M U S I C V I D E OP UR P OS E OF

W H AT A R E T H E P O S S I B L E P U R P O S E S O F M U S I C V I D E O S - L I S T

S H A R E YO U R M O S T M E M O RA B L E M U S I C V I D E O A N D E X P L A I N W H Y ?

P R OM O T I O N A L

• Raise awareness

• Raise perception

• Give the audience a better understanding of the song

• Entertain and show off the artist

• Sell the song, and invoke the reaction so that the audience remember the song

I M AG E

• A particular style or change of image can affect the success of a music artist. This may be influenced by the style of music adopted on a new album.

• Producers encouraged Nicki Minaj to have an exaggerated look with pink hair/platinum blonde hair, animated expressions and overtly sexual.

• Whilst this reflected hip hop trends she also pushed the boundaries in fashion and styling which appeal to her fans (and potential fans) therefore encouraging single sales.

I D E N T I F Y A S M A N Y M U S I C A RT I S T S T H AT H AV E U S E D M U S I C V I D E O S T O R E I N V E N T T H E M S E LV E S

• Gangnam Style• First online video to receive 1 billion hits• Won best video at MTV Europe Music Awards• Social networking held responsible for making the

video popular on such an incredible scale• Led to possible collaboration opportunities for Psy with

other artists e.g. Justin Bieber• Caused the share price of the record company to

increase by 568.8%

P R OM O T I N G T H E A RT I S T

- C HR I S BL AC KW ELL , F OUN D ER OF I S L A N D R EC OR D S

“I don’t think there are any record companies now in the real sense of the word. We’re all in the fashion business. You used to be able to see records purely on music and musicianship. Now it’s packaging, media, television, and video”

E XT E N S I O N OF I N C O M E

• Product Placement of own Brand

• Use of word of mouth

• Hits on YouTube

• Encourage audience to purchase single / album

• Encourage ticket sales for concerts and music festivals

• CD/DVD bonus features

S Y N E R GY

• Synergy is when different companies/individuals join together to work on a project that creates mutual success for both brands.

• Provide a range of your own example

E XT E N S I O N OF OU T L E T

• Music channels

• Direct DVD

• CD Sales

• Website

• Download

P R OD U C E R S T RAT E G I E S

• Music videos are not merely constructed as a visual representation of the song. The music industry often has a motive for the style, narrative, production and promotion of the video and artist.

• There are a variety of strategies that producers’ use in order to encourage single, album and tour sales, promotion of the artist and their image, sales of merchandise etc

• How might the producer strategies from One Direction be different from an artist like Banks

W H O I S T H E P R O D U C E R

• the major label

• the independent music label

• the self produced artist

• In groups, discuss the positive and negatives effecting the production of a music video with each type of Producer

W H O I S T H E P R O D U C E R ?

A major label• For a mainstream artist. • Generally charts high, sells lots of records

and therefore tour and merchandise. • Large budgets for promotional material

(such as music videos).• Predominately main stream/popular music

genres such as Pop and RnB

Example: Katy Perry is signed to Capital Records

http://www.youtube.com/watch?v=lWA2pjMjpBs

M A J O R L A B E L S T R AT E G I E S

• VEVO have a partnership with Sony Music Entertainment and Universal Music Group. They host music videos on YouTube and use adverts at the start of the each video to produce revenue. This is good for music companies as it allows them to regulate the online distribution of their music videos and make money from it.

• VEVO also have applications on many devices e.g. i-Pad. This allows many more people to access the content

I M PA C T O F Y O U T U B E V I E W S

• December 2012 record labels were stripped of 2 billion video views

• YouTube wants to combat ‘black hat’ view count-building techniques. This is when hackers artificially build up the numbers of views or likes on a YouTube video- enabling them to make clips more popular than they really are and increase exposure on the site

• The number of views are regarded as an unofficial worldwide popular music chart

W H O I S T H E P R O D U C E R ?

An independent label• Smaller, independent music label.• Smaller budget.• Niche market for music genre – dance (specific sub

genres), indie, folk etc• Target audience and music artist often credit music videos

as an art form. Often experimental in terms of technique, equipment and narrative.

• Prepared (budget dependent) to use less experienced/known music video directors with a proven creative background.

Example: FKA Twigs is signed to Young Turks

https://www.youtube.com/watch?v=3yDP9MKVhZc

W H O I S T H E P R O D U C E R ?

The Artist• Some artists may decide to make the video

themselves.• Often unsigned, it can be used as a promotional

tool to gain fans/exposure and ultimately lead to signing with a label.

• This is usually due to budget limitations.• It may also reflect a desire to take artistic control of

the visual content.• Cost effective technical equipment makes it easier

to access, produce and distribute material.http://www.youtube.com/watch?v=XwpgByDiHw0

http://www.youtube.com/watch?v=KM40cRl1yuE

P R O D U C T I O N T E C H N I Q U E S

Busta Rhymes ‘Gimmee some more’

• Hype Williams• Fish eye lense• hyper bright colours• Skipping frames in the edit. • Editing the speed.

Coldplay ‘The Scientist’

• Jamie Thraves• Footage edited in reverse.

http://www.youtube.com/watch?v=VeCpfWNKh9s

http://www.youtube.com/watch?v=RB-RcX5DS5A

The Prodigy ‘Smack my b**** up’

• Jonas Åkerlund• POV shot

Peter Gabriel ‘Sledgehammer’

• Stephen Johnson• Stopmotion

http://www.youtube.com/watch?v=OJWJE0x7T4Q

New and innovative techniques can provoke discussion and encourage

fans to watch a music video

C O N T R O V E R S YSome music videos are deliberately provocative in their choice of narrative and imagery. Often this is a conscious decision. No publicity is bad publicity!Before the invention of youtube, a banned music video could have a negative impact on the promotion of the song as the video would be harder to access.Now a banned video is easy to find… Why is controversy useful?

http://www.youtube.com/watch?v=yyDUC1LUXSU

R E M A K I N G

Once a music artist has become successful, it is possible (although unusual) to reshoot a music video with a bigger budget or for a new audience

Compare how Ellie Goulding is represented in each video.Which was the first version to be produced?Why do you think that they changed it? http://www.youtube.com/watch?v=5y8g

Xv0tPj4

http://www.youtube.com/watch?v=fBf2v4mLM8k

What does Daft Punk’s ‘Get Lucky’ music video look like?

http://www.youtube.com/watch?v=5NV6Rdv1a3I

This was the first ‘release’.

Why did they release this?

http://www.youtube.com/watch?v=h5EofwRzit0

Watch the mini documentary.

• What does this tell you about:

• Current production values

• Finance

• Equipment

• Audience

http://garrettgibbons.com/music-video-budgets/

I N F O G R A P H I C

Research task:Based on your research today, you are going to create an infographic exploring facts and figures concerning the history of music videos.

I am particularly interested in STATISTICS on:• Budgets• Specific music artists/genres/songs• Dates• LocationsSome possible ideas:What are the top three most expensive music videos of all time?Which music artist has created the greatest number of music videos?What is the most popular filming location?Which country produces the greatest number of music videos per year?Which music video has the most you tube hits?Average music video budget today compared to the nineties.What facts can you uncover?

http://infogr.am/