TASK 1C- Purpose of Music Video- make correction to it- needs doing

The purpose of a music video is to sell a fake image to the audience in order for the audience to like them. As time goes on artists will change their image to stay relevant in the Music Industry as more people minds keep on changing over time. One major artist's image has change these past few years is Miley Cyrus as she her image has change massively through her music video as she was betrayed as an  innocent  artist and now she is betrayed as more wild and sexually artist. By this people want to see more of her through her music video. Here are the different followings on why artists are making music video.

- To Sell the Song 

The purpose of a music video is to promote, market them-self and sell the song to the audience by this the audience would get an idea what kind of artist they are. Also the purpose of a music video is to build an image artist.  Each artist whether the are major, indie or self produce artist will have music video for their song,  by this if the artist  has more views on a music video the audience are likely to promote it. One way an artist would sell the song through a music video is monetize this means selling the artist song through distributions such as, social media e.g  website I Tunes, YouTube or music channel. An example of this is self produce artist called Romzy which is upcoming artist and one way he sell his songs through doing music videos on YouTube and SoundCloud. This is because the artist does not have a wide fan base compared to well known artist. For example, Chris Brown has a wider song base and it is easier for him to promote and sell his song via social media such as, Instagram, Youtube and his official website.

-Promotional for the Artist

The purpose of a music video is promotional for a artist is to sell the song and put a twist on the music video so you get an reaction out of the audience so they can remember the song, that way the audience would keep watching it. By doing this the audience would watch more and it shows the artist is talent therefore more people would be entertained. By having a good  music video then other people will promote and marketing it for better exposure and growth of the artist. therefore, more people like that artist

This is often done by giving the artist much views as possible using different techniques or making the video entertaining in order to get the public talking about this new artist, but in order to do this the music has to stand out more than the actual song. An example of this Silento- Watch Me which had 1,050,584,917 views on You Tube due to the music video. Before the music was release this song was a famous dance that fans was doing all over social media to promote the song more.

-Exposure and Expansion of the Artist   

Exposure for any new or current artist it is hugely important when it comes to music videos because it shows the audience the artist's image  and creates a false image for artist.  Image is very important in music videos because if the audience knows your song but do not known who you look like and see the first music video the audience would judge the artist  base on their image. By your image being interesting and it comes across in their music video being abstract then audience will talk about cause to expand and popularity of the artist and going viral.

Music video can be used on widely seen outlets such as promotion or marketing to reach potentially millions of viewers such as 'Gangnam style' with 94,808,127 viewers whic was not only from the song this is because of music and visual. One of the reason why Gangnam style' had that many views is because of choreography and mood and pace of the song.  Therefore, if  the song is not that good the music video has to entertaining to watch. However  bad music video can also lead to go viral. Compare to unsigned artist it would be harder to get their image out there and harder to promote the artist's brand. This means that an unsigned will have to work harder for their music video to be creative and have meaning behind it in order to attract more viewers.




-To give the audience a better understanding of the song. 

In a music video most of the songs will have meaning, and music video  are used to develop the meaning behind the song. In some cases artist will  used their personal struggle  to give the audience an idea  of the song from a visual perspective.  For example, as you know Beyonce lemonade album she gives an inside of her lives and one song 'Sorry' got the fans going crazy as the song has meaning behind such as, her husband cheating on her, which is designed to make her fan base talk about it, which create word of mouth that leads to more viewers and promotion. the music video 'Sorry' by Beyonce she express her feeling towards her husband Jay- z which also known as one the biggest artist in music industries, so by this people want to her gossip and it went viral as the artist got 115,876,340 views on YouTube.

The benefits of this is that the audience can relate to them and therefore they can relate song more. The drawbacks is that audience might not have understanding of song and finds it confusing. Also Beyonce is one most famous artist in music industries and you would not expect her to open up about her life and because of this  the fans was shock and by the music video lead to promotion of the song base on the audience reaction. 

-To sell the song, invoke a reaction from the audience  
 
Some music videos are designed mainly for their this purpose to get a reaction out of the audience watching and often happen to major artist .  All artists go through a stage in their career where they have to change their image to keep up with time area where fashion and music keep on changing. For example, artists will be force to change their to another characters that is totally diverse to who they actual are just to create a fake image and keep relevant to the music industry. One example that illustrates an artist has to change their whole image is  Miley Cyrus, as she grew up as  an innocent girl on Disney Channel playing role of Hanna Montana and later in her life her image has change complete to wild, and more sexual. By fans were very shock at this transformation to Hanna Montana to wild Miley Cyrus as the first song that we see her image change complete is Miley Cyrus- We Can't Stop. In this video it different from previous video as Miley was dancing sexually at time 1.09- 1.10 as she was dancing sexually in the bath tub and later on at time 3:06-3:07 as she dancing inappropriate on girl. By this audience was shock as they never seen this side of Miley before and it was new for audience, and by people will watch it as her image was more grown up and wild. Which had 736,722,058 views.  Later on Miley put out a music video - Wreacking Ball that got fans going crazy as she is swing on a ball naked at time 1.14- 1.23 and at time 3.03-3.05.  By this doing this she asking for a reaction from her fan. As fan was shock and surprise also by swing on a ball naked presenting her as a sexual object  her audience would talk and it went viral, as it got 861,490.961 views.

