Unit 29: Music Video Production - draft 3

Task 1 - Purposes of Music Videos - draft 3

Music videos first came around way back when the Beatles started doing lots of performances around in different countries. they became so famous and so busy they didn't have time to perform everywhere they wanted to so they got someone to film there performance and play it on TV, so this is really where music videos originated from. although they originated from the Beatles they didn't take of until the early 80’s when MTV was also created. This was when music videos really became quite popular and any video that was played on MTV was likely to become a hit number, the first video ever broadcast was “video killed the radio star” which ended up being a number one. 

A music video began as a short promotional clip for bands and artists, However they developed into music videos that are around 3 minutes on average. Video/clips that accompany a complete piece of music, most commonly a song. Modern music videos were made primarily and used as a marketing device intended to promote the sale of music recordings. An early example of a music video was made by St Louis Blues in 1929. Bessie Smith, blues singer appeared in a two-reel short film called St Louis Blues in 1940, Walt Disney released fantasia, this was an animated film that features famous pieces of music. The earliest music videos were filmed in the mid 1950’s, however before then as early as 1920’s. Films and animators such as Oscar Fischinger were accompanied by music scored, labelled visual music.

Music video promotion can be put into many different categories, such as billboard, Tv, radio, newspapers, internet etc… Video is a major tool for artists and labels to promote a single in order to help sell the album. A video is a live performance that connects the fans with the artists. 

http://virool.com/?google-cpc-promoting-your-music&gclid=Cl12roXmwblCFYYTfAodwBAAEQ

The link above is a website that shows all the different genre types and how it can help advertise your music. Internet is the most popular form of promoting, simply because it brings in such a huge audience. Advertising on TV is another efficient and effective way of promoting a music video. A well known music TV channel is MTV. MTV stands for music television link to their website. MTV mostly shows hip-hop R&B and many other different genres of music, for example Eminem. He is a famous rapper who is a very well known artists, he has been rapping for years. You can check his website out http://www.eminem.com/ this website shows a variety from his sings, to video to his online shop.

There are lots of different purposes of doing a music video some that benefit the artist and some that benefit the record label the artist is signed with. For example if you are signed with Sony music, or Universal which are major music labels then they have more control over what you do in your music video because they have more money to offer to fund and promote the video.  Although if you are with a major label it is often the case that artists have much less control over how you want yourself to be portrayed. A lot of the time boy bands are portrayed the way the record labels want them to be, so they have less creative choice. Where as the advantage of going with an independent label like bad sekta is that the artist can have more control over what the viewers see and what he or she wants to put in his video. Although there are some disadvantages of being on an independent record label. You don't get as much support or much money so it is harder to advertise your music or your identity, as well as struggling to build a fan base and image. The majority of people who are trying to make it as singers or artists are self published. This just means you promote yourself you don't receive any help or money from anyone it is you who has to get your music and identity heard. This can be good because you are free to do what you want and you can portray yourself how you want to be portrayed. It can be tough because it might be hard to get noticed. The reason for this is because there is less exposure from different media outlets.

synergy is a popular practice in a media industry and refers to media products being combined for promotion. It is a combination of different media products working together to create a cross media promotional campaign. some singers and artists would produce a video so that it is in sync with the beat and movement of their song where as other artists would rather focus it around themselves and their background , be slightly more creative.some artists might decide that they want to advertise a film and incorporate it into their video so it would be the film as a video with the the artists singing over the top. An example of when this process has been done would be Christina Peri’s song a thousand years where she includes different sections of twilight into her music video. http://www.youtube.com/watch?v=rtOvBOTyX00 this specific video became very successful and their are lots of reasons for this. The twilight video being included with her song works very well as the song is sad and so is the storyline for twilight. so it would of had a unique selling point because she has incorporated a very popular film into her video, this would of attracted more and more of a target audience who wouldn't normally take the time to listen to her music. The contents of the video consists of different sections of the twilight movie with camera shots going back to Christina peri the artist. She has done this to advertise herself as an artists as well as using twilight as a unique method and selling point. The artists Christina Peri is currently signed with a major label atlantic records. The production company that did a collaboration were 

Summit Entertainment, Temple Hill Entertainment, Sunswept

Also another example is will smith and Justin Bieber who do a song to go with the film karate kid, http://www.youtube.com/watch?v=_Z5-P9v3F8w

synergy is a very good technique to use, it gives more exposure across media outlets and reaches consumers through a range of outlets.

The main reason artists put videos with their songs is so it promotes the song and expands the fan base. The reason for this is because their song might get recognised on the radio but to get it noticed more they would put a video with it so it can be played on music channels on TV.

