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ISLA DHILLON

Unit 29 lo1

ISLA DHILLON

ISLA DHILLON

Purpose of music videos


Music videos can help artists with their music, complementing vocals by
having a good video which is important and this can contribute to a songs
success. Music videos were made and used to help promote and
contribute to a songs success and the overall sale of music recordings.
Music video techniques and styles can vary from contemporary, can be
animated using cartoons or fictional things, live action, documentary
style, they can also have non-narrative approaches like abstracts
elements; music videos can use multiple styles or techniques.

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Music videos were first established in 1894, well development first started
to contribute to the creation of music videos, publisher Edward B. Marks
and Joe stern had an electrician George Thomas who helped promote
sales of their music The little lost child, they used a range of still
images on a screen with a live performance, this was the first step to the
creation of music videos; this was known as an illustrated song and was
popular for entertainment. Then the music video creation development
happened over time. Music videos were first actually established in 1956,
in his autobiography, Tony Bennett claims to have created the first
music video when he was filmed walking along the serpentine in Hyde
park, London 19562 where a video of him walking was put with his song
stranger in paradise, but most well-known early but more modern
established music video was Dme si do bytu" -"Let's get to the
apartment" which was made in 1958 by Ladislay Rychman
In 1981 to 1991 music videos became popular and became mainstream,
an example of the most successful and very well-known music video
produced and aired was Michael Jacksons Thriller directed by John Landis
in 1983, it was a 14 minute video which helped set a new image for this
kind of production due to costing and succession from it.
Music videos have changed over time as over the years they developed,
they went from illustrated songs to help artists with their music,
complementing vocals by having a good video which is important and this
can contribute to a songs success. Music videos were made and used to
help promote and contribute to a songs success and the overall sale of
music recordings. Music video techniques and styles can vary. An example
to help show the d3evelopmentTalkies were created, they were sound
films with dialogue which were synchronized in a time when silent films
were popular Then In 1940-1947 Soundies were then created, a soundie
was a musical film which incorporated sequences of dance and routine,
they consisted of three minute of American musical 16mm films,
produced in new York city, Chicago and Hollywood. They would contain
either a sequence of dance and music.
Beatles
https://www.youtube.com/watch?v=wbIcaOV4znw
Chris brown with you
https://www.youtube.com/watch?v=nmjdaBaZe8Y
Chris brown with you and the Beatles she loves you are an example of ow
music videos have changed over time as the Beatles music video for she
loves you was filmed in 1963 compared to Chris brown with you which
was filmed in 2009. There are a lot of differences between the two videos,
the Beatles Is in black and white whereas Chris brown is colourful and
used different backgrounds; possibly green screen edited in whereas the

ISLA DHILLON

Beatles is raw footage of them with instruments singing on a stage. This


shows the development of music videos over time as both videos are very
different; Chris browns is more modern uses colour, has used editing and
put the video with the song Chris brown is singing, it was a successful
video and helps portray Chris brown as an artist and can contribute to the
overall success of the song. In Chris browns video he used multiple
techniques, different camera angles and effects to make the video good,
in the Beatles only used a few camera angles and had no effects and the
music was being sang in the video instead of been edited in; I think that
by comparing the videos there has a significant change in music videos
over time due to technology improving and the entertainment succession
that music videos have created.
Music is important to the music industry and artists, a music video can
contribute to an artist success as they can create an image and help
progress an artist successfulness. Music videos were successful and
opened up another section in media overall and developed over years.

The purpose of a music videos can be for multiple reasons and have
helped contribute to an artist success. I think that music videos help to
promote an artist as music videos were originally used for marketing and
promote the sale of music, I think that music videos help contribute to the
sale of the song it is with as it can create something visual that people will
remember therefore people will remember the song more so its promoting
the song and can make it more popular. Music videos can illustrate the
lyrics which is also promotional and can help the understanding of the
songs lyrics. Music videos add the entertainment of the song as people
can watch the video as well as listening to the music; I think this helps
represent an artist for who they are and expand the understanding of the
song. Not only music videos promote the individual song I think they can
help promote an album an artist is creating; this can also benefit the
company an artist is singed to where they record their music.
Music videos purposes could also be to change the image of an artist, an
example of this could be Miley Cyrus, I think that she managed to display
a different perception of herself as mature and older through music videos
such as in we cant stop which showed her at a party scene doing what
she wants which are lyrics in the song which I think shes successfully
illustrated through the video, I think this was the start to her portraying
her new image as an artist; she went from a Disney artist who had a
younger target audience singing appropriate and casual songs to this new
image of her not caring and experimenting with newer mature music. I
think that music videos are a good opportunity and one of the main
purposes is for an artist to portray themselves how they want to and think
they can strongly change the image of an artist. Recording companies