-Product Placement   

Product Placement is used in almost all entertainment outlets as a way to increase revenue. It is especially popular in music videos to promote companies and related product such as, Beats headphone by Dre artist will wear the headphones in the music video  to promote the product. Another example, is alcohol bottles artist such as, DJ Khaled and Drake have product placement. By artists have companies product in their music video the company will pay the artist a certain amount of money in order for the artist to display the product in the music. For example, the music video DJ Khaled- Nas Album Dome use a lot of product placement such as, DJ Khaled own cigarette product brand at time 3.56-3.57 and at time 6.18-6.20 as the women was smoking his brand and putting this in his own video it shows the promoting his brand as he knows that people would watch his music video as he got 11,336,085 views on YouTube. another product placement he had in his music video alcohol bottle brand such as Hennessy at time 6.31-6.35 and later at time 6.56-7.38 as the producer is having an conversation with a friend while the bottle was displayed.    

The benefit of having product placement in artist video is that you are promoting their brand and shows that you are a loyal customer and get free product. Another advantages they will pay a certain amount of money. However the drawback are if the music video is  shown on TV music channel such as, AKA, Flavor they would  blur out the product for protection purpose. By this audience would not known what the product is called.


-Promotion for Music and Album

Promotion of an artist music or album is hugely important for the success of that product, so the music video is popular therefore it would sell. mostly artist would promote them self especially self produce artist due to the artist is not that known. An artist will promote their album on I Tunes or on Spotify were  the audience can download the artist's album for example, Beyonce Lemonade album. This is one of the most important step when it comes to a music video because the only way you get views is by promoting the artist image, the songs and give the audience a taste of what the album is going to be about. Another example of music video promotion of film is Chris Brown album- Royalty as all his music video is a short film about his life such as, his relationship  and his daughter. In each music video he explain what action he made and how it lead on to next step in his life. for example, the music video- Anyways tells going through ups and down with his partner at the beginning at time 0.00- 0.18 as intro is set in filmic way as girl is arguing with her boyfriend. throughout the music video she get hurts and recently got with him then break up with him again in another video called Picture Me Rollin at time 0.00-0.29.  The benefit of this that the artist and film is getting more attention, therefore more views and word of mouth takes place.


-Promotion of film

Often artist will write songs that are specially for a film, the music videos for these song then often feature a role or use backdrop or set that tone of a music video. Some music Video usually like a short film. For example, Micheal Jackson 'Thriller' music video was a short film. By doing this he promoting thriller movies. This is done in order to promote the film in the music video and make more known in the film industries. Another way a music video can promote their music and album is  through film. This is when an artist putting their song in a movie, for example Kehlani- Gangsta by having the artist it will attract views to watch the movie and to listen to the song more and watch the music video as it got 119,391,061 views on the music due to the film by this it gives on whats going to be on the album.

One benefit of this is that a movie can promote your song as lots people  who would go to watch it for example, the film  Suicide Squad that featured some artists songs, such as, Lil Wayne, Wiz Khalfa and Kehlani which their songs was featured in the movie. By this the movie can make the song very popular. However the Drawbacks are that the audience can interrupter the meaning wrong base on the actual film. 




-Promote Festivals  

Music videos often used to promote other music related product. Artist promote themselves through festivals and shows so they can receive more revenue. Especially major artist will book themselves into shows to make themselves more known. For example, Artist like Drake, Nicki Minaj, Rihanna and Chris Brown would before at festivals to promote their songs. By this more publicity for festivals e.g Capital Xtra have a festival to promote artist. For example, Veld Music Festival The After Movie 2015 (Official Video) it promotes festival coming up. in the music video u see people getting ready for the festival and having a good time as different DJs come on and pay their songs. By this audience are watching and want to go.



-Opens up new market     
music video open up new markets for the artist and Record Companies  to sell their songs by putting their songs in movies. This increase in outlets such as Social Media, increase the amount of people who are likely to her/ see the song and buy it,therefore making it more successful. An example of a video that opened up an new market is Chris Brown he was artist then went into films such as, 'This Christmas'.'  Another music video that open new market is the music video Where's The Love by The Black Eye Peas. which they have their own website and campaign for families that are struggling as the music video is promoting. by this the trying send out a message that is so powerful and touches the audience heart as it got 57,553,010 views on YouTube.

 

-Generates new market for Record Company 

Record Companies such as, major and indie artist will used music videos as extension of income for the song. they do this by making the videos as widely accessible as possible on as many different outlets as possible in order to promote themselves by getting more views and subscribers. An example of this.....

-Synergy  

[1] Synergy is where two or more forms of media combine to make a promotional video. Many songs are featured in certain films but a lot of music videos contain scenes from a film because it was featured in the original film.' Generally recorded label will use this approach due to their connection with other artist for example, Chris Brown and Fabulous- 'She Wildlin' which a scene from House Party the film. BY this audience see the film and wants to watch the music video to see if has the sense of fun. 



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