Music Videos are usually made to generate revenue for a record label. Music videos also contribute to the artist gaining recognition themselves and for their singles and albums. They are part of a marketing strategy and used as a promotion tool.
Promotion of a particular song
The music video that I chose for the promotion of a particular song, was Teach Me How To Dougie by Cali Swag District. This song has a dance that goes with it called the 'Dougie' and this dance will help the song gain promotion because when people see someone doing the dance, they will recognise the song that goes with it and know where it came from.
As the chorus of the song is catchy and simple, more people will be able to remember the song and it will be able to reach a wider audience. This simple hook also means that the single is an obvious choice to keep replaying. The person that created the music video decided to include fans into the music video and they were also how to do the dance, this shows us that the purpose of the video was not to promote the artist because we can see that they already have a lot of fans. T
he song was released on April 12, 2010 and has received so much attention since it was released that it now has over 35million views on YouTube and has gone 2x platinum in the United States. The song also reached number one at its peak position in the US HotR&B/Hip-Hop Songs (Billboard). Due to the popularity of the song, various remixes were made featuring artists such as Tyga, Sean Kingston and B.O.B. As these artists are more popular than Cali Swag District, this means that they will have a bigger fan base. Due to these artists being on the remixes their fans will be listening to these and then might go on to listen to the original version of the song.
The message of this music video was for the young people to have fun and take part in the things that they enjoy.The lighting in the video is bright and has a cheerful mood to it, because of this more people from a younger audience will be attracted to the song and video and will most likely share it with their friends and so on, As a result of this, the song will reach a lot more people and gain a lot of recognition. The music video was filmed in Inglewood, California the group's hometown. This shows us how the group are down to earth and acknowledge their roots and want the people in their area to know about their single.
Promotion of the artists album
The music video that I chose for the promotion of an artists album was Thriller by Michael Jackson. This song was taken from his album also named Thriller. As the album has the same name as one of Michael Jackson's singles it will undoubtedly gain recognition from viewers of the single. When the 14 minute video for Thriller was released, MTV showed it twice an hour to meet demands. the music video has been named by many as the best music video ever. The music video for Thriller was very successful and because of its popularity, it sent the album back to number one in the album music chart. The music video was labelled as the greatest music video ever made by MTV on their list, MTV: 100 Greatest Music Videos Ever Made, in 1999.
In the music video, Michael Jackson and his date are seen watching a film in a movie theatre also by the name of Thriller. As the viewers are being constantly bombarded with the word 'Thriller' this will make them remember the name of both the single and the album.
The Thriller album had become the best selling album ever in the space of just over a year and has sold more than 65 million copies worldwide to date. The album won a record breaking eight grammy awards in 1984 including album of the year.
Promotion of a Particular artist
The music video that I chose for the promotion of an artist was Eminem, The Real Slim Shady. The music video highlights Eminem's personality and sense of humour. Eminem introduced himself to the world through this song and one of his alter egos 'Slim Shady'.
Eminem showed viewers what he thought of stereotypical pop songs by parodying them in the music video. Most of the music video is filmed in a psychiatric ward which could show new Eminem viewers that he may be slightly crazy. Other well known celebrities also feature in the video, including Dr. Dre, D12 and Kathy Griffin. By adding these celebrities into the music video a lot more people will have found out about Eminem because of the celebrities fans. They were used as a promotion tool to help promote Eminem as an artist. Eminem gained attention off of this single because he insulted various celebrities in the song. These celebrities include Britney Spears, Christina Aguilera and Will Smith. Eminem would of course gain recognition for doing this because not many people knew who he was and why he would be dissing people with more success than him.
The Real Slim Shady was Eminem's first song to reach number one in the UK and also got to number four on the Billboard Hot 100. This was his biggest hit up to that point. There is a scene in the video in which Eminem is in a factory where they are making clones of him, this shows the audience how he is different to a lot of other rappers and is able to stand out. With the lyrics of the song, Eminem made them offensive because he knew that he would cause controversy and therefore his song and album would gain publicity.
Promotion of and synergy with another media product
The music video that I chose for this promotion purpose was Eminem, Lose Yourself. This song is the lead single of the movie 8 Mile. As a result of the song being on the film, fans of the film will be able to find out about Eminem and the single also his fans will be able to find out about the movie so in turn, the song and the movie are promoting each other.
Eminem wrote Lose Yourself on the set of 8 Mile during breaks. The song was also recorded on the set of the movie in a portable studio, recording all three verses in one take. The song is about the character B-Rabbit from the movie also played by Eminem. The song was also included in the trailer of the movie, this would encourage more people to view the trailer because Eminem's fans would want to watch it as he is a part of it.
Lots of scenes from the movie are featured in the music video for the song so this would encourage the fans of Eminem to go and watch the movie. The song had received so much attention and recognition from being on the movie that in 2003 it received the award for the best video from a film. It also won a grammy award for the best rap song and best rap solo performance in 2004. The songs popularity makes it the most successful single of Eminem's mainstream career. It also won an oscar for the best song in 2003.
Increase income for the record company
I chose Drake's Started From The Bottom video for the purpose of the income for the record company. The song was released in 2013 on digital download under the label OVO Sound and other labels. Drake and his producer founded the label in 2012.
The label is often linked to the image of an owl and just the letters OVO which stand for October's Very Own. Throughout the video Drake and the other people in the background can be seen wearing t-shirts with the OVO owl on them and Drake also wears a chain with the owl on it. There is also a huge billboard in the video with the owl featuring on it. Lots of people associate the label with the owl so when they see it in music video or on people's clothing they will know that it's from the record label. This use of product placement in the music video will make the viewers remember the symbol of the OVO owl as its constantly being shown to them, this would make them know where its from.
