http://www.slideshare.net/MsJMcLeod/the-purpose-of-music-videos
Key Information:
For higher grades it is vital that you refer to SPECIFIC EXAMPLES of music videos and explain how they achieve different purposes. At the bottom of this page you will find excerpts of examples of different standards of student response as well as the official criteria for this assignment.
Purposes of Music Video
To promote: explore and explain the ways in which a music video promotes a song and artist. How does the music video benefit the selling of the song? How does a music video help to keep an artist in the public eye long after the release of their song? If a video wasn’t produced- what would the disadvantages be? Give examples of specific bands and describe what they promote about themselves? (e.g How do bands like JLS and 1D portray themselves in their videos? What aspects of themselves are they promoting? In contrast- what are a band like Slipknot promoting about themselves or an artist like Ed Sheeran?
Promoting different aspects
To extend income: how does an artist and record company make money from a song? How does a music video extend this? (royalties is a payment system which allows artists to get paid for having their songs played on music channels, the web and the radio); How do artists and labels make money from music videos on the web? – eg links to iTunes etc from YouTube, payments per view on Youtube; how else can the video be purchased? (e.g DVD, downloaded from iTunes)
Include info on money made- this article below is useful but find your own too if required. Be sure to reference it.
http://www.rollingstone.com/music/news/seven-ways-musicians-make-money-off-youtube-20130919
To provide an extension of outlets for access to the song: How does a music video provide more extensions of outlets? Where or what are the main places or ways that people will access music videos? If a song had no video where would it be restricted to being played? How does the music video create more ways for people to enjoy and consume the song?
To create synergy with a films or TV programmes: Music videos can work in conjunction with films and TV programmes. Find an example and explain the reason for doing this. What is synergy? How is it advantageous for the film and the artist to create a music video that features the film? Look at the image below to help you work out an example:
How do different types of music video producers have different strategies for music videos?
In this section you will explain how different producers will have different strategies- use the info boxes below to help you:
major labels: explain who the major labels are; explain the strategy of a major label when making a video; give examples of bands signed to major labels.
independent producers: how do independent producer strategies differ? Give examples of bands that are signed to indie labels and explain how their videos fit this strategy. .
artist produced/self produced:
These types of producer have the smallest budgets- what do you think are the key goals and aims of a band promoting themselves in a music video? Where are they aiming to be seen? Can you think of any examples of artists who have gained a following on the web via self produced music videos?
Criteria and Examples
Note reference to examples
Examples of standard of responses:
Pass standard:
‘One of the purposes of music videos is to increase the profits from a track, as if someone sees the video and likes it they will buy that as well as the original track. One of the commonest styles is the ‘in-concert’ style where the band is filmed performing the song at a gig. This style uses a lot of fast camera movements and odd angles.’
Merit standard:
‘One of the greatest advantages of music videos is that they enable the performer to be seen on TV when they are not actually performing. Obviously you can’t play music on TV without anything happening on the screen so the video was developed to give viewers something to watch whilst listening to the song … The techniques used don’t have to be expensive or complicated. Very simple ideas have been used like just filming the performer singing in a slightly bizarre situation. The video of Robert Palmer’s Addicted to Love is a good example of this.’
Distinction standard:
‘One of the greatest advantages of music videos is that they enable the performer to be seen on TV when they are not actually performing. Obviously you can’t play music on TV without anything happening on the screen so the video was developed to give viewers something to watch whilst listening to the song. This extends the playability of the track considerably. Sometimes the video goes a stage further and becomes a cult item in its own right. It’s more than likely that Robert Palmer’s song Addicted to Love would be forgotten by now, were it not for the video. From their very beginning, there has always been a tendency for music videos to try to grab our attention with their use of high-tech effects. Queen’s Bohemian Rhapsody looks dated now but its use of split screens, strobes, and multiple and overlaid images was seen as groundbreaking at the time. Very simple ideas can work just as well, though. Addicted to Love used one set, five people and was shot in an afternoon, but it still works because the basic idea is so striking.’
