Purposes of Music Videos
Adele - Hello https://www.youtube.com/watch?v=YQHsXMglC9A
The first song I chose is one of my favourites and most powerful songs out since the closing of 2015. Yes the song is called 'Hello' performed by the almighty Adele and the way she promoted her album was by releasing this very first song as it is a new album after a 3 year break. The music video was released on her official vevo account, which is another source of promotion, as she has got over 13 million subscribers.
Music videos have a purpose and they have a variety of meanings according to the genre of the song too. Some music videos are created to promote the artist, promote the record label, the album or even the song itself. In my report I'm going to talk about how 6 different music videos have 6 different purposes in the industry today.
Promotion of an artist's album
Promotion of an artist's album can occur through their own record company, a YouTube account or even the song itself being released in to mainstream radio or performed at live events. Normally this would happen before the artist releases the track/album to let the give the fans a warning to was out for their song which is going to come out.
Adele - Hello https://www.youtube.com/watch?v=YQHsXMglC9A
The first song I chose is one of my favourites and most powerful songs out since the closing of 2015. Yes the song is called 'Hello' performed by the almighty Adele and the way she promoted her album was by releasing this very first song as it is a new album after a 3 year break. The music video was released on her official vevo account, which is another source of promotion, as she has got over 13 million subscribers.
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| (Adele's Official Youtube account Showing Over 13 Million Subs) |
Adele's very own Hello was played first on BBC Radio 1 and in a way this promoted her song and album because it is one of the most listened to radio stations in the UK which would help Adele to sell copies or even get on top of the charts. Adele's record company are named XL and they are pretty big which allows every song they release to be played on radio worldwide, so in a way this is a total advantage of promotion for the track and album because it means that everybody around the world would get to hear the song.
Increasing the range of media an artist is active in
This is where an artist is active in different types of industries excluding the music industry. They would of started in the bussiness at the same time they were in the music industry or they could have started the music industry before they decide to expand the industry their already in so that they could increase the income they get.
The Script Ft. Will.I.Am - Hall Of Famehttps://www.youtube.com/watch?v=mk48xRzuNvA
The next song I chose is by The Script and the tracking title is called Hall Of Fame. Already the title gives people the idea of what the video could be like. Hall Of Fame could suggest to the viewers that there could be famous people in the video or that it could be anyone trying to live up to their dream. The song was recorded with The Script originally and Danny O'Donoghue requested Will.I.Am if he could be on it. This was a little promotion for The Script as Will.I.Am was well known entrepreneur and world blown.
The track was first aired on Capital FM, which is one of UK's biggest radio station, and this benefited The Script as they were off the music company for over 2 years. The music video was released to their official Vevo channel and this promoted their tune because Vevo is the biggest music video channel on Youtube. The Script also performed live and got their track promoted by performing at various amount of locations, Amsterdam, Sweden, Australia & also London of course. The reason why they went to various amount of places was because they wanted to get their message out there of being the greatest and being the best. In addition to this, Will.I.Am only performed with The Script at The Ellen Show, which was in America and tho gave the band a very big promotion as The Ellen Show is one of the biggest shows in America.
Promotion of and Synergy with another media product
Adele - Skyfallhttps://www.youtube.com/watch?v=7HKoqNJtMTQ
Many artists have there songs used in movies and TV shows, such as "Adele" with "Sky Fall" which is an example of synergy, as the company "Sony" own the company that produced Skyfall and the budget the movie had has been given by Sony as the other company cannot have a budget as large as Sony's.
other examples of synergy in between companies is Eminem's movie; 8 mile which as budgeted by universal, Eminem is signed to aftermath, a company that only signs highly ranked artists and are owned by universal which is why he stars in the film and uses his own music throughout it. this way he gets to promote his music to film fanatics instead of just to audiences who are into music only. it also raises Eminem's awareness to a larger audience making him more known of and generating a bigger income from these audiences.
Vevo, YouTube and other networking sites can also be used by conglomerate companies such as Universal or Warner bros. by paying sites such as twitter to promote the artist and to use them as advertisements for events and hosting competitions which also attracts a bigger audience to people unaware as they would give VIP tickets for example to the winner or tickets to runners up.
they can also use the sites to promote new videos and songs that have come out by the artist by paying to put them on the front entrance page. i.e YouTube would put Eminem's music video to the front page to attract people by including them in promoted videos and in the popular categories of the site.
Promotion of an artists change in musical direction
This commonly happens if an artist starts the industry from a young age or if the artist isn't making enough money from the direction he/she is already taking. Down below i am going to talk about Justin Bieber as he is a perfect example of an artist who started from a young age till now.
