[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.
FILMS
There are quite a lot of films that are featured in music
videos in recent times and they draw an audience in because the fans of the
actors/actresses in the movie, the fans of the story of the movie, and the fans
of the artist singing the song are generally all interested which makes it
spread round and everyone is aware of it.
"Happy" is a single by Pharrell Williams that was
used in the film 'Despicable Me 2'. There are various references to the film
included in this music video including a dancing minion, and actors including
Steve Carrell and Miranda Cosgrove who were in the film.
[1]When I started thinking about that I thought
that around half of the videos for the most popular songs include product
placement. The only way to get the exact number was actually watching them. In
the second part of January I started with the task and finished it some 10 days
later.
In my count 39 music videos from Billboard Top 100 list have
some sort of product placement. My initial was just to count the number of
videos however I also wrote down brands that I noticed in videos. Without any
in-depth analysis I can say that the ‘winner’ in product placement was Beats,
at least when you look at Billboard’s Top 100 list. Beats’ products appeared in
18 videos – Beats Pill speakers, Beats by Dre headphones and Beats Music iPhone
app. Well done Beats.
[1]Become
a YouTube Partner. The simplest and most common way to make money through
YouTube involves partnering directly with YouTube and effectively splitting the
money that is made off of ads. This includes both the ads that play during and
before your videos, as well as the banner ads that are shown to the right of
your video on YouTube.com
[2]Sign
up your own sponsors. There is, of course, another way to make money off of
YouTube: cut out the middle man and sign up your own sponsors. If you’re able
to build a substantial audience, you’ll have the ability to sign up sponsors
for your programming who want to advertise their products and services to your
target audience.
[3]This
new music service agreement covers my Content ID account and it includes
mandatory participation in Youtube’s new subscription streaming service, called
Music Key, along with all that participation entails. Here are some of the
terms I have problems with:
1) All of my catalog must be included in both the free and
premium music service. Even if I don’t deliver all my music, because I’m a
music partner, anything that a 3rd party uploads with my info in the
description will be automatically included in the music service too.
2) All songs will be set to “montetize”, meaning there will
be ads on them.
3) I will be required to release new music on Youtube at the
same time I release it anywhere else. So no more releasing to my core fans
first on Bandcamp and then on iTunes.
4) All my catalog must be uploaded at high resolution,
according to Google’s standard which is currently 320 kbps.
There are rules YouTube expect artist to stick to in order
their no copy right.
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 diverseto who they actual are just tocreate 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.
Bessie Smith
– St. Louis Blues was the first music video to been made in 1932, it was also
innovation because they use single camera and it was a long shot at the beginning (0:02-0.55) where you can see
the band live in a resurrant, it also had lip synicing and shows the artist
appearing in some stages in the music video. Also it was innovation because
base on a short film called ‘Two-Reel’
staring herself and, was base on her song called ‘St. Louis Blue’ which was really
popular at that time. Bessie Smith – St. Louis Blues use shots such as, long
shots and mid- close up. This music was known as the jazz. Later on it was then
realse on youtube so everyone can watch it.
Bessie Smith – St. Louis Blues was recongise
as a music video due to that it was base on a film and it has lyrics and lip
synicing but no dialog also there is live band playing in the music video.
Since it was first video that had lip synicing it was visuable memorable to the
audience. It shows hermonies of audience joining in at time (0:25-0:27). You
can also tell this was the music video because it has a narrative behind which
is a women at the bar/resurrant sining about a break up which you exspect to
see that in a music video. This music video would not have cost that much since
there is one location which is a resurant and not that many talent in the music
video.
During that
time the people start watching films and watching music video since music video
were moticable. Also technology was slowly developing such as, Bessie Smith –
St. Louis Blues music video shown in some camera shot such long shot and mid-
shots.
Batcat was
band that recorded instruments such electric guitars - jetpack 1932 was
innovation because it was the first video ever made where television was
invented in the 1925. Also the video was famous for their experiment with
electromagnetism. Also the batcat-jetpack music video was animation and was
first aircraft. This was recorded produced by gramophone.
[1]Jetpack composes, records, and
performs the guitar dominated instrumental music known as surf or surf rock,
that was a music industry phenomenon of the early 1960s. Although it had
retained a following, especially in Southern California, surf experienced a
world-wide revival in the 1990s. This means that they perform live as was also
known surf rock. In that time surf rock was quite popular. In the music video
you see you see footage from out of space but however the band which was shown
few time throughout the music video.
