Purposes of music videos - Music videos are mainly considered to just be an accompanying piece of material that is produced to go along with the release of a brand new song. However, they do have their own purposes that have a large impact in many different areas. This is due to the fact that overall music videos can be used in many different ways to be an extension of the benefits which they can bring. At this point they have become a central part of the marketing process which is why they are so heavily utilised by the majority of artists. Promotional- Mainly, a music video is used by studios and record companies in order to assist the songs popularity and cause a reaction so the public and the intended target audience will remember the song. By having a visual representation of a song, it can help an audience more comprehensively understand the song and therefor they could possibly be more likely to remember it as a result. It needs to be entertaining in order for it to be memorable, which may, further down the line, lead to further CD,DVD or download sales; ergo it is a form of promotion for the band. On the off chance a music video goes viral, or is just seen globally, it can help to get an artist or band’s name into the scene, essentially boosting their career should they be unknown to mainstream media. Music videos can also represent an artist's persona. It does this by attaching the song to certain real life experiences or events that might've actually happened in the artist's life. The fact that this is recognised by the record companies which is why so many music videos are produced of many different styles and motifs. Extension of income - Music videos can help to boost the popularity of a song, album or artist long after the initial release and can even help to increase a record company's net worth and share price creating an extension of income. A record label or artist may wait for the songs hype to die down over a song or album and then release the music video in order to revitalise people's interest for the song, and potentially even strike a sense of nostalgia as the time that the song came out can vary. Music videos might be played or remembered for years on end, meaning certain artists are more significant than others. For example the world famous Gangnam style: to date it has increased the share price of that record company by over 568% (meaning they have increased over 5 and half times the original amount) which is one of the biggest extensions of income to date. Extension of outlets - Because Music videos are a visual form, they can be released on a number of different platforms in various places. previously, music videos would have been released on TV on music video specific shows as well as music video channels, such as MTV. Labels will work with these channels to ensure that their videos get distributed, they will pay for TV spots so that their videos are shown a certain amount of times at certain times of the day. Now that we live an online world this can be extended to online sources such as YouTube (probably the best option for releasing music videos) but also on news platforms and online magazines. If a music video becomes an online trend then this can utilised heavily for promotion. As well as this, the audiences can search for whatever music video they want to watch. Controversy also helps to create a lot of media hype because more people will talk about the video, including different news outlets as well as many members of the public on social media. For example, the video “Elastic Heart” by Sia is extremely controversial because of the feelings that it gives: The video features a grown man, Shia LeBeouf, and a young girl, Maddie Ziegler, dancing borderline inappropriately. Synergy - Synergy is where different media outlets will work together in order to produce cross platform promotion of different products. For example an artist could produce a music video that features scenes from a popular film in return for the song featuring in the film itself. This has happened recently with the latest Fast and Furious film, featuring Charlie Puth's 'See you again' with the music video showing scenes from the film. Another example is Imagine Dragon's 'Sucker for pain' which was written for the 2016 film 'Suicide Squad'. Essentially both the film and the songs are being promoted by the other; the film in the video and the song in the film. This can help to cement and create ideas about an artist or a band. Product placement is also a great example of synergy with record labels promoting brands within their videos (it is also an efficient way to generate income). Major record labels heavily utilise product placement. Product placement will promote the brands but at the same time people might associate brands with what they have seen within a music video.
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Women are on camera only 32% of the time in evening broadcast news, and write 37% of print stories news stories. Between 2013 and 2014, female bylines and other credits increased just a little more than 1%. At the New York Times, more than 67% of bylines are male. Men also dominate science coverage (63%), world politics coverage (64%) and criminal justice news (67%). Women have lost traction in sports journalism, with only 10% of sports coverage produced by women whereas in previous years it was 17%. Education and lifestyle coverage were the only topics that showed an equal amount of male to female writers.
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