJOR LABEL

AND INDEPENDENT)
INDEPENDENT ARTISTS
Artists who are signed to small record labels or who are independent do not have the
budgets that their major label competitors have. The purpose of the music videos is
solely to increase interest in their music-hardly any product placement or synergy.

These types of
producers see their
Aphex Twin- Come To Daddy:
work as art and
https://www.youtube.com/watch?v=h-9UvrLyj3k
not just as an
Leah Daniels- One Night:
advertisement for
https://
the music industry.
www.youtube.com/watch?annotation_id=annotation_528200&feature=iv&src_vid=lR
They are sort after
8am4rK7qQ&v=77FF8wv2VeI
by mainstream
David Archuleta- Crush:
artists
https://www.youtube.com/watch?v=6J1-eYBbspA
ARTIST SELF PRODUCED
These videos have the smallest budgets and are usually unknown artists. Making your
own video and utilising websites like YouTube can lead to success and is the route
many young artists take.
Justin Bieber- With You cover: https://www.youtube.com/watch?v=eQOFRZ1wNLw
Alessia Cara- Four Pink Walls: https://www.youtube.com/watch?v=MKkVDFU0EuM
Alessia Cara- Im Yours: https://www.youtube.com/watch?v=A3tgV5Uoduo

THE OVERALL PURPOSE OF A MUSIC

VIDEO
There are many purposes of a music video:
.Sell the song, and invoke a reaction in the audience to keep them
remembering the song
.To help boost sales of CDs and DVDs to viewers. There is a correlation
between the popularity of music videos and record sales of CDs and by
creating a memorable visual of the song it can increase its chances to sell.
.To help give the audience a better understanding of the song and help them
to visualise
.To entertain and show the creative capability of an artist and let the
audience see what the audience wants them to see as well as showcase
additional talents i.e.: dancing or acting
.Marketing for the purpose of exposure and expansion of the artists profile

Despite all the factors as to why a music video is important it is arguable

that at the end of the day the main function of a music video is promotion;
the artist uses the music video solely as a promotional tool. While it may
serve to showcase attention to a label it is more than often a catalyst for
CD sales or artist song downloads.

DIFFERENT TYPES OF MUSIC VIDEOS

There are three main types of music videos:
Performance

Narrative

Concept Based

PERFORMANCE BASED VIDEO

These are music videos that feature the artist/band/group performing
the song for either the majority or all of the video. It is the easiest to
do on a budget provided location is available for filming.
It is also quite popular to have a blend of both performance and
narrative which is quite popular with rock bands i.e.: Evanescence,
Green Day, etc...
Foo Fighters- Best Of You:
https://www.youtube.com/watch?v=h_L4Rixya64
MAGIC!- No Way No: https://www.youtube.com/watch?v=HdobynnfKQE
Evanescence- Bring Me To Life: https://
www.youtube.com/watch?v=3YxaaGgTQYM
Linkin Park- What Ive Done: https://
www.youtube.com/watch?v=8sgycukafqQ
Linkin Park- Numb: https://www.youtube.com/watch?v=kXYiU_JCYtU

DIFFERENT TYPES OF MUSIC VIDEOS

NARRATIVE BASED VIDEO
A narrative based music video contains mostly footage that attempts to
tell a story through the moving image. It usually involves actors and the
story is sometimes linked to the lyrical content of the song but not
always.
This type of music video is quite popular for a song that has been featured
for a movie and you will often seen clips of the movie edited into the
music video.

Coldplay- Adventure Of A Lifetime:

https://www.youtube.com/watch?v=QtXby3twMmI
Lady Gaga ft Beyonce- Telephone:
https://www.youtube.com/watch?v=EVBsypHzF3U
Taylor Swift- Love Story: https://www.youtube.com/watch?v=8xg3vE8Ie_E
Lana Del Rey- Born to Die: https://
www.youtube.com/watch?v=Bag1gUxuU0g
*Jennifer Lopez- Feel The Light: https://
www.youtube.com/watch?v=9fdAt0ke9w8
*Shakira- Try Everything: https://www.youtube.com/watch?v=c6rP-YP4c5I

DIFFERENT TYPES OF MUSIC VIDEOS

CONCEPT BASED VIDEO
This is a style of music video that is based around a sole
concept or idea. These types of videos tend to be fairly
unusual or utilise a particular editing or filming technique.
To film a purely conceptual music video is not in high demand
as the commercial world would demand things to be a bit
more accessible.

Aphex Twin- Monkey Drummer:

http://www.youtube.com/watch?v=u1ZGlrNf71Q