Music Videos
A Music video is a short film which relates to the song it is for. Music video are very specific and unique to the artist and sometimes it can take alot of planning and time for them to be right. Although Music videos are short they usually have alot of meaning and tell a story relating to the genre and lyrics to the song. Music videos are also a way of promting the artists music and they are used as a marketing strategy to promote the sale of the song.
History of music videos
Although the origins of the music video date back to musical short films that first appeared in the 1920s, they again came into prominence in the 1980s when the channel MTV (originally "Music Television") based its format around the medium.
The main purpose of a music video are to
promote a specific single or album,
- promote the artist or band,
- entertains as a product in its own right
- reinforces the meaning of the song
- Tie ins - film/tv placement 'synergy' the interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
- promote a specific single or album
There are also 7 main reasons as to why people like to watch music videos and these are
Personal Identity- Audiences look up to the artist and relate to them and follow everything they do.
Demographic- video relates to the targeted audience
Information- Audience may gain information from a music video or there may be an underlying message which they are trying to convey.
Controversy- The video could be created to cause controversy so that it creates publicity or to raise awareness for controversy happening in modern day
Entertainment- Audience watch music videos for pure entertainment and escapism and to get exclusive from their idols
Thought provoking- the video raises awareness for issues in the real world and quite emotional. They usually have had careful consideration or attention to create so that there is no controversy.
Social interaction- Audiences interacting with musics videos and also other forms of marketing is called convergence which is the blending of multiple media forms into one platform for purposes of delivering a dynamic experience.
Taylor Swift Music video
Producer strategy's for creating music videos are controversy, entertainment, thought provoking, demographic centered. An example of a demographic centered video is Taylor swifts "Bad Blood video". This video is female oriented realting to female empowerment The 18 celebrities who feature in this video have a large age range between 18-50 which means the target audience would be the same. Taylor swifts fanbase are normally young teenagers/women that look up to her and want to be like her so this video is a great way to present strong independent women and make a good impression due to underappreciation for them in modern day
Record Labels
Independent labels - Independent labels on the other hand are much smaller which means they have a much lower budget to use. They also wont have as many contacts in the industry which will make it harder to promote. The producer may also only know a specific genre.Freelance- self produced music videos are often the cheapest due to the artist or band not having much to spend on it. They get control over what they want in the music video and it is completely up to them which is an advantage.
Freelance- self produced music videos are often the cheapest due to the artist or band not having much to spend on it. They get control over what they want in the music video and it is completely up to them which is an advantage.