Unit 29.1 Music Video: The Purpose of Music Videos

The Purpose of Music Videos

Music videos have various purposes one reason behind artists using music videos, is for promotional gain.

To promote
Using a music video to promote a song is clever as this markets the artist and publicises the artist as well as the label.

The market will also possibly gain a better understanding of the artists message and the song on a whole.
This can also help the artist to become more established, and rise in popularity and following.

CD's, DVD's, streams and downloads exist because consumers would like a way to make to keep their own copy if the visuals are exciting and memorable,
music videos could also be a mean of catharsis for the audience especially with the music.

(Childish gambino - This is America, https://www.youtube.com/watch?v=VYOjwnS4cMY )




Some music videos are also created to cause commotion and create reactions this makes the listeners remember the song, and may even lead to it being memorable over generations, if the quality of the music video is exceptional of its times/stands out.

(Michael Jackson - Thriller Michael Jackson - Thriller (Official Music Video) - YouTube


Music videos promote songs/singles which leads to an album which is also promoted because of the music video.
For example Nicki Minaj's First video for 'Your Love' was to promote her album 'Pink Friday' as it was on the album: https://youtu.be/pSFyrrhKj1Q

Nicki Minaj's First video for 'Your Love'

   Debut album promoted by the music video above.

Extension of outlets

Music videos give music companies and artists various ways to reach out to people to build the fanbase/audience. Music videos can be accessed in many ways whereas a song cannot be accessed in lots of ways mostly radio, streaming online etc.

Music channels

Channels such as MTV, Viva, 4Music and have risen in popularity and have appeared in homes across the world.
These channels source music videos from production companies, which the production companies fund.



Labels collaborate with these channels to increase the likelihood of their videos being played and would substantially increase popularity and sales of artists and of genres also.

Controversy

Music videos can be created to start controversy because it creates attention around the artist and can boost sales and popularity, whether positive or negative it video is spoken about using platforms such as social media or word of mouth. An example of this 2018 single by YNW Melly 'Murder on my mind' with a lot of controversy around the provocative lyrics alongside graphic visuals, however 204,034,844 views on youtube and has been in and out of the charts in the US.






Music videos are highly important as it helps artists level up their status as an artist within their career, and broadens the artists general reach. In the 21st century music videos are an necessity to gain a larger following/ audience.


Synergy

A synergy refers to a cross/combination of two different outlets. Using this term applied to music video it would refer to an artist making a song with a music video to promote something.
A lot of artists who use this technique, use it for a film soundtrack. the music video would incorporate colour schemes/tones, themes and sometimes even clips from the film itself.





Above is Rihanna in an example of a synergy, the song 'Sledgehammer' was featured in the Star Trek Beyond movie, and also on the soundtrack .