In 2010, Justin Bieber was only 16 and the sort of tunes he was making were inspirational tunes to do with confidence, courage and also love. In the above picture, Justin Bieber was featuring alongside Jaden Smith and the moral of the song was to never give up an keep fighting, this was also a promo track for the movie "The Karate Kid' (2010)
In 2015, Justin Bieber was at an old enough age and we started to see a lot of a change in him, from puberty to musical direction, Justin Bieber started composing love songs as they are now popular now a days in the music industry and this has been a big change from just writing inspirational lyrics about being strong. We could also say that he wanted a change as he wasn't enjoying the type of attention he was drawing or either that he wanted everyone to know about his love life. Overall this has been a brilliant outcome for Bieber as it not only benefitted him but it has benefitted the music label too.
Increasing the income for the record company
Macklemore - Thrift Shophttps://www.youtube.com/watch?v=QK8mJJJvaes
Macklemore is a rapper who is majorly famous for both his famous tracks "Thrift Shop" & "Can't Hold Us". As you can see below, Macklemore isn't part of a major record label but he runs his own one and he's made it to the top spot in the charts in the US & UK according to wikipedia he is also the 2nd person in history since 1994 to make it to the top of the charts without a record label.
Promotion of and Synergy with another media product
Adele - Skyfallhttps://www.youtube.com/watch?v=7HKoqNJtMTQ
Many artists have there songs used in movies and TV shows, such as "Adele" with "Sky Fall" which is an example of synergy, as the company "Sony" own the company that produced Skyfall and the budget the movie had has been given by Sony as the other company cannot have a budget as large as Sony's.
other examples of synergy in between companies is Eminem's movie; 8 mile which as budgeted by universal, Eminem is signed to aftermath, a company that only signs highly ranked artists and are owned by universal which is why he stars in the film and uses his own music throughout it. this way he gets to promote his music to film fanatics instead of just to audiences who are into music only. it also raises Eminem's awareness to a larger audience making him more known of and generating a bigger income from these audiences.
Vevo, YouTube and other networking sites can also be used by conglomerate companies such as Universal or Warner bros. by paying sites such as twitter to promote the artist and to use them as advertisements for events and hosting competitions which also attracts a bigger audience to people unaware as they would give VIP tickets for example to the winner or tickets to runners up.
they can also use the sites to promote new videos and songs that have come out by the artist by paying to put them on the front entrance page. i.e YouTube would put Eminem's music video to the front page to attract people by including them in promoted videos and in the popular categories of the site.
Promotion of an artists change in musical direction
This commonly happens if an artist starts the industry from a young age or if the artist isn't making enough money from the direction he/she is already taking. Down below i am going to talk about Justin Bieber as he is a perfect example of an artist who started from a young age till now.
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| In 2010, "Never Say Never Ft. Jaden Smith" (16 Years Of Age) (Before) |
In 2010, Justin Bieber was only 16 and the sort of tunes he was making were inspirational tunes to do with confidence, courage and also love. In the above picture, Justin Bieber was featuring alongside Jaden Smith and the moral of the song was to never give up an keep fighting, this was also a promo track for the movie "The Karate Kid' (2010)
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| In 2015, "What Do You Mean" (21 Years Of Age) (After) |
Increasing the income for the record company
Macklemore - Thrift Shophttps://www.youtube.com/watch?v=QK8mJJJvaes
Macklemore is a rapper who is majorly famous for both his famous tracks "Thrift Shop" & "Can't Hold Us". As you can see below, Macklemore isn't part of a major record label but he runs his own one and he's made it to the top spot in the charts in the US & UK according to wikipedia he is also the 2nd person in history since 1994 to make it to the top of the charts without a record label.
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| Macklemore wearing funky clothes |
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| introduction to song with an entering scene |
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| changes costume throughout the whole video |
The music video to "Thrift Shop" increases the income for the record company (Macklemore) because of the content within the music video and the song. The majority of the music video contains parodic scenes and this is in a style of a comedic film about a rapper trying out clothes. The source of a funky video increases the income and promotion for the record company dramatically since that's what catches a lot of peoples attention these days.
Conclusion
In conclusion, the advantages of music videos is that they enable the performer to be seen on TV when they are not actually performing. Obviously you can’t play music on TV without anything happening on the screen so the video was developed to give viewers something to watch whilst listening to the song. This extends the playability of the track considerably. Sometimes the video goes a stage further and becomes a cult item in its own right. It’s more than likely that Macklemore's song "Thrift Shop" would be forgotten by now, were it not for the video. From the very beginning, there has always been a tendency for music videos to try to grab our attention with their use of high-tech effects. Very simple ideas can work just as well, though. But the more revealing and exciting the video is, it will receive plenty of love.
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