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Task 1: Purpose of Music Videos
-To Sell the Song
The purpose of all music videos are to make money for not just the artist but the record label as well, to do this the music video must help sell the song as much as possible. Videos use many different techniques and outlets to try and aid the song in being as successful as possible, one way they would do this is by creating a unique, Bright and inspiring video that is addictive to watch, one example of this would be Lady Gaga - Bad Romance which has over 536 Million Views. http://www.youtube.com/watch?v=qrO4YZeyl0I
-Promotional for the Artist
Promotion of the artist is key in a music video for the future success of the Artist and Record company, this is especially important if the artist is new and isn't well known. The music video will need to sell them as much as possible. This is often done by giving the artist as much screen time as possible and/or making the video as controversial as possible in order to get the public talking about this new artist.
-Exposure and Expansion of the Artist
Exposure for any new or current artist is hugely important. Music Videos play a vital part in the exposure of an artist as they can be expressed in a wider oulet than just the song alone. For example Music Videos can be used on widely seen outlets such as YouTube or MTV who draw in millions of viewers every week.
-To sell the song, invoke a reaction from the audience
One of the best ways to sell a song is to invoke a reaction. Some music videos are designed solely for this purpose. They are often used for new and upcoming artists to keep as many people as possible interested and talking about a perticular artist, this also generates more money for the artist themselves and more importantly the record company. One example of this type of music video isMiley Cyrus - Wrecking Ball which envoked a huge reaction all over the world.http://www.youtube.com/watch?v=My2FRPA3Gf8
-To give the audience a better understanding of the song
Often songs have a meaning and Narrative that people can relate to and are touched by, Music Videos are often used to develop the meaning behind the song and give the audience a better understanding of the song from a visual perspective and from a different outlet. one example of this would be Justin Timberlake - Cry Me A River whichis designed to purposely give the idea that Justin had been cheated on, and was controversial at the time as the female actor looked similar to Justins ex Britney Spears.http://www.youtube.com/watch?v=DksSPZTZES0
-Advertising
Songs on adverts are a hugely popular way to increase revenue for the advert, often songs will be used by companies to create adverts that often mimic music videos, these work well in two ways to both boost income for the company but also create interest in that song which will also help to sell the song. Ikea has used this technique in their latest advert for kitchens Ikea Advert "You'll Always Find Me in The Kitchen"http://www.youtube.com/watch?v=2Gm9rxNxyDU
-Product Placement
Product placement is used in almost all Entertainment outlets as a way to increase revenue. It is especially popular in music videos for drinks companies and music related products such a 'beats by dre' headphones. Nearly all artist will use this technique within their videos as companies will pay large sums of money to see an artist promote their product. Using Product placement with extremely popular artists also makes the product more desirable to consumers watching the video. An example of this is Jay-Z who uses product placement frequently. This video features a Jaguar-XJ car numerous times throughout.http://www.youtube.com/watch?v=WM1RChZk1EU
-Promotion for music and Album
Promotion of an artists music or album is hugely important for the success of that product, This video features music from Jay-Z's latest album and him talking about the album as a way to promote it. The video see's him in the studio making the songs that feature on the album in a behind the scenes style. http://www.youtube.com/watch?v=B--ZARCwSIE
-Synergy
Synergy involves two large companies coming together to create one individual product, similar to product placement it is designed to sell the products of the individual companies as well as promote them. This is most commonly seen in the production of films however is also used for music videos.
-Promotion of film
Often artist will write songs that are specifically for a film, The music videos for these songs then often feature clips from the movie directly or use backdrops or sets that will directly relate to the movie. This is done to help increase the sales of the song and the movie together. The music video can also be shown on more outlets than the film alone so also works as promotion for the film outside of the traditional film trailer. One of the most famous examples of this is Celine Dion - My Heart Will Go On from the Feature film Titanichttp://www.youtube.com/watch?v=zmbw8OycJrE
-Charity
Music Videos can also be used as a way to raise money for charity. One of the most well known and popular examples of this is Band Aid - Do they know its Christmas the music video for this song featured some of the worst sights of the famine in Africa, this was done as a persuasive tool to get consumers to buy the song.
-Promote festivals
Music videos are great promotional tools, they are often used to promote a specific product, especially other music related products. an Example of this would be festivals and one of the most famous and excentric festivals in the world 'TomorrowLand'. This festival releases an Aftermovie each year as a way to sell the festival and attract new fans each year.http://www.youtube.com/watch?v=cUhPA5qIxDQ
-Opens up new market
Music Videos open up new markets for the Artists and Record Companies to sell their songs, other outlets they often use are YouTube, MTV and also other collaborations with films. This increase in outlets, increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.
-Generates new market for Record Company
Record companies such asIsland Records, Def Jam, Warner Music Group will use music videos as an extension of income for the song, The do this by making the Video as widely accessible as possible on as many different outlets as possible.
-Selling an Image
Artist will often sell an image or look increase the sales of a song or increase the chances of some product placement, One prime example of this is G.O.O.D Music who's song 'mercy' predominantly promotes the Lamborghini as a Fashion/Style Icon. As a result of this Lamborghini sales increased and the song became hugely successful.http://www.youtube.com/watch?v=7Dqgr0wNyPo
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