The Purpose of A Music Video

The very first music video to be created as a selling platform came in the identity of Queen’s
Bohemian Rhapsody in 1975. I say this because there have been documented videos of an
older age that have been recorded which look of the same type of video, i.e. a group or band
singing on a stage together. However, these videos are not of the same intentions as videos
such as Bohemian Rhapsody. These videos were created solely for the benefit of more
money and to help establish a synergy between the idol and the production company. The
idol allows the video to have a guaranteed audience that fits their original criteria, while the
professionalism of the video could help improve the quality of the product, and make the
audience enjoy it more. The more the audience enjoys it, the better chance the audience
will want to share the video to others, which opens the audience range more. A music video
which has sold because of the music video, is ‘Gangnam Style’ by Psy. Gangnam style is a
Korean pop song which was introduced in mid 2012. A clue to it selling from the music video,
is that despite it being in a language that most of it’s audience didn’t understand, it still
managed to grasp the attention of numerous countries, even making it within the top 10 in
the countries charts. However, it does not reflect on the subscribers for the official channel,
which comes up to a total of almost 9 million subscriptions. on Itunes, the song has taken
less than 20 thousand reviews on the single. The most expensive video ever made is
‘Scream’, by Michael and Janet Jackson, which comes up to a sum of nearly 11 million
dollars. This is significant because 1995 was the era of change in technology. Before this
time, video creation businesses never dreamed of spending a budget of over 2 million since
Michael Jackson’s previous videos were titled as expensive at 1.2 million dollars for ‘Black
and White’. With the improving technology, the prices were sure to increase rapidly1.

1 https://en.wikipedia.org/wiki/List_of_most_expensive_music_videos

Relating to the primary research I conducted, It is shown that YouTube is the go to place for
music videos for people of varying age groups. Out of the surveys I disputed, 13 aout of the
15 surveys included YouTube as a media platform they used the most. to elaborate on the
significance of youtube, the two surveys that didn’t pick youtube as a platform, made clear in
their surveys that they had no interest in music videos whatsoever. Music Tv channels
followed in second place, however, they did not manage to gather half of the response that
YouTube did.In a logical view, I believe that people view music videos from these platforms
because they are simplistic in use and in their availability to the audience that want to grasp.
Youtube is also a free website for anyone to access excessively which could explain why so
many of my surveys responded with highly regarding Youtube as their place for music
videos. I think music Videos are being used in this way because it allows the target audience
of the production to be expanded to people who might not have the money at the ime of
release to buy it. With the charts in every country changing at a weekly rate, it would be hard
in that factor for hte artists behind the production to appeal to all of their target audience
without relying on a free software for their audience can access their music. This opens up
the ability for the audience to buy the product at a later date, and also keeping it relevant for
longer periods of time.
Viewing Figures.

2

The statistics for the popular song, ‘Work’ by Rihanna, managed to grasp 12 million views on
the first day of release. these figures are steadily climbing with no breaks in the pattern. This
shows that the song is still in season for the media and will continue to gain more views.
2 https://www.youtube.com/watch?v=HL1UzIKflA&list=PLC9TFojbcUVs1JUtf1hpFwACx7yeHMD6z&index=1

3

The viewing figures for Selena Gomez’s single ‘Hands To Myself’ released on the 20th of
January 2016

As shown in the graph, MTV has had rapid declines throughout the years, however, also with
inclines which do not give the studio a true mean of people who tune into their shows and
music. Recently in 2015, it is shown that MTV has hit it’s lowest view count after 2006.
Which could be the impact of new technology like iTunes and YouTube becoming more
popular.

3 https://www.youtube.com/watch?v=FMlcn_jpWY&index=3&list=PLC9TFojbcUVs1JUtf1hpFwACx7yeHMD6z

MTV views in comparison to Youtube’s success has a huge gap where MTV is slowly
declining to YouTube’s success. It is said that “Youtube is the third most visited website” 4
according to a blogspot post. It also is shown to have around “2 billion views per day” 5
(Taking into mind that more than one view can go to each person). Only 5 million views for
MTV looks almost unfair next to youtube.In my opinion, I believe that MTV is no longer
relevant to the younger generations of people who will grow up knowing about YouTube as
the go to place for videos. However, I believe that MTV is still running for the sentimental
value that the older generation grew up with and highly regarded.
·

What effect do fake views have on the label, artist and the public?

