Purpose of a music video

Music video:

There are many reasons why artists create music videos, the most obvious reason is to make money, they do this by creating a song and a video that there target audience want to see, this then leads onto people watching the video and later on purchasing the song and its video.However the are other reason why artists create music videos, one of these reasons would be to extend the play ability, so this means artists would allow there music videos to be seen on places like, streaming channels for example YouTube , another way an artists would do this would be to promote their video on a music channel, this would be ideal as only people interested in music would see and then want to listen to the song. This benifits the artists because if they get regular views on videos of the music videos released they would stay in the public eye and sales of the music video would stay up. But overall by creating a video for any reason whether it is for reinvention or for a sympathy vote, the aim is that there still going to make money.

  

Promotion:
When the artist releases a music video, you will often see that they will take advertisement very seriously, for example on social media sites where the usage from the public is very high, sites such as Twitter, Facebook. With the large amount of users social websites such as Facebook and twitter has, many people will see the tweets and post and begin to “Retweet” or post it on their own timeline. This then leads to the same thing happening again and again, this is called word of mouth promotion, were people use their own independence to promote something.

You will also see advertisement on streaming websites such as YouTube, were the song has a teaser advert before other videos are being played, from this people will see the advert and like what they hear and click a link to go listen and watch the music video.

You will also see billboards and TV adverts for a specific song and people will see these and begin to talk about out, we refer back to this as primary advertisement

Overall artist promote their music in ways were they will get a large amount of view, also in places were the public can see it quickly. The reason for this is that the use of word of mouth begins to start quicker which then increases the amount of views and purchases on music videos. This then takes us to right to the top of the tree, the artist were all of this makes he or she money.

As an example of this, Justin Bieber used YouTube as a sense of promotion to gain fame
In the present day we see up and coming artist get founded by a record label, but with social media sites artists are able to get fame, as the number of users who use live streaming or streaming websites it is highly likely that if a person with a natural talent and regular post with consistency of this talent will get regular views and will grow. From streaming sites on YouTube, you are able to advertise your videos on social networking and media sites such as twitter to gain followers and most importantly views. From this a person may get picked up by a record label and get a professional contract.

An example of this happening is Justin Bieber who started off on YouTube by singing covers in 2008 where now he is an international sensation. From this we can see how he has started off singing covers of artists that are well known. 

 

Creating a visual representation of an artist 

For an up and coming artist, the thing you would most want after money would to be very well known publicly, an example of an artist building their reputation would be up and coming artist, “Conor Maynard” he released his first song with “Neyo”, by collaborating with the already successful artist, “Neyo” will gain more viewers so more people will view the video as well as listen to the song, as Neyo has a large viewing audience, this helps Conor Maynard gain larger audience ex-poser as well as build on his popularity and reputation as an artist. From the song he has released he would have a larger audience and fan base, this will help him in the future with his song releases and selling merchandise,  more people will be familiar with his releases which leads to more viewers. This then leads to Conor Maynard making money. Also we see that at 1:42 Neyo enters the music video, by doing this people would want to see the video as it is someone well known so his audience would be big. 

 However there are many more reasons why people do this, sometimes people create a music video for emotional reasons or to reinvent themselves. An example is Miley Cyrus, with, “wrecking ball”, this was a song were she tried to move back into the spotlight were people liked her. Or another reason why she would do this is because she wanted to aim her music at a new and matured audience.

To create synergy with other media sectors


When artist create music videos, company’s and business often approach them to advertise their product within the music video, by doing this the artist will get paid and with the influence of the product being used in the music videos the sales on that product should increase leading to a higher pay-out to the artists.

The artist can also promote themselves when using synergy, if the product is bought by people they would want to see it in music videos, from this there is a chance that a person will like the song and perhaps purchase it.

They are also able to move into different media sectors when doing this, so when they are seen in public they may be known for advertising a product.So like a celebrity advertising a perfume would be known from adverts rather then just there music video. 

This is also beneficial to the audience as they are able to see the new products that will be available to see what new products are available.  

 

Artist giving themselves a new image

We see that artist from about 5-6 years ago may of started off really well but may of done something that ruined their career, so to create the same publicity fan base they had when they started they would create a song that reimburses their image. For example Miley Cyrus/ Hannah Montana started to make songs that were moving away from her given target audience, she began to not meet her expectations, as she began to get more and more “hate” she has now started to create songs that her target audience liked, by doing this she has got her original fans back and from this her sales will again increase.   

Another example is the much loved, “Black Eyed Peas” who back in 2000 had only had three members, they were without Fergie, at the time they were rap artists. Although for a rap group who had brainless music and lyrical ideas they were not doing too badly with a substantial amount of views on music channels, however as people began to realize that the music that they were producing was very similar to songs that they were already producing. At this point late 2000 the bands views started to decrease. From this to make a comeback, they united with international sensation Fergie. In 2001 they created their first music video together and with this the bands views and sales on merchandise went through the roof.

These then leads to helping them in the future were they were making it number one in the weekly charts consistently.  

Artist in their own right
As an artists  creates their own music, their aimed audience expects the same type of music from them, wit everything they release music that their relate the artists too. for example, lets take Justin Bieber, when he was first, founded at the age of 16, he released music such as "BABY", from here his fans, mainly the female market, expected  him to release music like this. 

But if we look at Bieber in the current day, he is trying to change that portrayed image that is given to him, for example he released a song called "PYD". This song was completely irrelevant to his fans and sent out a different message.