Assignment Brief 1: Task 1 - Understand The Purpose of Music Videos

Task One – Understand the purpose of music videos

There are many different purpose and opportunities that a music video may have. These are the following different purpose/opportunities:

• Promotional 
• availability of artists 
• extension of income
• extension of outlets (music channel, direct DVD and CD sales, website, download)
• synergy (films, TV programmes)
• the strategies producers' use (major label, independent artist, self produced)

Promotional:

Some music videos have an opportunity for promoting certain things. They decide to promote things because they believe that the music video/song is going to be big so they put a product in the video to increase the sales of that certain product. For example in the Miley Cyrus - We Can't Stop at the start there is a Beats Pill. The Beats Pill is there because there was a promotional opportunity. 

Availability of Artists:

In 1964 The Beatles starred in their first feature film A Hard Days Night, directed by Richard Lester. 
A year later in 1965 they then began making promotional clips for distribution and broadcast in other countries. 
They did so to enable them to promote their record releases without having to make a in - person apperance. It was only after the success of Queens Bohemian Rapsody that it became regular practice for record companies to produce promotional videos for artists' single releases.
 Top Of The Pops was very popular and they would make whoever was number 1 in the charts perform their song, the only problem was that Bohemian Rhapsody was at number 1 for 9 weeks and they couldn't always attend the perform their song. Because of this before promo videos became popular if the artist was unavailable they would have their music broadcast and accompanied rather than such as Pan's People.



Extension of income:

The extension of income promotes the artist/single/album and it also persuades audiences to buy the CD or buy the dowload. It is also important for the labels to extend the income because it raises the audience awareness or profile of the artist/ group, for example if the artist is on tour or doing a festival, more people would want to go see them because they are more aware of the artist and then this will increase the income. Also some artists may use product placement to get more income. They would do this buy placing one of their products in their video so when people see it they will be influenced to go out and buy the product because they would want to be more like the artist. An example of this is Christine Aguillera when she placed her perfume in the music video for Not Myself Toinght.

Extension of Outlets (music channel, direct DVD and CD sales, website, download):

Some music artists will use all different outlets to promote their music videos. They could use things like video channels, online music sites, stores to sell their CD's and they may also release a DVD with all of their music videos and song on. They would try and promote their music because by promoting their music videos they will get more money and they will also be able to have a bigger budget for when it comes round to making another music video. Some example of outlets are; Youtube, 4Music, Viva, MTV, and HMV. They would try to get as many outlets involved in the selling of their products because the more outlets they have the more money and the larger the profit is that they will earn. Below is an example of Will.i.am using Youtube to advertise his music video.

Synergy (films, TV programmes):

Synergy is when an artist makes a certain song and music video for films or TV programmes. They would be paid a lot to make a music video and song for films or music videos because they song will have to very popular to advertise the film/TV programme. Also when it comes round to the film/TV programme being released people will hear the song and then it will become very popular and because of this they sales of the song will increase and the artist will make more money than they would if it was just a normal song. An example of that is Take That - Rule The World, they made this song and music video for the film Stardust. Below is the song and music video for Rule The World.

The strategies producers' use (major label, independent artist, self produced):

There are three types of different producers that use different strategies, these producers are; Major Labels, Independent and Artist self-produced. 

Major Labels

The music industry is very much made up of four multi-national industries, these are;

• Universal
• Sony Music
• Warner Brothers
• EMI

These are know as the 'The Majors'. Most of these industries are backed up by smaller business, that are part of them, that have stakes in other industries e.g. Film, TV and Electronics.

Most of these 'majors' license, or own, of smaller different industries in order to branch out to other audiences that like different kind of genres. These include;

• Columbia
• Syco
• Island
• RCA
• Virgin

These companies are generally known as 'Major Independents'. 

The strategies that major labels use is VEVO. VEVO is a website to watch music videos which is operated by Universal Music Group, Google, Sony Music and Abu Dhabi Media. VEVO was launched back in 2009 on the 8th of December. The videos on VEVO are shared all across the web, Google and VEVO both share the revenue for advertising the videos. Three of the 'Big Four' Major Labels have their videos shown on VEVO: Universal, Sony Music Entertainment and EMI Records. Warner Music Group was initially going to be showing their content on the service, but  then they decided against in and formed a rival alliance with MTV Networks.

Independent

There is a very large number of small companies a small or no connection of finances with 'Major Labels'. Smaller companies usually focus on a small number of acts, within specialised groups in the industry, such as; Hip Hop, Rap, Electronica and Dance. These small companies are called 'Independents'. An example of a very successful independent is 'Warp Records'. It is often known that popular 'Independents' are bought by 'Major Labels' and they then become a 'Major Independent'. 

Independent or 'Indie' producers often view their work as a piece of art and not just as a way to advertise their music industry. These types of producers are very popular with some mainstream artists.

Chris Cunningham made is directorial debut with the music video for 'Come To Daddy' with Aphex Twin back in 1997. The music video was praised, banned and was spoken about by many people within the music industry.

Artists Self-produced

Artists self-produced are often the people with small budgets and are unknown artists. Making your own music videos and using YouTube could do great things for and self-produced artist. 
An example of a self-produced artist that became big is Justin Bieber. Justin Bieber was discovered in 2008 by an American talent manager named Scooter Braun. Braun came across Biebers videos of him singing on YouTube and decided to sign him became his manager.

Emil Nava began as a runner for film production companies. He worked for Blink Productions. But he now freelances for OB Management. After working as a runner Nava graduated to Assistant Director (A.D.) where he would be allowed to manage the video shoots. Nava later signed with Academy, who are the biggest music video production company. After he then worked for Between The Eyes but he now mainly works for Pulse.
At his busiest Nave made 24 music videos in one year. When he began shooting videos his budget was very small as low as £5,000 to £10,000. The most expensive music video he has made so far is one for Jessie J where his budget was £160,000.
Nava has made videos for some big names these include Ed Sheeran, Jessie J, Rita Ora and Poloma Faith. Below is an example of his work for Ed Sheeran - You Need Me.