Introduction to Music Videos and Music Industry

The Music IndustryThe Music Industry

• Dominated by 3 transnational Dominated by 3 transnational corporationscorporations– UniversalUniversal– SonySony– Warner BrosWarner Bros

• Known as ‘The Majors’Known as ‘The Majors’


• Most majors also own, or licence, a Most majors also own, or licence, a string of smaller subsidiary string of smaller subsidiary companies in order to reach different companies in order to reach different kinds of audiences in different kinds kinds of audiences in different kinds of genreof genre

• These companies are known as These companies are known as ‘major-independents’‘major-independents’


• Finally, there are a huge number of Finally, there are a huge number of small companies with little or no small companies with little or no financial connection to the majorsfinancial connection to the majors

• These companies often concentrate These companies often concentrate on a small number of artists, within on a small number of artists, within specialised niches in the industryspecialised niches in the industry

• Known as ‘independents’Known as ‘independents’

The Music IndustryThe Music Industry• It is misleading to see the industry It is misleading to see the industry

simply as a ‘hierarchy’, dominated by simply as a ‘hierarchy’, dominated by the majorsthe majors

• A better description is a ‘web’ of A better description is a ‘web’ of companies (Negus – Producing Pop), companies (Negus – Producing Pop), whose connections allow:whose connections allow:– smaller companies to gain access to smaller companies to gain access to

bigger marketsbigger markets– bigger companies to gain access to new bigger companies to gain access to new

artists and movements in popular musicartists and movements in popular music


• In turn, most record companies In turn, most record companies organise themselves internally into organise themselves internally into several key areas:several key areas:– Artists and Repertoire (A&R)Artists and Repertoire (A&R)– Marketing/Artist DevelopmentMarketing/Artist Development– PromotionsPromotions– LegalLegal– FinancialFinancial


• The industry as a whole has a The industry as a whole has a complex relationship with a number complex relationship with a number of different media..of different media..

• Radio, TV, Print media, Film, New Radio, TV, Print media, Film, New MediaMedia

Music VideoMusic Video

• Music video serves a number of Music video serves a number of different functions:different functions:– Promotes a specific single and, normally, Promotes a specific single and, normally,

an album an album – Promotes a specific artist or band Promotes a specific artist or band – Creates, adapts or feeds into a ‘star image’Creates, adapts or feeds into a ‘star image’– Entertains as product in its own rightEntertains as product in its own right– Reinforces, adapts or undermines the Reinforces, adapts or undermines the

‘meanings’ of a song‘meanings’ of a song


• Often contains a number of different Often contains a number of different elements:elements:– PerformancePerformance– NarrativeNarrative– ThematicThematic– SymbolicSymbolic


• Visually stylish – ‘artistic’ mise-en-sceneVisually stylish – ‘artistic’ mise-en-scene

• ‘‘Rhythmic’ montage, fragmented styleRhythmic’ montage, fragmented style

• IntercuttingIntercutting

• Experimental use of camera/editingExperimental use of camera/editing

• Fast paceFast pace

• Conspicuous lighting and cinematographyConspicuous lighting and cinematography

• Often break the rules of continuity editingOften break the rules of continuity editing


• A visual equivalent to musicA visual equivalent to music

• Encourages repeated consumptionEncourages repeated consumption

• Encourages identification or desire Encourages identification or desire for the artistfor the artist

• Provides an open, polysemic Provides an open, polysemic experience for the viewerexperience for the viewer

Introduction to Music Videos and Music Industry

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