Purposes of Music Videos

Intro.

Discuss the emergence of music videos and introduce the purpose of the essay.

The purpose of this essay is to discuss why music videos exist, why and how they have gotten so popular and why they benefit artists as a way of promotion, income and synergy. The first music video made was Queen's Bohemian Rhapsody in 1975 for the purpose of promotion. The music video was created Bruce Gowers which was his big break and bought him international recognition. The first music video to be aired on MTV was "Video Killed the Radio Star" by The Buggles in 1981.

Promotion

Music videos are used to promote the artists and their song as well as promotion of directors. Artists can use a music video as a way of promoting their talent by playing an instrument in the video and also promote themselves by showing off their personality and how they want to viewed/known by the public through their performance and appearance. They may also decide to use lots of close ups of the artists face and have their name appear in the music video so viewers remember and recognize them. Artists can use a logo, costumes or a colour code as a means an identification to promote them and their song.

For Example Ed Sheeran is well known for his incredible talent on the guitar through his music videos on YouTube.

In the music video "One" by Ed Sheeran, he promotes his talent as a singer and ability on the acoustic guitar by playing through the entire song just himself, without any extra instruments, tune or background music accompanying him. Just him and guitar. 

Ed Sheeran also has a "X" logo drawn onto his guitar to promote his new album "X" or "Multiply" as fans will recognize what the logo is. The music video also promotes Ed Sheeran's image and personality as a serious artist and songwriter through this music video as the mise-en-scene is very bland with not much going on so the viewers focus on the artist and guitar. Along with the black and white filter and lyrics of the song about losing someone you love.

Directors/filmmakers can also be promoted through music videos by having a distinctive style and being different compared to other music video directors that people will remember. For example David Slade is known for his very odd and messed up music videos such as "Apex Twins - Donkey Rhubarb" and "Stone Temple Pilots - Sour Girl".

David Slade has also directed his own movies, some of his best are Hard Candy (2005) and 30 Days of Night (2007) which are both thrillers. Most recently David Slade directed and produced a number of episodes for Hannibal (2013-) starring Mad Mikkelsen.

Producers' Strategies

How and why are artists marketed differently?

Mainstream artists will have a much bigger budget from producers than new, independent artists as main stream artists are already well known and popular so it's safer for a produce to invest into a mainstream artist as they will have a massive fan base and garaunteed to get lots of views and song/album sales as people like what they already know. An independent artists however will have a much smaller budget and will mostly likey have to pay for it all himself. This means the artist will have to be much more creative and unique if they want to get noticed and compete with the mainstream artists. Independent artists can help themselves by distributing their work on social media websites such as Facebook or YouTube. However there will be thousands of other artists sharing their work everyday trying to breakthrough into the industry. This means an independent artists will have to be really creative in their music videos with the budget they've got to try and stand out from the other artists and get recognised by the public, agents, producers, directors and record labels.

Radical Something is an independent trio which "blends hip-hop and rock with a decidedly Californian vibe". 

Extension of Income

Artist's are paid every time their record is played on the radio, receiving royalties or other payment in exchange for the use of their product. If an artist also has a music video for their record they will also receive money in royalties every time the video is watched on TV or YouTube. However it is very difficult to track all the views on one music video due to the number of media outlets we have today. Instead an estimate will be made depending on how popular the track is and how well it's selling and based on this royalties will be paid accordingly.This makes it difficult for independent or alternative musicians to get noticed as mainstream artists usually always top the charts because their songs are played on the radio all the time for more people to hear and search the song on the internet to watch the music video. For example "Up Town Funk" by Mark Ronson was on radio stations all the time and on YouTube the music video received 540 million views. Due to this recognition the single was a smash hit, spending 14 weeks at number one on the US Billboard Hot 100 and 7 weeks at number one on the UK Single Chart.



While alternative artists/band find it difficult to get played on the radio and rely on other media outlets such as social media and YouTube to get heard and recognized as radio stations and television channels won't take the risk because people won't know the artist or song and won't watch or listen to it. They will choose to stick to mainstream songs as it's much safer as people know the type of music and artists.

Extension of Outlets/Platforms

An outlet or platform is a source which allows us access to a media text. Platforms/outlets that allow us to view a music video or listen to music are radios such as Heart Radio and Kiss Fm. Television on channels like MTV and Vevo. The internet, for example YouTube and Facebook. Artists CDs and DVDs such as Ed Sheeran's new CD album "Multiply" or "X". There are many, many different platforms which allow us to access music now a days. This growing number of media outlets is great for independent artists as they will have more of a chance to get noticed by someone as they have a large number of different platforms to share their work with friends and fans. This increases the chance of getting fame and going viral. However the large number of platforms could make it difficult for non mainstream artists to try and get seen as the more platforms there are, the more artists there will be all trying to get noticed. Also all the mainstream artists will always get seen and not giving the non mainstream artists a chance.

Synergy

Synergy in the media industry is the promotion and sale of a product through licensing deals with another company to use a product. Walt Disney pioneered the idea in the 1930s when he allowed other companies and films to use Mickey Mouse in various products and advertisement. For example a company can use Disneys Mickey Mouse in their own products and in so doing promote Disney.

Ed Sheeran has a licensing deal with Beats by Dr Dre. Ed was in an advert promoting the product but also promoting himself as his new song "sing" was playing in the background. In both Ed Sheeran's music videos, "sing" and "don't" both promote the product Beats by Dr Dre as Ed Sheeran is wearing them  and the actors in "Don't" are using them. Close ups of the beats headphones are used through the music video to show off the product.

"Ed Sheeran - Don't"                                                                                "Ed Sheeran - Sing"

Conclusion

Music videos will always be popular and in high demand as it benefits both the artists and the fans. Artists can gain more income by having a music video and it's what the fans want. They want to see their favorite artists sing and perform.