4 http://proidoslo.blogspot.co.uk/
5 http://proidoslo.blogspot.co.uk/
6 http://videocontestnews.com/2013/01/25/how-to-spot-fake-youtube-views/
7 http://www.dailydot.com/business/youtube-fake-views-how-to-guide/

These assets above show how easy it is for people to spot fake Youtube views on a video.
This is seen with anomalous peaks in their view count for daily views. as well as this, there is
strong evidence within the amount of likes and comments on a video. for example, the first
image shows a video with more than 2 million views have less than 500 comments, which
doesn't fit the YouTube comment standard figure for a video this ‘popular’. It was said that
YouTube caught out VEVO channels on fake YouTube videos in the past, which tarnished
the company name as frauds. although, this did not really affect the business as they were
still reeling in millions of views and subscriptions to begin with.Unfortunately for solo career
artists, Youtube would not be sufficient for their views in this circumstance. Written in one
article (8), it was said that the channel was only gaining 19 cents per 500,000 views a year.
Which would mean that only well known businesses would be able to afford youtube as a
major platform for music.
The first major difference with youtube viewers and iTunes purchases is that it is completely
free for the consumer to look up songs and play them, while iTunes relies on the consumer
buying the songs before they can listen to them. Music download services such as iTunes
also rely on the consumer having an apple product first before even allowing them to
register, which creates a problem for people who aren’t fond of apple products. Thus,
YouTube has a wider audience range due to its large availability to the audience it wants to
appeal to.

8 http://www.dailydot.com/business/youtube-fake-views-how-to-guide/

From the results of my primary research conducted through surveys, Youtube managed to
grasp more votes that the other options as seen in the graph above. many reasons for this
could include the fact that it’s free for the desired music video’s audience to access, allowing
the audience to watch and listen to their favourite music for free, while the record label gains
money from the amount of views the video earns. as well as this, the viewer can actually
choose what they want to listen to, which contrasts with a music TV channel that decides
what to air regarding on what’s most popular at that time. On top of this, growing generations
may start to not live with music on TV channels, and go straight to YouTube once they gain
enough independance.
Record labels are companies that create and distribute things like music and films and
promote it. there are two kinds of record label, one being an independant record label, which
include a band or artists (Indie music) that do not use outside sources to promote their
music. The other record label is the Major record label, which are large, well known
companies that are usually owned by a ‘parent’ company. An example of this is Universal
and EMI.
In average, artists that goes unsigned by any record label makes 12 dollars per self disputed
CD, $5.99 per album on iTunes, and 69 cents per single track selling. Signed Artists earn
$2.30 per CD and 23 cents per single track selling. It may seem that an unlisted artist would
make more than a listed artist, however, unsigned artists are known to be vaguely heard of
through the media, while a listed artist is given major publicity, so that they earn much more.
A self promoted artist is usually an indie artist that works independently to promote their own
music and creates their own sources to do so. This method of promotion over a record label
is that it allows for the artist to keep all of their earnings on their productions.
Synergy is the collaboration of more than just one element that come together to create a
final product which is more beneficial to all elements rather than the elements individually. In
the relation to music videos, synergy would include in the recurring example of a musical
artist collaborating with a studio to make a music video.
The video is beneficial for the artist as their audience will appreciate a video as double the
entertainment rather than just the music itself. the artist would benefit the studio because the
artist/celebrity would attract an automatic audience to the production. as well as this, an
artist would gain the studio more publicity. An example of synergy in the media is the James
Bond themes over the series, for every movie has a theme created by a famous star of the

time, like the official video for the James Bond film Casino Royale (2006) starring
and sung by Chris Cornel.