To promote a new music release
A music video is released to help promote the new song/ album, which in turn makes the audience want to buy the artists new music.
An example of this would be Firestone by Kygo, as they released this song they got to number 1 on some charts and have globally been put on the map. At 1:42, and throughout the video the audience are able to see a story to the song which can add some creativity that perhaps the audience will like the song more.
Through certain platforms of media the music video & song have been publicized a lot and for that, Kygo and Conrad have been able to go on to do bigger things, as well as being recognized worldwide for their work. Of course these are all positives for the artists they now don't only have a fan base in their native countries, (kygo from Norway and Conrad from Australia) but now have a more growing fan base worldwide. Although this is a collaboration for the two individual artist perhaps when they release a new single or album, they will continue to see an increase of sales and growing support.
Whilst 'Firestone' seemed to have a more conventional narrative it was very enjoyable for the audience, as the tempo seemed to match up, and although it wasn't something the audience haven't seen before it was oddly very engaging, we really wanted to see if he was going to reach the girl.
An example of this would be Firestone by Kygo, as they released this song they got to number 1 on some charts and have globally been put on the map. At 1:42, and throughout the video the audience are able to see a story to the song which can add some creativity that perhaps the audience will like the song more.
Through certain platforms of media the music video & song have been publicized a lot and for that, Kygo and Conrad have been able to go on to do bigger things, as well as being recognized worldwide for their work. Of course these are all positives for the artists they now don't only have a fan base in their native countries, (kygo from Norway and Conrad from Australia) but now have a more growing fan base worldwide. Although this is a collaboration for the two individual artist perhaps when they release a new single or album, they will continue to see an increase of sales and growing support.
Whilst 'Firestone' seemed to have a more conventional narrative it was very enjoyable for the audience, as the tempo seemed to match up, and although it wasn't something the audience haven't seen before it was oddly very engaging, we really wanted to see if he was going to reach the girl.
To create a visual representation of the artist
A music video also allows the artist to showcase their work without having to perform live, as well as giving themselves a visual representation and how they wish to be viewed in the public eye.
This music video from Joey Bada$$ 'NO.99' is an example of how he wants to have a specific representation of himself to the public. At 2:39 it shows how he wants to portray himself as more of a rebel and perhaps an outcast of society, as he attempts to get across his message about the perception of others in society.
By creating a music video it allows for the artist to enhance their brand as they wish to get across to the audience, furthermore, they can communicate to the audience the types of energy levels and their own unique style. In this particular case Joey Bad$$ has been allowed to use this video to his advantage by getting across his message and allowing the audience to see him in many different ways as this video can be both controversial and have many different interpretations. As it does create many opinions perhaps that does mean it gets more exposure as people are constantly talking about it. Which is what Joey Bada$$ really needs as he isnt very well known at the moment. His music video also gives us a chance to open our eyes more, we actually seem to be on his side more and really do start to think more as we watch, which is exactly his intentions.
This music video from Joey Bada$$ 'NO.99' is an example of how he wants to have a specific representation of himself to the public. At 2:39 it shows how he wants to portray himself as more of a rebel and perhaps an outcast of society, as he attempts to get across his message about the perception of others in society.
By creating a music video it allows for the artist to enhance their brand as they wish to get across to the audience, furthermore, they can communicate to the audience the types of energy levels and their own unique style. In this particular case Joey Bad$$ has been allowed to use this video to his advantage by getting across his message and allowing the audience to see him in many different ways as this video can be both controversial and have many different interpretations. As it does create many opinions perhaps that does mean it gets more exposure as people are constantly talking about it. Which is what Joey Bada$$ really needs as he isnt very well known at the moment. His music video also gives us a chance to open our eyes more, we actually seem to be on his side more and really do start to think more as we watch, which is exactly his intentions.
To extend the play-ability of and provide an additional income for the song.
To extend the play ability of the music video, its produced after the release of the song which allows for the artist to be kept in the public eye and to continuously keep sales of the new song going after the first week of release.
An example of this would be Taylor Swifts, Shake It Off, which has over 1 billion views on YouTube. Perhaps, at 3:10 which denotes the artist dancing amongst others, the music video connotes how people have problems and sometimes they need to be let go, perhaps the audience are able to see this and therefore like the song and continue to watch it as they have a relate-able connection.
The positive impacts this has for the artist is a continuation of income, stemming from music channels wanting to exhibit the music video or from the artists YouTube channel in this case Taylor Swifts channel making money from advertisement on her video, and in some cases it may develop in to a DVD collection release. To extend the play-ability of a song is much more business related, it seems its more for the record label (Big Machine) as a continuation to make more money, of course it does mean the artist is kept in the public eye for longer which Taylor Swift will defiantly want (not to be forgotten.) Extending the play-ability of 'Sake it off ' has its benefits for Taylor Swift but it seems deeper then just her, perhaps its more about the money the record label receives, as well as the money the agent also receives.
