Assignment 1 Notes:
The Purpose of Music Videos
History of Music Videos'
Used as marketing devices in order to promote the music recordings, these may also be known as calls 'promos'. The earliest music videos were filmed in the 1950s. in 1956 Tony Bennet was first filmed walking along the Serpentine in Hyde Park.
- 1960s - The Beatles first major motion picture called "A hard Days Night", in 1964 arguably set out the basic vocabulary of the visuals in todays music videos.
-1970s, this was the introduction of the top of the pop, this was a TV of the charts and the music, this was a competition of bands and record labels.
- Famous music video as an early example was 'Queen;s Bohemian Rhapsody', this was a influence for others.
-1980s - 1981 MTV was launched first music video was the Video 'Killed the Radio Star'. David Bowie scored his first UK number one from his catch promo (video). Ashes to Ashes.
- Music video of art was from Micael Jackson first to create the short film, beginning, middle and end. Thriller was the best video in that time.
- Banning a music video was (controversy ) would capture more attention.
-1980s, music videos played a central role in the marketing of an artist and an act. madonna owned a great deal of her success to the skilful construction of her image.
Music videos today, the video can make the song more popular and better by not just the song but the video.
Requirements
- Promotional
- To sell the song to invoke a reaction so that the audience will remember the song,
- To give the audience more of an understanding of the song.
- To entertain and show off an artists talents (musicians).
- Not just to sell the song but for the CD's, DVD's and downloads by creating memorable visuals.
- Marketing for the purpose of exposure of the expansion of the artists profile.
- Generate money.
- Sell an image, of the artist by the visual aspect of the video, this is something record companies keep doing.
- Gangnam, style was the first music video to reach 1 billion hits, MTV music video awards in Europe, this increased the record company share price by 568.8%.
- Extension of Income
- Music videos help to promote a band or an artist long after the single or album has been released.
- Some artists are remembers years latter for their memorable music video.
- Extension of outlets (music channels, DVD and Cd sales, website and download). (How the music video get noticed and shown).
- In the past music videos would have been shown on TV shows like top of the pops.
- Labels work together with MTV to ensure that their videos are being played, leading to an increase in the sales of only certain artists and genres.
- To extend the income you must increase the extension of outlets.
- Now you can view whatever music video you want to watch.
- Word of mouth could help with this and also the social media factors, controversial videos help to create awareness.
- Synergy
- Where two area of media work together.
- This can relate to a music releasing a music video which feature scenes from a Hollywood movie. (Ellie Goulding - Bridget Jones).
- This helps to promote the film but also the artist their song will feature in the film as people will see the song and music video.
- Product placement, by earning more capital, branding in the video e.g. clothing.
- Producers strategy (major label and independent).
- VEVO have a partnership with Sony music entertainment and Universal Music Groups, to host music videos of Youtube and add adverts at the start of each video to produce revenue.
- Applications on devices, to enable more people to access the videos.
- YouTube videos gain views.
- The views are used for popularity.
- Artists who are signed with their small record labels, they do not have the budget (big), their music videos are used in order to increase their audience interest.
- MTV embraces major labels in order to make the artists into stars.
Distinction -
- Fuller and more extensive explanation
- Better application of examples and provision of argument to support points made.
- Plus higher quality expression will discriminate between this grade and the merit.
- Leaners will justify points made using supporting arguments or evidence, develop ideas critically.
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