As a result of people knowing about the label through the iconic owl, the record label will receive a lot more recognition. Drake is one of the most successful and popular rappers today so by releasing this video, mentioning OVO throughout his music and releasing OVO merchandise Drake would be raising the profile of the record company. Drake managed to sign four other artists to the OVO label within three years, this would significantly increase the income that the record company would make as these artists had nine releases under the album to date. The biggest name that Drake signed out of these four was PartyNextDoor, who also has a huge fan base which in turn would also gain the record label a lot more popularity.
Increasing the range of media an artist is active in
Another way to promote a music video is by increasing the range of media that the artist is involved in. The music video that I chose for this type of promotion was Big Rich Town by 50 Cent. People that watch the music video will instantly recognise that this came from the TV series.
This song is featured in the opening credits of the TV show Power in which 50 Cent co-stars in, co-created and he is also the executive producer. 50 Cent is typically known for being a rapper but is showing people that he has other talents such as acting. As this song is featured in the opening of the show, people that watch it will know that its from 50 Cent. Although 50 Cent promotes the show through his song, the show in turn promotes his song. The name of the song, Big Rich Town is one of New York's nick names.
In the opening credits of the series Power, the song is being played in the background. Throughout the opening credits images of New York can be seen in the colours of black and white. This same city can also be seen in the background of the music video. The colours used in both the music video and the opening credits have both been cold colours and lighting. This use of lighting can be to highlight the type of show that Power is which a crime drama show. This is also shown when during the music video, the scene changes from 50 Cent to parts of the TV series. When this happens in the video, all of the scenes are really dark and lack lighting.
In conclusion, through the music videos that I have chosen you can see that there are several reasons why they are made. They are mainly made to promote either the artist or their album so that they gain popularity.
Bibliography
Jackson, M. (2016) ‘Thriller (Michael Jackson album)’, in Wikipedia. Available at: https://en.wikipedia.org/wiki/Thriller_(Michael_Jackson_album) (Accessed: 28 September 2016).
Songfacts® (2016) The real slim shady by Eminem Songfacts. Available at: http://www.songfacts.com/detail.php?id=1210 (Accessed: 28 September 2016).
Shady, T.R.S. (2016) ‘The real slim shady’, in Wikipedia. Available at: https://en.wikipedia.org/wiki/The_Real_Slim_Shady (Accessed: 28 September 2016).
Songfacts® (2016) Lose yourself by Eminem Songfacts. Available at: http://www.songfacts.com/detail.php?id=2524 (Accessed: 3 October 2016).
Lose yourself (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Lose_Yourself (Accessed: 3 October 2016).
Another way to promote a music video is by increasing the range of media that the artist is involved in. The music video that I chose for this type of promotion was Big Rich Town by 50 Cent. People that watch the music video will instantly recognise that this came from the TV series.
This song is featured in the opening credits of the TV show Power in which 50 Cent co-stars in, co-created and he is also the executive producer. 50 Cent is typically known for being a rapper but is showing people that he has other talents such as acting. As this song is featured in the opening of the show, people that watch it will know that its from 50 Cent. Although 50 Cent promotes the show through his song, the show in turn promotes his song. The name of the song, Big Rich Town is one of New York's nick names.
In the opening credits of the series Power, the song is being played in the background. Throughout the opening credits images of New York can be seen in the colours of black and white. This same city can also be seen in the background of the music video. The colours used in both the music video and the opening credits have both been cold colours and lighting. This use of lighting can be to highlight the type of show that Power is which a crime drama show. This is also shown when during the music video, the scene changes from 50 Cent to parts of the TV series. When this happens in the video, all of the scenes are really dark and lack lighting.
In conclusion, through the music videos that I have chosen you can see that there are several reasons why they are made. They are mainly made to promote either the artist or their album so that they gain popularity.
Bibliography
Teach me how to Dougie (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Teach_Me_How_to_Dougie (Accessed: 28 September 2016).
16MichaelJackson— (2016) ‘Michael Jackson’s thriller (music video)’, in Wikipedia. Available at: https://en.wikipedia.org/wiki/Michael_Jackson%27s_Thriller_(music_video) (Accessed: 28 September 2016).Jackson, M. (2016) ‘Thriller (Michael Jackson album)’, in Wikipedia. Available at: https://en.wikipedia.org/wiki/Thriller_(Michael_Jackson_album) (Accessed: 28 September 2016).
Songfacts® (2016) The real slim shady by Eminem Songfacts. Available at: http://www.songfacts.com/detail.php?id=1210 (Accessed: 28 September 2016).
Shady, T.R.S. (2016) ‘The real slim shady’, in Wikipedia. Available at: https://en.wikipedia.org/wiki/The_Real_Slim_Shady (Accessed: 28 September 2016).
Songfacts® (2016) Lose yourself by Eminem Songfacts. Available at: http://www.songfacts.com/detail.php?id=2524 (Accessed: 3 October 2016).
Lose yourself (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Lose_Yourself (Accessed: 3 October 2016).
OVO sound (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/OVO_Sound (Accessed: 3 October 2016).
Started from the bottom (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Started_from_the_Bottom (Accessed: 3 October 2016).
(No Date) Available at: https://en.wikipedia.org/wiki/50_Cent (Accessed: 6 October 2016).
Power (TV series) (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Power_(TV_series) (Accessed: 6 October 2016).
(No Date) Available at: https://en.wikipedia.org/wiki/50_Cent (Accessed: 6 October 2016).
Power (TV series) (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Power_(TV_series) (Accessed: 6 October 2016).
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