An example of this would be Taylor Swifts, Shake It Off, which has over 1 billion views on YouTube. Perhaps, at 3:10 which denotes the artist dancing amongst others, the music video connotes how people have problems and sometimes they need to be let go, perhaps the audience are able to see this and therefore like the song and continue to watch it as they have a relate-able connection.
The positive impacts this has for the artist is a continuation of income, stemming from music channels wanting to exhibit the music video or from the artists YouTube channel in this case Taylor Swifts channel making money from advertisement on her video, and in some cases it may develop in to a DVD collection release. To extend the play-ability of a song is much more business related, it seems its more for the record label (Big Machine) as a continuation to make more money, of course it does mean the artist is kept in the public eye for longer which Taylor Swift will defiantly want (not to be forgotten.) Extending the play-ability of 'Sake it off ' has its benefits for Taylor Swift but it seems deeper then just her, perhaps its more about the money the record label receives, as well as the money the agent also receives.
To create synergy
Synergy is when the artist works with a film institution to create a song for the film but also for the music video to incorporate some of the film too.
An example of synergy would be Justin Bieber's never say never at 0:46. Here we are able to see a segment of the film being used in the music video which connotes the synergy that Justin Bieber and the film have.
Creating synergy allows the artist to work with a TV/ film institution, which in turn allows for the artist to perhaps enter a different area of media. Justin bieber has been able to feature more cameo roles in some TV programs and star in some episodes. For the artist and the institution it allows them to simultaneously get some exposure in the two different sectors of media. As in this example Justin Bieber has been able to get more exposure and perhaps a bigger audience, whereas for Columbia Pictures they are also able to gain more awareness for their film from Bieber's audience by working with him. Ultimately leading to a greater income as more people are aware. From an audience perspective there aren't massive positives or negatives they get a new music video from their favorite artist whilst also knowing about the latest film that's coming out. Synergy is definitely to benefit the artist and the film institution, maybe more for Justin then for Columbia. As at the time he was an upcoming star so he needed as much help as he could get, but for Columbia being a 1 of the big 6 Hollywood companies they would already have had the money to massively market & advertise the film.
An example of synergy would be Justin Bieber's never say never at 0:46. Here we are able to see a segment of the film being used in the music video which connotes the synergy that Justin Bieber and the film have.
Creating synergy allows the artist to work with a TV/ film institution, which in turn allows for the artist to perhaps enter a different area of media. Justin bieber has been able to feature more cameo roles in some TV programs and star in some episodes. For the artist and the institution it allows them to simultaneously get some exposure in the two different sectors of media. As in this example Justin Bieber has been able to get more exposure and perhaps a bigger audience, whereas for Columbia Pictures they are also able to gain more awareness for their film from Bieber's audience by working with him. Ultimately leading to a greater income as more people are aware. From an audience perspective there aren't massive positives or negatives they get a new music video from their favorite artist whilst also knowing about the latest film that's coming out. Synergy is definitely to benefit the artist and the film institution, maybe more for Justin then for Columbia. As at the time he was an upcoming star so he needed as much help as he could get, but for Columbia being a 1 of the big 6 Hollywood companies they would already have had the money to massively market & advertise the film.
To be art in their own right
This music video is produced to create and leave the audience with a memorable image, as well as it being very creative and is usually more memorable then the actual song.
An example of this would be Runaway by Galantis, as in this video the actress wears a mask to cover her identity, as well as the lighting being very colourful and expressive which can be viewed at 1:26 here the background is brightly lit up as well as being able to see the persona in the mask as a silhouette.
A positive impact for this music video would be how it allows the artist to create an enigma for themselves and portray a strong message that the audience can pick up through the video. It also allows the audience to see how the artist in this case Galantis can be very creative and have almost a mysterious element to herself and perhaps can entice the audience even more. As this music video is so abstract it does open its self out for more exposure like a synergy music video would. However its different because more people will talk about 'Runaway' as we are so fascinated by how surreal the video seems. It constantly leaves the audience asking questions as to why she wears the mask? or What does she have to hide? Perhaps though a negative may actually be how the audience will focus more on the video rather then actually listening to the song which should be a major part, but we are more enthusiastic about what is being shown rather then what we hear.
An example of this would be Runaway by Galantis, as in this video the actress wears a mask to cover her identity, as well as the lighting being very colourful and expressive which can be viewed at 1:26 here the background is brightly lit up as well as being able to see the persona in the mask as a silhouette.
A positive impact for this music video would be how it allows the artist to create an enigma for themselves and portray a strong message that the audience can pick up through the video. It also allows the audience to see how the artist in this case Galantis can be very creative and have almost a mysterious element to herself and perhaps can entice the audience even more. As this music video is so abstract it does open its self out for more exposure like a synergy music video would. However its different because more people will talk about 'Runaway' as we are so fascinated by how surreal the video seems. It constantly leaves the audience asking questions as to why she wears the mask? or What does she have to hide? Perhaps though a negative may actually be how the audience will focus more on the video rather then actually listening to the song which should be a major part, but we are more enthusiastic about what is being shown rather then what we hear.
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