In this report, I will be discussing the purposes that music videos and how they been consumed by audiences of today.
As Music videos have become popular in the modern era, there have been many ways to watch music videos and these concepts and ideas have evolved over time. The concept of the use of the CD's were mainly used in the late 90s, and the early 2000's. As technology progresses younger audiences and modern day audiences are able to consume music videos through things like the internet, by using platforms like YouTube and Music Video websites such as Vevo. These services nowadays are popular as they receive the most views on the internet, an example to suggest this is Luis Fonsi’s song “Despacito” has received the most views on YouTube, giving the artist more and more popularity and make it so that it not only engages a certain audience, but also creates a secondary audience, that would then increase the number of views, soon making a platfrom rise to fame. An example would be Psy’s Gangnam Style thanks to the video’s popularity it soon made Youtube the number one place where artists can post music videos and have confidence that they receive, enough views to gain a following , as well as generating a revenue.
This allows people to now see videos on the go on any device the user wants meaning that in terms of access, by doing so these services have been able to bring in a wider audience and, generate more profit for things like premium subscriptions allowing users in that audience to have anything a normal user would. In addition, nowadays audiences are able to watch events and performances live via streaming capabilities that now allow users to carry these acts out. Meaning, that there are many ways due to technology that enable a user to watch videos more efficiently. Furthermore, in order for audiences to listen to music, there are streaming services that allow people to listen to music on the go on any device examples include, Spotify and Soundcloud. Back then in the 90’s music videos were mainly televised and later were used making DVD’s in the early 2000’s and now in modern day (as aforementioned), we now have the use of the internet to watch music videos.
Over the last few years, music videos have helped music record company gain income and have generated revenue mainly through means of advertising, on platforms, as well as generatinga viewer count that would then help then generate profit for both the artist to share this generates profit through a certain amount of people viewing the video. For example if a video on Youtube has hit a certain amount of views then the channel artist will receive a generated revenue from the platform, if a video hits around 20,000 views on a video the artist, can consider to have money being generated. An example of this would be Taylor Swift’s music video “Look what you made me do”. As of its recent release the music video was able to gain a massive count of, 586 million views on platforms such as YouTube. Furthermore the teaser for the music video, had 4 million views on the site. This would end up bringing Taylor and her record label a profit, of $868,000. Furthermore the money would be split between the artist and the record label. Whereas Ed Sheeran’s song “Shape Of You” received a total profit of, $5.62 million, some of the profit generated from the video and lyric video themselves. In addition artists may have already directly generated a profit themselves and have got themselves the income. Record labels often generate profit a lot more than standard artists do when a music video has been released. Record labels will generate profit and with that money, they will then split the profit between the people who have brought the music video together. Examples include producers, actors, editors and the artists. Music Videos mainly generate income for record labels through, engaging techniques, this includes things such as, having a narrative (story) within the music video. This is mainly done to gain some exposure to audiences, and help them expand on their fanbases. Normally the bigger the fanbase the more income is most likely going to come. For example, the song “Scream” by Michael Jackson and Janette Jackson managed to generate a profit of, $10,834,025.
Furthermore, artists also own their own record labels, benefit by distribution in many countries that push forward the idea of, advertising. They can be used as outlets to distribute their own music more efficiently and have more of an advantage, as record labels can be seen as an international business. This means that, record labels can generate more money.
Music Videos can be used as prime methods to promote a song that an artist has. These methods are often successful as the audiences, feel involved in the music. An example of this would be Luis Fonsi’s Despacito, by using a music video as well as a platform as popular as the internet, an artist is going to gain a following that may generate them enough profit. As if an artist hits a certain number of subscribers then they can generate profit. However, in terms of promotion, Despacito was known as the most watched music video of 2017. By giving it this title, it meant that this song was later, spread and watched by many people giving the song, around 5-6 million views on Youtube and one of the most liked videos at around 30 million. This gave the song the publicity it needed as well as deserved, by methods of advertising music videos are the most effective, as they convey a feeling that can be felt by audiences, both primary and secondary audiences.
Music videos can be used to promote an artist’s album this an example could be an ongoing narrative within the music video. An example of this could Disclosure’s songs Jaded, Omen and Holding on. These three songs host a narrative that involves the audience. By using a narrative, audiences that aren’t into that specific type of music, could then eventually be enticed into the music and may seek pleasure from watching the experience first-hand and therefore may want to continue listening to their album.
Labels as well as artists, use synergy in a music video, to generate revenue as well as publicity for promotional values. This mainly works both ways as the primary media form will take publicity from it. An example of this would be, “Bumps Gonna Goose ya!” by Jack Black ft. Malik Forte. This music video is used to promote the movie “GooseBumps”, starring Jack Black. By using a music video it meant that the video as well as the artist (in this case is Jack Black) will gain a lot of publicity, due to extra promotional material. Another example of this would be Adele’s Skyfall from the movie 007 Skyfall. By using promotional soundtracks both sectors of media are aiding one another, when it comes to promotion.
The use of promotion in a music video is a good way of convincing an audience to consume a certain brand. An example of this would be Gangnam Style where PSY is where there is a car parked up promoting the car brand and model. Another example is Drake’s song Hotline Bling where the brand of clothing he wears is something that is pricy and is something that fans may want to wear due to the fact that they wish to be like their Idol.
References:
1. Uknown . (Uknown). Music Videos become more popular and more revenue is generated. Available: https://www.billboard.com/articles/news/magazine-feature/8006801/music-videos-grow-important-revenue-streams-directors-adjust. Last accessed 6/11/2018.
3. Coy Janderu. (Uknown). Unbelievable music videos . Available: https://www.ranker.com/list/best-movie-tie-in-music-videos/coy-jandreau. Last accessed 7/11/2018.
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