Research: Purpose of a music video

Purpose of a Music Video

Music videos are a major part of the music industry today, a music video is a short film produced to accompany a piece of music. These music videos get played on music channels such as 4Music, these type of music channels allow the artists single to be known and get recognised from the music video. Music videos are used to market and promote the sale of music recordings, Music videos use a wide range of film making techniques such as narrative, animation. A music video could also share opinions about the artist such as; the audience could find out the artist characteristics and their emotions.

The purpose of a music video is that artists produce music videos because they want to represent their star image to their target audience. A music video also allows an marketing exposure and expansion to the artists profile, when a music video even though the video promotes the song but it also promotes the album. Moreover, some artists will set a certain mood in their video by attaching the song to certain experiences that the artist has been through in his/ her life. On the other hand, the purpose of a music video could impact the artist because by creating a music video the artist could be seen as a role model, a music video also allows the artist to share their thoughts and feelings which is very important to the audience and the artist as they start to connect.

For example, Madonna owned a big deal of her success to the seductive appeal of her music videos. (video on left) Madonna's single 4 Minutes had featured  Justin Timberlank in the music video. The music video was released in March 2008. In the music video, she is wearing exposed body suits and this shows the audience that she is happy to wear tight clothing. In the video, she is appeared to be very touchable and sexual towards men. This single has won many awards including the People's Choice awards and the MTV awards.

The black & white music video presents Madonna in various states of undress engaging in naughty acts with men. MTV, who was all set to premiere the clip, banned it outright once they got the first peek.This music video has an impact on the audience because it shows that women are used by men in any type of relationship and women are normally seen as objects. 

Blurred Lines has had an huge impact by the audience as it has been criticised for appearing to glorify rape and violent sex, with lyrics including "I know you want it", The lyrics of the music video also illustrates women as toys and the actions of the three male artist s are appeared to be very touchy with the female characters.

Classic Conventions

Narrative:

The reason why I chose Lady Gaga’s ‘Marry The Night’ music video for the Narrative Type of music video because it is interesting with the way it is created for a music video. The way that this music video has been presented is like a short film, this music video is very abstract and is almost like looking at a dream. Also, the storyline does make sense with the lyrics however I also think that there are a lot of hidden meanings in this music video that a lot of people miss. I also think that the reason why it is a narrative type music video is because, the camera only shows the artist. This has an impact on the audience because it allows the audience to make a connection with the artist. 

Visually stylish/ Mise En Scene:

Pop music videos usually have a lot of variety when it comes to locations and props and that is why I chose this music video ‘Empire’ by Shakira as an example, because it has been shot in a various of different locations which allow the audience to understand what the music video could be about. The props and camera is always changing location which doesn't bore the audience. the reason why this music video doesn't bore the audience is because it is very experimental, as the camera shots the artist with different costumes which trait the audience. This music video also appeals to a large audience becausee the artist is being very unique with her actions and appearance. I think that the lighting that is used in this music video is very bright and therefore is it eye catching as it draws the audience in, especially with the scene of her in the field. Also, the music video starts off very slow and then it starts to build up to the chorus which is shown through an explosion of bright colours 

and beautiful locations. The music video starts of dark and slow and then when the chorus hit’s it shows a huge field with mountains which amaze the audience as no other artist has really used this ttype of location in their music video. The blue sky is shot with different camera angles which looks so beautiful to attract the audience.

Conspicuous:

This song 'Knock You Down' by Keri Hilson featuring Kanye West is a conventional R&B genre single. An 'conspicuous' type of music video is started off very slow  but as the beat drops the dances moves of the dancers get faster. This music video is a conspicuous based music video because the camera only focuses on the artists. The jewellery of the artists are also conventional to the R&B genre because the artists are represented as high status people, therefore these artists are portrayed as wealthier people. 

Experimental:

A classic convention of a music video is being experimental, although this music video is very simple and is set in one location, as the beat drops different objects start to appear which gets the audience attention. This music video is experimental because it is only shot in one location but throughout eh use of editing and lighting, it has appeared to be a very interesting music video for the audience. Different lighting show is used when the beat drops in the chorus, this is very useful for the audience because it has a exciting feeling for them.

