TASK 1 : MUSIC VIDEO PURPOSES REPORT

Report on Music Video Purposes.

Music videos were introduced to the Music Industry as another form of advertising and promoting of a particular song, by integrating the music and video together.Needless to say, the purpose of a Music video is solely promotional. However, what the music video is trying to promote varies on the particular video itself.





The Music Video below is an example of an independent artist using a social-media website called YouTube to promote, himself as an artist, and his album. The video has no movement or imagery. It just shows a picture of the artist , his album and useful information on which websites his song can be downloaded from. More information about the artist is provided in the description bar of the video.He gives links to his social media accounts and also, again mentions the name of his album 'Paint' there too.

Like the first artist that was mentioned, this artist ,Katie Sky is too an independent artist that has made use of technology to produce and promote her own song.Without affiliating herself with a recognised record label she has likewise managed to allow a wide audience to hear her, having had more than 76,000 views on this particular video.

The video itself only promotes the artist .Her song is promoted in the 'description' section under the video where she provides links to where the song can be purchased and the social media sites where she can be contacted on.

This video clearly uses basic, amateur filming techniques that are expected of a independent artist. The video was entirely taken from a Full Shot framing whereby a full body length view of her is shown. The camera does not move at all,and at the end of the video you will see that after she stops singing she comes close up to the camera to stop the recording.

Personally, I think the lack of professionalism and simplicity in the video is more interesting than a professional music video. It seems as if I am watching and hearing the song played live, which is what many fans, pay lots of money for,to hear their favourite artist perform live. Also it puts the song,and the artist as the only focus of the video,providing no distractions such as camera movement,actions,dances,and other professional music video factors.

Music videos purpose is not only to promote the artist and their song but also, as mentioned earlier, to promote other differing reasons. The music video below is promoting synergy of this brand of speakers called 'BEATS'. The speakers are shown in the first 7 seconds of the video. It is brightly coloured which makes it obvious for the audience to take notice .Promoting synergy in a music video is as good as creating a commercial advertising it.Another item the video is promoting is the EOS lip balm at 0:28 to 0:34.

The video is also promoting the artist,Miley Cyrus in a different light .Miley Cyrus is famously known for her Disney Channel role in Hannah Montanna. Since quitting Disney, she has become her own independent and mature woman. The video is a reflection of what her character and style of singing is like now.

The whole video consists of all the framing's such as the, Extreme Close-Up,Close-Up,American,Full, and Long shot. But,excludes the Extreme Long shot.There is few camera movements in the video,just a compilation of many scenes put together.The movements that were used are,Push in,Pan,and Zoom.

There is no mention of the artists Single,Album, or Record Label  in the video, which puts even more emphasis on the purpose to just promote just the artist.The information is in the description box of the website instead.

The music video below is an example of what Miley Cyrus used to perform and sing. The contrast is very significant. 

Another example of promoting synergy is Christina Perri's song A Thousand Years which was used to promote the movie, Twilight. The music video includes scenes that were taken from the actual movie while also using the song as its soundtrack. This form of collaboration between Music Artist and Movie is increasingly popular. The  respective fans of either the Music Artist, or Movie, gain awareness of either one collaborator they initially were not familiar with.

Similar to the synergy of Miley Cyrus's video, there is no mention of artists Record Label,Single,or Album in the video.There is however a 5 second still clip at the end of the video, presenting the soundtrack of the Twilight movie and Christina Perri's website information.Again, emphasising the main focus to be on the Artist and Movie only.

Due to the music video including scenes from the movie, a wider range of camera movement, and framings were used to film this.All frames were used in the making of this video.All forms of camera movements were used too.

Extreme Close-Up shot : Used to show a candle the Music Artist was holding.Also, used to show the Music artists whole face while she was singing, and the actress in the movie's facial expression when she was walking down the aisle.

Close-up,Close shot: Used mainly on the music artist.

Close-up,Medium shot : Used when showing the actress's wedding gown and music artist.

American shot:Used majority throughout the whole video with the actor, actress,and music artist as main focus.

Full shot : Used in film scenes and music artist.

Long shot: Used in a lot of the scenes of whole music video. Shows the sea and horizon.

Extreme Long shot : Used in movie scenes and music video scenes a lot if the time.

So far the music videos I have talked about do not promote their Record label to the fullest in their video.

The music video below, is an example of promoting and introducing the record label the artist belongs to and another artist, Mikky Ekko, whom is fairly new to the music industry. Introducing Mikky Ekko,to audiences and fans of the very popular singer, Rihanna makes this collaboration promotional in that sense. 

The last 8 seconds of the video promotes the Record Label, The Island Def Jam Music Group. This increases awareness and income for the record label and their company.This particular video is promoting the record label, Island Def Jam Muisc, which is owned by the record company known as Universal Music Group. The record label , Island Def Jam Music is renowned for having artists such as Rihanna,Justin Bieber,Mariah Carey,Kayne West and The Wanted signed with them.It owns another record label, Def jam, and operates as part of their division. Def jam was founded by a music artist known as Jay-Z.

This video consists mainly of Extreme Close-Up, and Close-Up shots.

This last video promotes the social media website the artist can be contact on by his fans. Jason Mraz's music video, The Woman I Love is based on scenes his fans had tweeted to him. Scenes that his fans had wished to be seen in the video. The Tweets of his fans are also shown throughout the entire video.The last 15 seconds of the video is a promotional still clip of a picture of Jason Mraz's album cover and his website. In the music videos description ,which is below the video on the YouTube website, further information is found relating to the album and the twitter users Jason Mraz's video was inspired by.Also,there is a mention on who the video is directed by,Elliott Sellers.His website is presented there too.

Overall I have covered the specific promotional reasons a music video is filmed to promote.

In summary , music videos can be used to promote the song,artists album, artist,artist themselves,synergy in forms of media or product,record label/company, and the social media networking sites the artist is active in.