Overall:
- Promotional
- Extension of income
- Extension of outlets
- Synergy
- Producer Strategies
Modern music videos were originally made and used for the marketing and promotion of songs and artists. The earliest music videos were filmed/produced in the 1950's. Tony Bennet came out with one of the original music videos. The Beatles first major motion picture 'A hard days night' in 1964 set the basic visual vocabulary of todays music videos. Penny Lane in 1967 used techniques which set the stage for more experimental music videos. Top of the pops was a good place to promote videos, bands and record labels. Queen's Bohemian Rhapsody also started a whole new era for music videos.
In 1981 MTV launched- the first video that aired was Buggles 'Video killed the radio star". David Bowie earned a UK number one due to his music video for ashes to ashes.Michael Jackson was one of the first to create the idea of a short film in a music video- also turned them into an art form. One way artists in the past have created publicity for their video would be to have it controversial even to the point where it has to be banned or censored.
By the mid 1980's music videos became a central part of the marketing for an act/artist. Madonna owed a great deal of her success to the music videos that she produced. Stars used these visuals as a way of representing who they were as an artist.
Promotional Material
- A music is primarily produced to help sell a song and cause a reaction so the viewing public will remember the song
- It can help the audience to better understand a song by having a visual representation
- Music videos are supposed to be entertaining and can show off an artists or actors talent
- As well as selling the song- also sells CD's. DVD's and downloads by being memorable
- Marketing for the purpose of exposure and expansion of the artist- helps to get them more known
- It promotes a song and therefore an album
- It represents the artists image
- This can be done by attaching the song to certain experiences the artist has had
- The concept of selling artists through image is carried by the record companies
- Gangnam style is a useful case study for this
- It was the first video with 1 billion hits
- Won best video at MTV Europe Music awards
- Social Networking was responsible for this
- Led to a possibility of collaborations
- The share price of the record company increased by 568.8%
Extension of income
- Music videos can help to promote a band or artist long after the single or album has been released
- This is because a record label might wait for the hype to die down and then release the video so that more can be sold
- Some artists are remembered years after because of a video
Extension of Outlets
- Since this is a visual form it can be released on other platforms
- In the past videos would have been aired on TV shows and music video channels
- Labels work with these channels to ensure their videos get played
- This can now be extended to online outlets such as YouTube as well as online news or magazine sources often showcasing the music video if it becomes a viral trend
- Audiences can now actively look for the music video they want to watch
- Word of mouth and social media promotion is very important
- Controversial videos help to create more buzz and hype
- This controversy might be reported to the wider mainstream and therefore more people in the media will talk about the video
Synergy
- Where different areas of media will work together
- This can relate to a music star releasing a music video which features scenes from a Hollywood film
- This will help to promote the film but also the artist as their song will usually feature in the film and probably in the trailer which a wider number of people will see
- This can also help to cement ideas about the artists or acts image
- Paramore's Decode was the lead track in Twilight New Moon- this helped promote the band
- Product placement is also a good way for the record company to generate income
- Major label artists will certainly have product placement in their videos
- Britney Spears 'Hold it against me' has $500,000 worth of product placement
Producer/Record Label Strategies
- VEVO have a partnership with Sony Music Group, Warner Music Group and Universal Music group. They host music videos on YouTube and use adverts at the start of the videos to produce revenue.
- This is good for companies as it allows them to regulate online distribution
- VEVO also have Apps on various devices allowing more people to access content
Impact of YouTube Views
- December 2012 record labels were stripped of 2 billion video views
- YouTube wants to combat 'black hat' and 'botted' view counts.
- YouTube has become massive in promoting music videos
Independent Artists
- Artists who are signed to small record labels or are independent will not have as big a budget as others
- The purpose of their videos is solely for increasing their interest in music and gaining little exposure
- MTV used to embrace major labels and in turn makes their artists into stars.
- Bands that are signed to small labels might not have the ability to make it into the mainstream
- Videos might get a bad return on investment
- Rare to get indie music videos as the record companies don't want to take the risk
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