It is important that artists have an image so it is unique and individual so you are drawn to watch a the music video that gets created. This urges the fans to go to their concerts because they have an image that the audience likes so this produces lots of income for the artist and record label. Or even if you are an independent artist. In the music industry there are three main major labels that are very well known in the media industry especially. These three major labels are ....

each of these labels have huge recognition within the music industry. As an artist you know you are popular if you have been signed on one of these labels. The thing with music labels is depending on what label you are signed with also decides how much of a budget will be spent on a music video for the artist. Producers have different strategies on spending when it comes to a new artist, for example if an artists is fined with sony music they know that money will not be an issue when a music video is being created for them. However, if you are signed with a small label like silvertip films you know budget is going to be an issue. This will result in that label using a lower budget. This is not necessarily a bad thing, I previously said that if you are on a lower level label you are allowed more creativity and control which is what some artists want. Being signed onto a music label means they are able to dictate what happens to the creativity in the video. For the majority of artists later on in there career once they have received recognition and consumers have a good idea of there profile they don't worry about that so much, but for new artists coming into the industry they are obviously going to want to set a profile for themselves to be known by.

http://www.columbia.co.uk/just_signed/rita_ora/

Rita ora has just recently been signed to columbia records she is a prime example of an artist. She is all about her image, she promotes herself through her image. she has an official website where she constantly puts updates of what she's doing and what songs she's recording or released. It has a gallery and shows numerous videos on it. this is how she promotes herself.http://www.ritaora.com/uk/news Not only does Rita Ora promote her image through her website she also has an Instagram account where she is constantly uploading images of herself in the newest trend.

This is a list of a collection of captured images from links on rita ora's website

On all of the different links you can click on she has some form of promotion for her music videos and albums. She represents her image on all of the pages by using herself as the background wearing different clothing portraying a different image each time. there are a lot of twitter and facebook links this shows that she shows herself through a modern way of promoting.

Artists get their income lots of different ways, for example when people download songs iTunes, or the use of streaming through spottily when consumers pay a monthly fee to gain access to songs available on spotify. When music channels play the videos,the selling of albums, artists get royalties which is basically a percentage of everything that is sold like concert tickets merchandising, and even when their songs are played on music channels. Currently the majority of an artists income will come from live conerts and playing at festivals that take place, recently the popularity of attending a concert or a festival has risen which will result in that being the main source of income for an artist. Not only do artist's have the opportunity to receive money from live concerts they also have the chance to receive large amounts of income from private live shows that may include a meet and greet. Consumers will pay big sums of money to see a popular artists play in a small live concert as well as being offered the chance to meet them. 

A small live concert when consumers can get closer to the artist.

Lovebox festival is a smaller festival where popular artists and independent ones who are trying to make it into the industry will play.

Reading festival which normally has two very famous artists and also up and coming artists.

This is the summertime ball concert which takes place in the o2 arena. It is the most popular concert out there and always fully sells out on tickets. If an artists plays in this arena they are extremely favoured by an audience.

If an artists is extremely popular in the industry then there is going to be a high demand for that individual artists to attend interviews or chat shows. This is not only a source of income for that artist but is also a great way for them to promote themselves in a way that they want to be promoted. Interviews are done on a more personal level, this means the artists can express themselves in a way they want to. If an artist is in high demand they will also start to receive offers of sponsorship. Sponsorship is when a business/company will pay or provide assets and equipment to an individual or a team  for a place in advertisement. For example David Beckham who is a leading football celebrity has gained over 20 million from various different sources of sponsorship. 

David Beckham gillette sponsorship.

David Beckham Sponsorship.

David Beckham adidas sponsorship.

Cheryl Cole is another prime example of celebrity sponsorship. She managed to secure herself a sponsorship deal with loreal with brought in a large amount of income for her. 

There are many different media outlets where you could view whatever you want to see, like music videos or content relating to artists or bands. some of the most popular ones are youtube especially for self made artists as they rely on this to get there music out there and newspapers. With media outlets you can either reach out to a large target audience with mass communication or a very small target audience with a handful of people. some advantages of having media outlet is that a lot of artists can have there own websites full of information on them. This is good if your wanting to know about the artists. Some of the media that music videos are shown in is TV, internet, DVD’s and concerts. The most commonly used one is the internet as its easy access all round the world.

The most common way the public consume music is through music downloads. Some people still buy cd’s but downloading music from iTunes or other sources is the most popular method of music consumption. there are other options like radio music from the TV and so on.