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that have artist singed may help them create an image by suggesting how
to portray themselfes or what kind of imagery to use In order to do so.
Over time the extension of outlets website or to download has increased
as technology has developed, I think music videos have helped the
extension of outlets. I think sound cloud is a good example of outlet
websites as you can repost like and create playlists of music you like and
help the popularity of the song which helps the artist. MTV is a TV channel
which labels and recording companies can work with to air music with
music videos, music videos can be aired on TV shows and channels. A big
company iTunes is where music is officially available to purchase to
download onto an iTunes account which can be accessed through devices
such as mobile phones, laptops, computers so its available when you
want to listen to it, sound cloud is an example of free downloading website
although some songs arent available on sound cloud but most popular
ones are. Outlets on websites and TV help the sale and popularity of songs
that artist have produced and make them available to the public to listen,
download and share with others.
Extension of income (branding) is also a purpose of music videos as music
videos can contribute to the successfulness of an artist or artists as they
are memorable even after the album or song has been released as if its
popular it may be talked about on news, on social networking sites and by
the public therefore creating more publicity for the artist which can extend
their income as it will still be present and talked about even after the
songs popularity has died down the music video could still be a frequently
popular. Michael Jackson although he is no longer alive to me is
memorable not only for his success as an artist, but his thriller music
video which I think is the most famous music video ever produced, very
well-known and the first idea of a short film as it was made with a
beginning middle and end; this is very memorable and I believe this
extended his income and is a prime example of how music videos
promote and make an artist more memorable.

Synergy (films and TV adverts) is the cooperation of multiple organisations


which produce combined work to have more of an effect by working
together rather than their individual work. An example of when synergy is
used could be when artist in their music video includes some footage from
a film or TV program, this can help promote the film and the music video.
An example of synergy could be Wiz khalifa see you again
(https://www.youtube.com/watch?v=RgKAFK5djSk) was commissioned and
contains scenes from Fast and Furious 7 the film as it was tribute to Paul
Walker an actor who was in all the fast and furious films who sadly passed
away; the song was a global commercial success and was number one on
the billboard Hot 100 for 12 weeks, this song also supported the films
success.

ISLA DHILLON

Producer strategy
Producer strategy of a music video can be a major label, by a major label
being in charge of the music video, they can increase the promotion the
artists image, single, album, music, tours which will increase income and
publicity. As music videos visually represent the song an artist has made,
by major labels producing these can help the overall endorsement of an
artist; as they have larger budgets as they have a major label supporting
them in producing a music video, this can help mainstream artists as this
will increase their popularity in the charts which contributes to the selling
on their singles, tours, merchandise and music. An example of an artist
signed to a major label could be Justin Bieber to Island def jam or Rhianna
who is signed to roc nation, these major labels have helped develop and
increase these artist work. Major labels can help artist which are more
mainstream and music such as R&B, pop and hip hop.
The producer strategy of a music video can be Independent, an
independent music label is a smaller music label of which is independent.
This can help artist when producing music videos although they may
provide a smaller budget of which they have to make their videos
compared to music videos produced with major labels. Independent label
can help artist which their genre of music could be dance, have more
creative but less experience within the production of their music videos.
Self produced is a producer strategy, this is when the artist produces the
music video themselves, and they may not be signed to a music label. By
a artist self producing a music video they may have a small budget which
limits them to what they can include within their music video- e.g. they
might just make it really basic and have visuals which represent the lyrics.
Self produced music video can help self promote the artist as it is showing
their capability and talent as well as promoting their songs; which then
may attract a music label to this artist which could result in them being
signed due to their work. By an artist creating their own music videos this
can help show that they are representing the image they want their

ISLA DHILLON

audience and people to see them as instead of a label changing their


image. An example of a self produced music video is stormzy shut up,
this is very simple but effective music video, he is stood with all of his
friends in a semi circle and they are dancing and some joining in with the
lyrics, this is known as a freestyle and although they probably used little
equipment I think its very effective as its very raw- stormzy is showing
how he is and his friends and I think this increases his image as an artist
and has helped portray the way he want to be viewed as an artist, as well
as representing other artist within this which are some of his friends, I
think this is a good self produced music video, the music is edited in and
the video is set in a park which they make jokes about in the music video,
and they are singing live, I think this is a very good way of promoting
himself as hes showing what hes like live as in concert. Another example
of an artist which used to self produce would be Skepta, in his music video
shutdown his lyrics say wanna know how I did it with no label, no a list
songs and I told them blud I just shutdown this song is about him being a
self produced artist in general as well as the music video being self
produced; he is now popular artist and has collaborated with bigger artist
signed major labels such as drake.

https://www.youtube.com/watch?
v=RqQGUJK7Na4
Stormzy shut up

https://www.youtube.com/watch?
v=MQOG5BkY2Bc
Skepta
shutdown

ISLA DHILLON

Bibliography

https://en.wikipedia.org/wiki/Music_video
https://30yearsofmusicvideos.wordpress.com/
https://en.wikipedia.org/wiki/Soundies

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http://www.slideshare.net/mattwako/presentation-on-musicvideos-and-their-importance
http://www.slideshare.net/MsJMcLeod/the-purpose-of-musicvideos
https://www.google.co.uk/webhp?sourceid=chromeinstant&ion=1&espv=2&ie=UTF-8#q=what%20is%20synergy
http://www.slideshare.net/hasnmedia/producers-strategies

ISLA DHILLON