Purpose of music videos
Music videos are made purely to bring attention to an artist/band in order to promote them. This is done to bring revenue to Record labels.
Types of music videos
Performance - A music video that falls under the category of performance will always have an artist/band who are either performing/posing/dancing in correlation with the song. Traditionally an artist/band would be performing on a stage. However, performance videos can be set in multiple settings and potentially have performers wearing a range of different costumes. An example of this type of music video would be the Architects' 'Gravity' or The Strokes' 'Reptillia'.
Abstract - Abstract videos are always played over the music non-diegetically and can use any forms of still or moving image from animation - simply random occurrences that happen to a band or artist. Unlike in a performance video the song does not always have to make sense when played with the music video. Some examples of a abstract video would be The Arctic Monkeys 'Do i wanna know' or Arcade Fire's 'Reflektor'.
Abstract - Abstract videos are always played over the music non-diegetically and can use any forms of still or moving image from animation - simply random occurrences that happen to a band or artist. Unlike in a performance video the song does not always have to make sense when played with the music video. Some examples of a abstract video would be The Arctic Monkeys 'Do i wanna know' or Arcade Fire's 'Reflektor'.
Narrative - The purpose of a narrative music video is to tell a story that correlates with a the song chosen to go with the video. Unlike a performance video the artist does not have to be featured in the video and instead can have hired actors. Some examples of a narrative video include the Foo Fighter's 'My Hero' or Eminem's 'Stan'.
What makes a music video
The codes and conventions used in the making of a music video vary depending on the genre of music the video is used for. However, there are many traditional codes and conventions that apply to all musical videos in which i will now further discuss. For starters it is essential that all music video have 'stylish' uses of mis en scene. Obviously this will both vary with the type of music and type of video the video is made for. But it is extremely important to ensure that visually pleasing imagery and a good use of prop and costume is used throughout a music video. For example in a rock bands music video it would be a good idea to use electrical guitars as a prop as they are commonly associated with the rock genre. Secondly, it is vital to ensure that the cutting in the music video is in-sync with the rhythm of the music. Lip Syncing are always used in music videos unless the music video is a 'Live performance'. An example of a live performance would be The Black Keys' 'Too afraid to love you'. Lip Syncing is used a majority of the time in performance music videos. It can appear in abstract videos and its very uncommon to see it in a narrative video. Finally an other extremely important factor of a music video is the setting. A vast majority of music videos are set in unusual places for example Nicki Minaj's 'Anaconda'. This is done as it attracts the attention of viewers and can bring revenue to the record label.
Purpose of promotion
Promotion is used as a tool to bring in revenue to record labels. This is done in many ways. For starters, Synergy ( the co-operation of two companies) is a prime way to promote music video's and bring in profit for record labels. Product placement is the main source of revenue through synergy. For example Britney spears made a music video for her song 'Hold it against me' and within her video there was $500,000 worth of product placement. Also for independent music makers a purpose of promotion is to get their own music and message out to a broader audience in order to expand their popularity.
Platforms to view music videos.
With the constant development of modern technology there are numerous ways in which we can view and experience music videos. Some of the most popular ways to view are mainly based on the internet. For example platforms such as YouTube. YouTube is the world's number one most popular platform to view music videos on and is where a vast majority of people will go to view music videos. Also downloading videos through applications like the I-Tunes web stores is an increasingly popular ways to view music videos. The final popular way that the public view music videos is through streaming sites such as Spotify.
Promotion is used as a tool to bring in revenue to record labels. This is done in many ways. For starters, Synergy ( the co-operation of two companies) is a prime way to promote music video's and bring in profit for record labels. Product placement is the main source of revenue through synergy. For example Britney spears made a music video for her song 'Hold it against me' and within her video there was $500,000 worth of product placement. Also for independent music makers a purpose of promotion is to get their own music and message out to a broader audience in order to expand their popularity.
Platforms to view music videos.
With the constant development of modern technology there are numerous ways in which we can view and experience music videos. Some of the most popular ways to view are mainly based on the internet. For example platforms such as YouTube. YouTube is the world's number one most popular platform to view music videos on and is where a vast majority of people will go to view music videos. Also downloading videos through applications like the I-Tunes web stores is an increasingly popular ways to view music videos. The final popular way that the public view music videos is through streaming sites such as Spotify.
