MUSIC VIDEOS
What Is A Music Video?
A music video is a short film which plays at the same time the music is playing in the background. There are loads of different types of music videos which all have different purposes. For example, some music videos are made to tell a story and will therefore follow a character. However, some aim to just look nice and will therefore feature expensive items and people dancing. Obviously, there are many more types.
History Of Music Videos
Video killed the radio star broke the birth of music videos back in 1979 when it was the first video to appear on MTV. This changed the future of music as this led to more and more artists also making music videos. However, different artists went for different styles at their own.
Purpose Of Music Videos
There are many different reasons for artists to create lot of music videos. For example, It could be done to create an image for the artist, to help promote the artist, to make more money, to help get exposure for music channels, Tie-ins and many more.
Producer Strategy
In this section will be the different strategies used by producers in order to help artists and their team gain more attention and hopefully make more sales.
Controversy
By making a controversial music video, you have a high chance of getting more attention as you will most likely have many people that could disagree with the views put out by the video. However, although some people may disagree with it, this video will most likely be spread around more and therefore gain more attention. 'This Is America' is a great example as many people had mixed opinions which allowed it to gain a lot of exposure.
Entertaining
Also, there are many entertaining music videos. These are used as they can be very memorable and satisfying for the viewer. This is seen in 'bad guy' by Billie Eilish as the music video is filled with bright colours and patterns which catch the audiences attention.
Thought Provoking
Another strategy is by making the music video thought provoking. By doing this, not only are you raising awareness, but you are also more likely to gain fans as you are seen supporting a good cause. This video by Lil Baby has gained a lot of attention as he speaks about a huge topic and the video consists of real footage from the riots and protests.
Demographic
Finally, another strategy would be to just target their demographic audience. This is very common as it is easy and gains the attention of their fans. This is seen in 'Happy' as the video consists of children and many people smiling and dancing, spreading positivity.
Type Of Videos
Performance
This is when a music video consists of the artist actually performing that song live. Therefore, I picked this song as it include many clips of them performing live.
Narrative
With this, the video usually follows a character throughout some sort of journey or experience. With this example, not only do we follow a character, but Joyner Lucas also describes the emotions and raps about the story line as if he was the character.
Interpretive
An interpretive music video is when the lyrics of the song can be replicated to be shown with what is happening on camera. This can be similar to a narrative music video as they can both tell some sort of story. For this, I have used ' Lemme Freak' by Lil Dicky. He is a comedy based artist and therefore tends to make his music videos funny by making jokes or inappropriate and awkward situations happen. This song is a great example as everything he raps happens on screen in some sort of way which is very entertaining.
Animated
Animated music videos are very popular and have been for a very long time. However, because of the growth in technology, more and more are produced everyday. The main two types are CGI and stop motion. For my example, I have chosen this Juice WRLD song ' Righteous '. This music video starts as normal but then transitions into an animated fight scene which looks great in my opinion.
Pastiche
A pastiche music video is where the artist has taken inspiration and ideas from another piece of media and used it in their own work. For this, I have used Polo G's ' Wishing For A Hero '. This song and video take great inspiration from Tupac's song ' Changes '. However, unlike some parody's, this is all done in a respectful way.
Homage
Similar to Pastiche, a Homage video is where the music video is basically all about a certain thing, either a show, film or more. For this, I have chosen Polo G's ' Martin & Gina '. This is a good example as the video consists of him recreating an episode of Martin.
Parody
parodies tend to be less common in the music industry as they are usually made to make fun of a particular song and artist. For example, this parody of 'Hello' is mainly done to make fun of how over dramatic the song is. These tend to gain a lot of attention as people find them funny and can cause some potential arguments.
Label Strategies
Different label strategies are used for many different reasons which all include some negatives and benefits.
Major Label
Artists using the major label strategy is fairly common as it gives them a much greater chance of a better produced video as they will have a whole crew for each department. However, the biggest downside to this would be the amount of money it would cost.
Independent Label
On the other hand, some chose to go with an independent label for many reasons. The main reason would be how much cheaper it would be compared to the major label. Also, because there is less money, they tend to be more creative which gets attention. However, these are more risky as the producers could only specialise in a specific genre of music.
Self Produced
Finally, some artists may chose to ignore both and produce the track themselves. This is very risky as they have to do a lot more work themselves rather than get a professional. The main benefits of this is the money that they would save and also the control they would have over the project. A very well known artist who often uses this method is Kanye West. He is known for his creative rap songs in which he has self produced many of them.
Conclusion
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