This is
recognisable as a music video because it was relatable to a genre which is surf
rock even though there was no lip syncing there was story behind it which is
space and aircrafts. It shows footage of different shots relating to the music
also the music video has effects and uses close ups. It shows that it is a
music video has no dialog and shows animation and music stick over it. During
the video at 2:15 it has some text which is advertising space making young ages
see this and what to experience it.There were
various changes happen during this period of time for example in the 1932 they
were more music video being made. Also lip synicing is being is being more
occurred and live performces are being as a music video. However, music we
develop over time as we go down the 1930-1960s music videos were in colour.
Marilyn
Monroe - Diamonds are a girl's best friend was short filmand was the first
music video that was shown in colour and shows the inforce of independent women
speaking out. This is innovation because show for the first time transition on
the screen for example, it shows two screen of the music video such as, one
screen show close up of Marilyn Monroe
and second screen shows long shot of Marilyn Monroe performance. Through out
the music video it was live performance just the camera focusing on the her.
Whilst watching this it also shows that Marilyn
Monroe was focusing on her image for the first time in music as we did not see Bessie
Smith – St. Louis Blues. Bessie Smith – St. Louis Blues was more focusing on
her music then her image.
Marilyn
Monroe - Diamonds are a girl's best friend was reconginse as the music video by it was live perfomace
also it use some camera shots such as, close ups. It was also sample out of a
film. You can also tell that it is a music video it has cherography to the
song. Music videos have been around for as long as the 1930s they
are specifically used to describe or depict a narrative of story essentially a
short film which advertises the music itself. Firstly starting off with 1930s
music change'd featuring different music videos for songs.
As I was researching songs from the 1960s the
track Nancy Sinatra called these boots are made for walking this title was
released in the late 1960s this song was released 1966 and it was one of the
first music videos to actually feature colour. There are many ways this video is
different, it uses sexualization a lot more as it focuses on the their legs and
all the other women in the background. This also has a very good dance and
rhythm to the video. This is one of the first music videos to actually spark an
era of female sexualised themes.
It has a very interesting video as it is set in a studio
with just a group of girls dancing but follows a genre specific theme It uses
Mise en scene to its effect and it also uses a wide range of dance themes and
expressions. This dance sequence is known as a Choreography which really
translates to a dance sequence that draws in the viewer in fact Choreography is
probably one of the most effective uses in music videos as it allows the artist
to get publicly noticed due to the dance.
Mise En Scene is not
recognized on the set but the costume design for the girls is very sexualized
in other words Voyeurism. Voyeurism is how people are sexually themed and
presented in front of the audience.
One huge costume design in this is the boots, the boots are
the main theme of this music video this is what made it successful in the first
place. they use this to give off a not only sexy but a cool vibe which gives
the audience something to enjoy as they view the music video.
Music videos was created in the around 1975 which was
produces in black and white and was usually perform live.Throughout the 84
years music videos has improve and artistes has continuously improve their
image and brand, by this improving their fan base and wider audience. Through
music videos the artist can express the emotion and can tell their story
through the lyrics. There are three category that an artist will fit into base on their image and target audience. such as Major artist, Indie artist and Self-Produce.
Major Artist
Whilst doing my research I found out that is creating an image, and knowing the style and the convention is most important thing when it comes to music
video. As I was doing my research I have discovered an artist that is well
known in the industry is Beyoncé. Beyoncé is one of most successful powerful
women in music industry as you can see how her image has develop over the
years.
For example, Beyoncé was first discovered in a girl band group in 1990
called Density Child which the most successful girl group in at the time. Which
hit number 1 on the billboard such as, Independent Women Part I and Survivor
[Germany Bonus Tracks] December 23, 2000. As time went on Beyoncé launch her
career as a solo artist in 2003 with her first song dangerously in love and
later down her career she done a music video called Crazy In Love. Since now she is making music videos that her fans
love and has enormous audience over the year with 11,381,165 subscribers on YouTube and 91.4m followers on Instagram. Due to this, we see Beyoncé grow
and develop over the year not just with her image but with her personality.
for example, Beyonce 'Crazy in Love' was first music video of in this music she is betraying an image that she is confident for example, the way she walks and fierce and sexualise as she dancing very seductive in front to the camera, also the camera focus on her. Beyonce image shows that she sense of style versatile such as she wearing 3 different clothing throughout the music video. Crazy In Love music video budget most have been cost between '$30,000 which quit expensive back in the day but now in this period more artists are making more music videos in order to stay relevant and to create an image for themselves. For example Beyonce music video-'Hold Up' will cost more as the prices for doing a music video is more expensive. However there is no product placement.
