The Purposes of Music Videos

The Purposes of Music Videos

The emergence of music videos first came about in the year 1941, when ‘The Panoram Soundie’ was invented. This was a jukebox that was able to play short video clips along with the music that was playing. This invention instantly became a hit in clubs and bars within the US. This pioneered the path for music videos through the ages that are quickly growing in popularity due to the use of platforms such a MTV and YouTube and the easy access that they bring for the majority of people. In this essay I will be talking about the purpose of music videos such as: promotion, producer’s strategies, extension of income, extension of outlets and synergy. I will also include examples that fit the criteria to be included in these different purposes.

Promotional

Promotion of a band/artist: Promotional music videos can be used so that some artists and bands who are at the very beginning of their career can promote themselves so a large audience can see what they look like, what their image is and how they sound. A way that artists or bands can take advantage of this type of music video is they can choose to have their name or a recognisable symbol/icon in the video to go along with them and then the audience will be able to link one with the other. Advantage of this type of music video for the artist is that it will earn them money with every view or purchase that they get, can lead to endorsement or even a sponsorship for bigger companies who like their image and sound and finally it can promote them so that they will be recognisable to a large audience. Disadvantage of this is that the artist will be restricted in what they can add to the video and it can bring bad publicity. An example of this type of music video is 'In The Heat Of The Moment' by Noel Gallagher's High Flying Birds. This video only consists of the band themselves performing in a single room that is filled with fog. This video fits the criteria for promotion of the band as the only people within this video is the band and they are the sole focus of the entire video. 



Promotion of director/filmmaker: Promotional music videos can also be a way to promote the director or filmmaker along with the artist or band. The director or filmmaker can be promoted through the use of ideas and the cinematography that he uses. If the artist isn't a major part of the video, like when they are trying to promote themselves, then they will be the ones who are seen as having the creative genius if the video if original and can stick with audiences to remember them for it. An example of this type of promotion is Richard Ayoade, who has directed videos for songs such as 'Cornerstone' and 'Fluorescent Adolescents' by the Arctic Monkeys along with 'Vlad the Impaler' by Kasabian. Not only has he directed these music videos but he has also directed feature films such as 'Submarine' and 'The Double'. He is also an actor/presenter on the television in shows such as 'The Mighty Boosh' and his own shows 'Gadget Man' and 'Travel Man'. The video stars Noel Fielding as the main character in the video who is a frequent collaborator with Ayoade in shows such as 'The IT Crowd', 'The Mighty Boosh' and finally 'The Big Fat Quiz of the Year.' The two have such as a close relationship that they have collaborated again to produce the video for one of Kasabian's newest songs.

Producers' Strategies

Major label bands/artists: Different bands and artists will be marketed in very different ways; a mainstream artist such as Britney Spears and Madonna will have lots of publicity to back up their album before it is released to the public. They will also be seen to have a glossy polished image that will then be reflected again in their music videos. There are many conventions that will be included in videos for mainstream artists that won't be in videos for more independent artists. Some of the conventions that are used in these videos can include: choreographed dancing, limited use of the artist, sexualisation or even a story that fits with the song. These type of music video from mainstream artists will be found on a huge array of platforms as these will be the videos and artist that the public will be most interested in so will make the platform showing it more money. Platforms will include places such as YouTube (specifically VEVO), spotify, apple music, MTV 1 and even platforms such as Netflix now show certain music videos. On platforms such as YouTube mainstream artists will get more publicity as they will be on the homepage of the website and can even make it into the trending section so everyone on the site will be able to see the video without having to search for the artist or song. This song from Fergie is identifiable as a mainstream artist due to the production that the video has. The video includes multiple models throughout the video such as Chrissy Tiegan. Kim Kardashian and Devon Aoki. The cast of the video is also very large and the video isn't just focused on the artist as it includes choreographed dancers and actors along with a little 'story' to take the main focus away from the artist. Due to the fact that the cast of the video are mostly celebrities they will require to be payed more for their celebrity status, this then makes the video have a larger budget so only mainstream artists would be able to afford this.



