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Why Music Videos? What Is Their Purpose?: Section 1

Music videos serve several purposes: [1] To promote new music, artists, and albums; [2] To generate additional income streams for artists and labels through platforms like YouTube and Apple Music; [3] To expose fans to artists through various media like films and TV, potentially driving ticket/merchandise sales. The document provides guidance on discussing different types of music videos based on the producer: major labels, independent labels, and self-produced artists. It also outlines key points about the music video industry, strategies for monetization, and synergies with other media.

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634 views

Why Music Videos? What Is Their Purpose?: Section 1

Music videos serve several purposes: [1] To promote new music, artists, and albums; [2] To generate additional income streams for artists and labels through platforms like YouTube and Apple Music; [3] To expose fans to artists through various media like films and TV, potentially driving ticket/merchandise sales. The document provides guidance on discussing different types of music videos based on the producer: major labels, independent labels, and self-produced artists. It also outlines key points about the music video industry, strategies for monetization, and synergies with other media.

Uploaded by

api-394443105
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Why music videos? What is their purpose?

To prove your understanding of the music video industry including key players and strategies
employed by record labels. You will need to cut together a video that explains and discusses the
purposes of music videos using relevant examples extracted from the past and present.
You need to consider the following points:

• Promotional – promoting a specific music track, artist’s identity/image, album release


• Extension of income – can bring in additional money for the artist/record label
• Extension of outlets (music channel, direct DVD/CD sales, website, download)
• Synergy (films, TV programmes & product placement)
• Producers’ strategies (major label, independent label, self-produced artist)
Section 1:

• Explain that the main purpose of a music video release is to promote a specific music track,
artist’s identity/image, album release
• Provide various examples of music videos that have done a particularly effective job at
promoting a new song/artist e.g. Childish Gambino – This is America, Pharrell – Happy, PSY –
Gangnam Style
Think about: what songs have reached the UK Number One spot recently? Have their music
videos contributed to this success? INCLUDE THESE EXAMPLES/CASE STUDIES
Section 2:

• Explain how releasing music videos can generate more income for the artist/record label
with specific examples such as Vevo, Apple Music i.e. how do VEVO make money via YouTube
videos? How does Apple generate an income from music videos?
• Discuss how fans may go onto purchase concert tickets/merchandise/albums once they
have watched their favourite artist’s music videos
Think about: how in concert/as live styles of music video can persuade music fans to purchase a
concert ticket – is there a specific artist or band that have released a lot of in-
concert/performance based styled music videos on their YouTube channel?
Section 3:

• Explain the different places that we can watch/access music videos including platforms and
devices
• Which specific artists have risen to success partly because of their video presence on a
platform? E.g. Justin Bieber, Ed Sheeran
Think about:

• The rise of Vevo > https://www.youtube.com/watch?v=0GNvDzoxOCk


• Who are Vevo? https://www.youtube.com/watch?v=V3ct0UaMECU
Section 4:

• Explain what synergy in music videos is


• Provide specific examples of synergy in music videos – speculate why you think that artist
was selected for each example you provide
Think about:

• Include statistics of both the song’s chart position/how many singles it sold etc. AND the box
office success of the film that was featured in the music video – do they share similar target
audiences?
Section 5:

• Discuss and explain the difference between major label music videos and independent label
music videos including the names of record labels you have researched (Sony and Warp) and
reference to specific music video case studies they have produced
• Explain what a self-produced artist is and how they approach producing a music video e.g.
low budgets, only available on personal YouTube account/social media pages, the sole
purpose of increasing interest in their music rather than competing for commercial success
and market domination
Think about:

• How many views on average have major label music videos have in comparison to
independent label music videos?
• Provide an example of a self-produced music video and identify the key differences (you
could use a split screen technique in your video here to visually compare your chosen
examples)

If you follow all the above points and ensure you have included them in your video, you will be on
track to achieve a distinction. Your level of understanding is graded on the detail you provide in your
explanations and the relevance of your examples.

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