In conclusion major artist have a higher budget and have a wider fan base whereas indie artist only have specific group of fans such as an indie artist fan base might people that like Hip-Hop. Also major artist may have less control over image. This means that the major artist does not have much say in their image they just to put up with it in order for the artist's music video to go viral and create an interesting image such as, Miley Cyrus. The benefit of major artist is more opportunity in music industry for example working with other artist, another benefit is better work force, for example a better team, better promotion. However, the drawbacks of a major artist is that the artist might not have more support from the manger due to they might have other artists to handle, and the artist can be left behind, another major drawback is that the artist can get dropped from their label at any stages of their career.
Indie Artist
Another category that i find out is indie artist. As i was doing my research I came across
Steve Adey which is an English musician and song writer. His music usually slow
tempo using instruments such as, piano and also release two Eps and singles. As
I was doing more research I found an official page on him which is really
creative. By this it shows that he is really creative person such as, on his
website he is really interesting in films, the press and music, which shows he
is an all-round artist. He was known for the album ‘All Things Real’ and one of
single is [1]The
Tower Of Silence, a meticulously crafted, sparse and funereally paced
soundscape on which every note seems to have to earn its place. Which was very successful
for fan base.
for example Steve Adey- Laughing is an animation is short film telling a narrative.There sign as the artist. As is very different from the major artist due to the budget is spend on this video it is cheaper compared Beyonce 'Crazy in Love' even though major and indie records are quite similar. he used animation music video to make it stand out from videos at the time but the viewer as not much as major artist. There is no product placement however Steve Adey synergy is from ablums he made from his album. As an indie artist they would made money from YouTube for example, the artist would get $2x per views then 10% of the money, for instance Steve Adey- Laughting 106 views so he would not make a lot of money compare to an a major artist.
In conclusion Indie artist only specialist in specific genre and specific taste of music that people enjoyed. Indie artist have has low budget such as $250,000 whereas major artist can afford a higher budget. Indie artist mostly are not feature in their music and usually have a narrative. The benefit of becoming an Indie artist is you have more input and more into production work of their music video they also have little control in decision making. However, the drawbacks of an Indie artist that have less budget which lead to less quality work also this means it harder to promote themselves,. this means it harder to create image for the artist that everyone knows.
Self- Produce
Self Produce artist is an artist going mainstream and is not signed to label and base their popularity on distribution channel such YouTube. for example an self produce artist is Tone Stith he started as self produce artist and later on was sign to YEMG which is small music company, the song 'Ohh Ahh (Thru the door) was produce by himself and music video is of him and very unique which loads of editing techniques .
In conclusion self produce artist heavily depends on the social media networking, for example they will use social media to promote their music video more such as, Twitter, Facebook and Instagram. Also self produce artist do all of the production work by themselves. The benefit of self produce artist is that more control over their work and more input in their work. For example, their music style can be different reflecting on the artist. However, the drawbacks is small budget for a music video and have less experience in the music video and less promotion being made.
What was
innovation/ important about this music video
Batcat was
band that recorded instruments such electric guitars - jetpack 1932 was
innovation because it was the first video ever made where television was
invented in the 1925. Also the video was famous for their experiment with
electromagnetism. Also the batcat-jetpack music video was animation and was
first aircraft. This was recorded produced by gramophone.
[1]Jetpack composes, records, and
performs the guitar dominated instrumental music known as surf or surf rock,
that was a music industry phenomenon of the early 1960s. Although it had
retained a following, especially in Southern California, surf experienced a
world-wide revival in the 1990s. This means that they perform live as was also
known surf rock. In that time surf rock was quite popular. In the music video
you see you see footage from out of space but however the band which was shown
few time throughout the music video.
How is this
recognisable as a music video?
This is
recognisable as a music video because it was relatable to a genre which is surf
rock even though there was no lip syncing there was story behind it which is
space and aircrafts. It shows footage of different shots relating to the music
also the music video has effects and uses close ups. It shows that it is a
music video has no dialog and shows animation and music stick over it. During
the video at 2:15 it has some text which is advertising space making young ages
see this and what to experience it.
What
technological or cultural change happened during this time?
There were
various changes happen during this period of time for example in the 1932 they
were more music video being made. Also lip synicing is being is being more occurred
and live performces are being as a music video. However, music we develop over
time as we go down the 1930-1960s music videos were in colour.