Symbolic:

This is a classic conventional music video, illustrating a summer love however from the same gender. The use of filming with different camera angels has allows the audience to have a clear understanding about the narrative. This is a symbolic video because it illustrates a typical summer romance. This flash backs of the artist helps the audience to feel her pain. The editing technique is used effectively as it is very natural, it attracts the audience because they could relate back to the music video and the artist.

Performance: 

Some artists produce music videos that are performance based, allowing the artist to take part in the video, promoting themselves to the audience and gaining a larger fan base. This is an advantage for the artist because they ill be popular and known or their dance routine as well as music video. Beyonce is an artist that is very successful in the music industry and there single, 'Single Ladies' allow many young girls to dance to the song as the music video is capturing her and her back up dancers, dancing to the song. 

Synergy

Artists also feature their music in films or radios to raise their income and to make more of a name for themselves which will draw them to a larger crowd. 

                            Adele- Skyfall 

The song Skyfall by adele has been used in the opening scene of the James Bond film that came out in 2012. By doing this type of synergy Adele not only made more money from people buying this song nut also earned a large sum of money for making this song for the film. The artist is also known for the film, this allows her to have a wider audience as the films audience will be attracted to the artist if the song as well. 

        Ellie Goulding - Love me like you do

Ellie Gourlding has produced a song in 2015 'Love me like you do' and this single is also used in a film (50 Shades of Grey,) Ellie Goulding then faced a wider group of audience because she attracted her fans to watch the film. Synergy is used here, as the artist creates a song that relates to a film, the artist has also used clips of the film in her music video. Ellie Goulding's music video relates back to the film as from the use of Mise-En-Scene. 

Artists also use other forms of media to promote their music videos such as TV, radio and magazines. 

Magazines 

TV

Radio 

Audience Impact

A music video also has an impact on the audience because based on the songs genre and how the video is created, the audience could relate back to the video. This means that the person viewing the music video will have a emotional and physically connection with the artist. Music videos that are from different genres are segmented at various types of audiences such as, The Pussycat Dolls are targeted for males. This is because the artists are not wearing as much clothing. The fact that this group is target at males, then have an impact on the female audience because they feel ashamed that women are seen differently in an males point of view. 

Technology Advancements

As the technology aspects of a video is developing, the music video appears to be interesting for the audience. For example, Katy Perry has used Mise-en-Scene when recording for her single 'Roar.' At the beginning of the video, the audience is introduced to a animation scene where the artists song name appears in a animated background of a jungle then the scene is broken into reality. This is not appeared in other music videos so it allows the audience to develop their understanding about the video.

Different camera shots are used to capture the surrounding of where the artist is appeared to be trapped in a jungle, the purpose of using different camera shots in this video has allowed the audience to understand the strong and the surrounding. The speed of editing is effectively used in this video as it helps the mood, also the clip uses a mixture of editing styles and techniques that presents an unique video. 

(Screen shot on left) This image is from the Billboard website an as seen the music video has gotten peoples attention from the use of technology, in Perry's music video the audience is introduced to jungle an imals and then the Tiger. Special techniques are used to create a eye wowing scene, as little lights form into a tiger. This is very unique as this style has not been used in other music videos. 

There are also disadvantages of technological advancements in music videos because it doent allow the audience to feel the realism of the song. This then affects the music video industry because if they keep having to do technological advancements on music videos then people wouldn't want top buy their album as they wouldn't feel like the music video is interesting or natural. 

In my opinion, the future of music videos is going to be different from how it is now as new technology is being developed and the realism of music videos is going to die as music videos will be captured for escapism. 

Conclusion

A music video's purpose is to attract the audience which makes the artist popular. Music videos are very important to the audience because it allows them to understand the song clearly. However, every song has a target audience so this means if a music video has use of drugs or sex then it aims at an older target audience. It is very for a artist to produce a music video because it allows the audience to understand the narrative and is also understood  by the use of different camera angles which creates emphasis on the artist. Moreover, the main purpose of producing a music video is because it helps the audience to remember the song. Artists use music videos to promote their album which means that they earn a higher amount of money. Overall, in my music video I will want to find a song that is also used in a film as I would want to target at a wider audience .