Research: The purpose of a music video

The purpose of a music video

A music video is a form of videotaped performance of a recorded song, usually accompanied by dancing and visual images interpreting the lyrics. A music video is there for the audience and gives the artist a way of portraying the music through visuals.

The purpose of a music video:

• A classic purpose of any music video would be to entertain the audience. By having a music video, the artist offers a extra feel to the song by adding visuals and therefore entertaining the audience.

This is a music video by Rudimental – the incredible visuals and action throughout the video enhances the entertainment purpose of the song and also the lyrics are being mirrored through the video. The music video also related perfectly to the flow of the song as there is more action in the video the beat of the song starts to build up.

• A music video would also be a marketing tool to promote the artist or song in order to gain popularity. The reasons behind a music video could be that there could be high demand for the making  of a music video following the song being released beforehand.
•  A music video also feeds the star image of an artist. For example the music video for ‘we can’t stop’ implies the change of Miley Cyrus and shows the complete shift by Miley Cyrus in her personality and music.

• Attracting a particular target audience is another purpose of a music video. Every music video aims to attract their own target audience weather it would be pop, rock, rap r&b or any other genre.

Conventions & elements of a music video:

A music video contains a number of different elements:

•  Performance based music videos.  This is when the artist or group performing in the music video.
•  narrative based music video. This is when some form of story is being portrayed to the audience
• Thematic music video. This is where the artist priorities the music and song over the lyrics.
• Symbolic music video. This is where a particular music video is based around a conspiracy theory or religion.
• Visually stylish. ‘ Artistic’ and the use of Mise en scene
• Rhythmic
• Experimental, yet there is conventional use of camera/editing
• Fast paced
• Lighting

Synergy:

A synergy is where two or more products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. A music video may be made to increase publicity for a film. An example could be the music video ‘ You know my name ‘ the official video for the James Bond film ‘Casino Royale’ starring and sung by Chris Cornell

This is most notable done in form of a film and music video as shown in the example. This would boost the artists single and the artists image itself as it would work as a promotional tool for the artist.

Audience impact:

The main reason behind the release of a music video is to appeal to a target audience. The demand for music videos leads to a different number of media institutions such as TV, radio, magazines etc to view these music videos open to the audience. An example being the show ‘ UK top 40’ on the MTV music channel. The audience’s reaction to a music video can vary. Some music videos can be conveyed as being controversial. An example being the music video for ‘Wrecking ball’ by Miley Cyrus in which she was completely naked in. This music video got a lot of negative reviews from the viewers of the music video.  Moreover, the younger fans of Miley Cyrus are let down by her behaviour as they know her from the Disney Channel as how this video conveyed the extent of how much she has changed since then. A source from Mirror.co.uk criticised the music video and compares it to pornography

Even if a music video receives negative criticism it can still help promote the single. This is because negative feedback arouses controversy and therefore makes it a area of debate for the single and the artist. This can work for the artist as this is what the artist can seek for when releasing the single.

Technological advancements:

Technological advancements may be working against the popularity of music videos.

•  It could be argued that the public are more interested in listening to the music rather than watching the video. So therefore the public download the music on their IPod's  smartphones, MP3’s or any other device and listen to it rather than watch the video.  
• The advancement of illegal downloading techniques also works against music videos.  Illegal downloading takes away the nature and aim of the music videos as people are more interested in illegally getting hold of music.
• The downloading of music in order to listen on portable devices is also an issue. People download songs so they can listen to it on their headphones or their earphones which eliminates the video.
• Television and the increase of music channels could also be a threat to the industry. Major organisations such as Sky TV’s ‘music’ package, as music packages such as this is expensive, the people may not be able to afford them which therefore they would be limited in watching the latest music videos.

Other purposes of a music video:
There are varying other purposes of a music video Music videos could work as a form of portraying ideals and viewpoints such as the artists's lifestyle, political views and ideologies. 

An example of this would be George Michael's ' shoot the dog ' video. This is where George Michael clearly conveys his political views on the Iraq War as he clearly disagrees with decisions taken on by George W Bush and Tony Blair. This caused a lot of controversy as exposing strong political views in music videos for everyone to see increases the chances of people opposing your ideas.

Conclusion:

This in-depth research into the purpose of a music video significantly enhanced my knowledge in understanding music videos and the music video industry. Moreover, this research also would be beneficial to me as I would build on this base knowledge which would ensure that I would finally be ready for the making of my music video