The Purpose of Music Videos

Within this essay I will cover how music videos began, how they made themselves as a part of modern music culture and the function of music videos. As an audience we have always enjoyed adding a visual element to an audio based medium. In 1941 the Panoram Soundie, which is a jukebox that plays short video clips along with the music, was introduced in clubs and bars in the USA. This was the beginning a music video history which led to music centered films and music television shows such as Top Of The Pops. All it took was the advances in technology to begin producing music videos to allow for artists, directors and producers to create a visual image to accompany the music.

Promotion

When it comes promoting an artist or band a music video is made to do so, directors and producers can also be promoted through these music videos. For example, after The Smiths downfall, Morrissey used a music video to promote his new song ‘Suedehead’ which was his debut solo single released in February 1988.

In order for a band or artist to really take advantage of using a music video as a method of promotion some choose to have their name or a recognisable symbol/icon in the video as a means of identification,  an example of this is within the music video ‘Suedehead’ where Morrisseys signature is scribbled on to the wall.

The music video was directed by Tim Broad was a British film director, best known for his music videos for the singer Morrissey.  Broad directed the video for The Smiths' songs "Girlfriend in a Coma" and "Stop Me If You Think You've Heard This One Before" and subsequently a number of videos for Morrissey, seven of which were released on the compilation Hulmerist. Due to the promotion through directing videos for The Smiths and Morrissey, it led  him to direct the videos for the Mike and The Mechanics' songs 'The Living Years' and 'Nobody Knows', Marc Almond's 'Tears Run Rings' and several songs by The Jesus and Mary Chain.

Directors can also gain promotion from creating a music video as it can be used as a quicker and fairly cheaper method of displaying their directorial talents compared to a full length film. an example of this Edgar Wright’s music video for ‘Blue Song' by Mint Royale which also gave promotion to comedians Noel Fielding and Julian Barratt, of The Mighty Boosh fame, as well as Nick Frost of Spaced and Shaun of the Dead fame and Michael Smiley, also of Spaced.

Producer's strategies

When it comes to marketing, many bands will be marketed in different was depending on their popularity. Mainstream artists will tend to have a vast amount of publicity behind them and a have polished image which gets reflected in their music videos an example of this could be

On the other hand, independent artists who don't have the same level of publicity and are just starting out do not always have the finance to back a large production therefore, they are able to release music videos which are paid for by their independent record labels. One example of this would be the band Wolf Alice, their record label, Dirty Hit paid for the production of their music videos as they didn't have a lot of publicity or the finance to back the production themselves.

However, due to expansion of media outlets and in-home consumer technology, many artists are now able to produce and distribute their own music via the internet, most commonly on YouTube and social networking sites such as Facebook. Most self-produced artists usually attempt to find their way into the industry by releasing videos and EPs via their own means. An example of this would be Justin Beiber. In 2007 he uploaded a cover of Chris Brown’s “With You” on YouTube which went viral.

Extention of income

Music videos can be, and often are, used as an additional source of income for the artists and higher ups. As technology evolved it became easier for music videos to be seen by as many people as possible, to the point that a music video can be more popular than the song itself which still gives the producers and artists money. Extended artists and record labels receive payment and royalties every time their music is played on the radio or on television.  This is because they need to be paid in exchange of their product being used.  The mainstream artists and bands are more popular which leave the independent artists and bands having less air time on the radio and television.  The best way to be successful as an independent artist or band is to show yourself off on website such as YouTube so that they could then be spotted by a producer or record label.  Playing at gigs to the public can also help to be noticed especially if you are hired again. 

Extention of outlets

Media outlets such as YouTube, Spotify and television music channels are all sourced where someone can access music video or songs.  YouTube would have a channel called VEVO where you can access all the latest mainstream music.  Advantages of using media outlets is that you can make yourself pretty well-known and can gain a number of fans.  Disadvantages would be that you would be competing with a lot of popular artists and bands which is what the public would be looking for the most.  Independent artists and bands also have the disadvantage of only having one specific type of target audience to fit their genre, so their fan-base wouldn’t be as big. 

Synergy

In the media industry particularly large and influential companies will at some point focus on synergy for their product/service. Synergy is simply extending your companies product to various other areas of production and media. Synergy helps both companies involved reinforcing the angry birds brand more as well as using the brand to sell more of the other companies products all in all helping both sides make money. Synergy is also used in the music industry, for example Justin Beiber has a huge range of products with likeness to himself and/or logo on them including; party equipment, blankets, cardboard cut outs, slippers, toothbrushes, headphones, perfume, bedsheets etc. This just goes to show how far a band or artists  influence can go with synergistic marketing like this it ensures that both the artists/producers and the companies that make these branded products continue to make money.