Independent bands/artists: Independent artists who are just starting out won't have the finance that the mainstream artists have from their previous releases, so they won't be able to have a large production for their video therefore, the music videos that they release will be paid for by their independent record labels. Some conventions that they may use themselves as more of the focus rather than hiring actors for the video, the video also won't be as well refined as a mainstream artist due to the limit of money they have to spend on the video, so things like lighting and sound might not be as effective and finally as the production is lower budget then there will be less crew working on the video. The example that I am going to use for this purpose is 'Undercover Martyn' by Two Door Cinema Club. This video is a good example for independent artists as the entire consists only of the band and they stay in the same position in the video for the entirety of it. There are some simple effects that are spread throughout the video such as the word 'basement' coming up above the band on sheets of paper and blankets going between the band and around them, the band also appear in UV and then finally ends with them surrounded by balloons. These tropes are low budget compared to Fergie's 'M.I.L.F.$' as that video involves a narrative and actors/actresses whereas this one doesn't and uses simple techniques that won't cost the label much money.



Self-produced artists: Due to the expansion of media outlets and in-home consumer technology, artists' are able to produce and distribute their own music via the internet, particularly YouTube and other social networking sites. Self-produced artists are usually trying to find a way into the industry by releasing video and records via their own means. Some advantages of producing your own music video is it can create the artists own public image for themselves and it gives them publicity. Some disadvantages of this purpose is that they can run out of money as no one is funding them and the video has a smaller budget. The example of 'Million Bucks' by Cimorelli can clearly be labelled as self-produced as the band themselves shot the video and edited it. The shots in the video include them at the dance studio where they practice, doing photo shoots, in the studio, getting hair and makeup done and chilling out in their back garden. The video is very close and personal to them as it is composed of real-life clips throughout and doesn't really focus on a narrative or them singing.  

 

'Art' and statement through music videos: Some artists don't exist for commercial reasons, some aim to create a piece of art or a visual masterpiece that they want to be remembered for. This means that the music video can also be used to promote an artistic statement. Some conventions that may be found in 'art' music videos is that they won't usually focus on the artist and that they can be seen as commentary on people that are in the industry. An example of this purpose is 'On Melancholy Hill' by the Gorillaz. The Gorillaz were created by Damon Albarn and Jaime Hewlett, but is made up of four fictional members to represent them in music videos and promotional methods. The four members are: 2D, Murdoc Niccals, Noodle and Russel Hobbs. The universe in which they live in can be explored through the music videos that the band releases, their website or other pieces of media such as short films.



Extension of Income

An artist or band will receive royalties or a payment in exchange for the use of their product, every time that their record is played on the radio. If the artist chooses to have a music video to accompany their record then every time it is watched the artist will receive royalties or some sort of payment again. It is impossible to track the consumption of a singular music video. One of the reasons for this is the vast number of media outlets, an estimate is made depending on how popular a particular track is or how well the single is selling, an assumption is then made based on the popularity or interest in it and the royalties are paid accordingly. The usual outcome is that mainstream artists will top the charts on a regular basis because their songs are played on the radio all the same as they are a safe bet for companies to use the songs as they know that the public will enjoy them. Underground or more alternative musicians rely on other 'media outlets' to get their records heard and their names recognised. It will be more difficult for alternative/non-mainstream or un-established artist to get more airplay on television channels and major radio channels as it is a risk for them to play the song as viewers might not like the music that is getting played so they won't listen to that channel or station anymore. The best way for someone who is unheard in the music industry to get heard of is to release a song on YouTube, as this means that a very large audience can see the video, it can easily become viral and it will always be on there unlike platforms such as the radio. This example is for Ed Sheeran's 'Shape of You' as he has become a huge hit in recent years after he had become homeless and doing small gigs in London. His albums have gone platinum multiple times and not just in one country such as the UK, they have gone platinum in the US, Australia, Canada and Ireland. This song comes under extension of income as this song isn't just on YouTube put on other platforms such as Spotify and Apple music. This will increase the royalties that he is receiving as more people will be watching or listening to his music and people may view on multiple platforms or people who only listen to music on one will still be able to listen to it. Other artists such as Taylor Swift refuse to have their records played on services such as Spotify due to the fact that she believes they offer too little money per view. The only songs that appear under her name on Spotify are ones that she has written or sung for films such as Fifty Shades Darker and The Hannah Montana Movie, this is because she cannot control what platforms these are released on as she doesn't own them, so if the song appears on the films appear then it will be released on Spotify.



