The purpose of a music video is to sell, especially the song
in the video and also the album. If the song is in a soundtrack then it is also
used to sell the film. Other parts of promotion include tours of the band and
merchandise such as clothing.
Music videos give the audience full access to what they can
buy as the audience is able to hear the song. Before the digital age, it was
harder to listen to the song and could only listen to it at specified times on
weekly television chart shows such as top of the pops 1964-2006.
Now we can upload videos to video hosting sites such as
YouTube and can be watched on portable media devices such as apple products.
Technologies are problematic for the music industry because
audiences are less inclined to buy psychical CDs because it’s all online for
free. Record companies tried to
prosecute uploaded videos for copyright infringement but it was too time
consuming and expensive. Most companies allow their songs online under
controlled conditions. Most record companies have their own YouTube channel and
offer links to their iTunes so songs can be downloaded legally. Individual artists
also usually have their own channel which links to their social websites such
as Facebook. Television shows such as X factor have their own YouTube channels
to view performances and have links to legally download their versions of the
songs.
Vevo is a hosting site that is for specifically for music
videos and is used on YouTube. YouTube and Google both receive a share of
advertising revenue because they are directing users to the official versions
of music videos.
The Conventions of music video
Movement is crucial to a music video; it complements the
rhythm of the song. This can be done by psychically moving the camera or moving
and dancing or by editing. Music videos have many shots being less than a
second long and flashing lights. Special effects are used to complement the
music and visuals.
A music video may have a narrative. The storyline may relate
to the song’s lyrics and illustrate what is being said or tell a different
story and be independent from the lyrics. Other videos may include more explicit
narratives and have closely linked lyrics.
Most videos feature the band or the artist as they are also
a product to be sold. They could be featured performing by lip syncing or playing
instruments or featured acting or a combination of both
Producers play with conventions, references can be made to
the genre and to other videos, this is called intertextuality. This is done by
copying scenes from something else. However, references can be more obscure for
example; My chemical romance’s ‘teenagers’ features ‘alternative’ cheerleaders
which are in reference to Nirvana’s ‘Smells like teen spirit’ which the fans of
My Chemical Romance will most likely be familiar to Nirvanas iconic video.
These are notes taken from a work sheet about music videos
and the media. This has helped me to fully understand the is to be put and done
about the music video to ensure a product as close to a professional music video
as possible.
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