Extension of Outlets/Platforms:

Media outlets or platforms are sources that allows the public to access media text. When it comes to music videos, it refers to any media related source that would allow the public to view or access to watch a music video. There are many media outlets that are able for the public to be able to view music videos, they can include: YouTube, MTV, Facebook, Twitter, Spotify, Google Play Music, Amazon Prime and Last.fm. In the past music videos would be played on chart shows such as Top of the Pops and on solely music channels such as MTV. Social media means that a artists record or music video can easily be shared and written about so can reach a large audience in a short amount of time. Controversy can also help to create buzz behind a music video and can result in the video being viewed more times. Controversy can also result in mainstream media reporting on the record which will give the artist more exposure. The song that I have chosen is 'The Greatest' by Sia. This song has been releases as a single and as part of Sia's latest album This Is Acting. This song has been released on many platforms such as iTunes, Spotify and Last.fm. This song was also used in newspapers and new websites at the time of release as many people saw it as a tribute for the victims that were involved in the 2016 Orlando Nightclub Shooting. The video begins with Sia frontliner, Maddie Ziegler smearing rainbow colours on her cheeks before releasing 48 other children which makes a total of 49 which was the number of people who were killed in the shooting. At the end of the video a wall is shown to have bullet holes while the children fall to the ground and Maddie has tears streaming down her face.



Synergy:

Synergy, in media, refers to the promotion and sale of a product subsidiary to the main product or company through licensing deals. Walt Disney was the one who pioneered the idea of synergy in the 1930's when he granted other companies and firms the rights to use Mickey Mouse in various products and advertisement. Disney now have a long history of marketing their own products through the use of synergy, whereby another company will use Disney's creations as a way to sell their product and by doing so, promote Disney. Another example is the Spider-man films as when these are released products such as his costume and web-shooters will be released, along with other toys, dvds, posters and video games that can tie-in with the movie or be an independent thing. This type of music video can also help to plant ideas about the band or artists image. Product placement in music videos is also a way for the artist and record label to generate an income. Major labels and mainstream artists will almost always have some product placement in their videos as they will be able to provide the products company with a large sum of money while also generating their own. The example that I have chosen is 'The Goonies 'R' Good Enough' sung by Cyndi Lauper for the film The Goonies which was released in 1985. The narrative of the video follows the plot of the actual film very closely, with Cyndi's families business being threatened to be bought by people with large amounts of money. Then later in the video Cyndi stumbles upon a map that leads to treasure which happens to be the exact same map from the film. Even later in the video she comes across many members of the cast from the film such as Sean Astin, Josh Brolin, Corey Feldman and Jeff Cohen. Not only did the video feature the actors but it also included professional wrestlers such as Rowdy Roddy Piper, The Iron Sheik, Wendi Ritcher and Andre the Giant. Appearencs at also made by the films director Steven Spielberg. To go along with the film there was the release of many video games for many different consoles out at the time such as the Commodore 64, Atari 8-bit Family and the Apple II. There was also a sequel called The Goonies 2 released for the NES. A comic book called The Goonies: The Search For Sloth has also been released to continue the legacy of the films.



Music video today are increasingly more popular due to the accessibility that the majority of the people on the planet have to watch them. They also bring something else to the table besides the actual song, they can included a narrative that will help audiences to remember the song and enjoy the meaning of it, they can easily help showcase the band and give them an identity for the audience to know them by and they can help directors to make a start in their career if they ever want to move onto other projects such as television or even films, this can help them in the beginning as it shows other people in the industry what they can produce on a small scale.