TO SELL THE SONG
The purpose of a music videos is to sell the artist and see
what he has to offer for the purpose of promoting one’s self and music. before
music videos where used to draw audiences in they used to be adverts for the
song and lyrics itself which challenged consumers to purchase an artist song in
which promoted it, music has taken a whole new direction as it has deviated
from its true meaning and purpose as no one cares about the actual lyrics/song
but however only care about the music video (visual aspects that are appealing
and interesting) nowadays music videos must have the visualising aspect in
order for it catch the consumers attention. music from the 80's was when people
went to purchase an album of their favourite artist, unlike what we get now are
just playlist or a collection of different singles from different artist in
which consumers are able to get access to the song without paying resulting in
loss in revenue for the artist.
PROMOTING THE ARTIST
Another purpose of a music video is to sell the artist, that’s
why in music videos we see artist present performing in some sort of hyper
reality which is totally far from what they are actually are because they are
trying to build an image which we the listeners or their target audience will
buy into, for example in most RNB or hip hop songs the artist are branded with luxurious
things and women but if we follow their day to day living their lives aren’t
actually like that we find out that their lives in the music video has been exaggerated
to sell or portray a particular image to the listeners or their target audience
and this image that they create is what people actually buy into, if Beyoncé isn’t
as glamorised in her music videos as much as she is no one would want to pay
and come and see her at any of her shows, so music video brands the artist and
promotes them and also creates a public image which the public actually buy
into sometimes rather than their music.
EXPOSURE AND EXPANSION OF THE ARTIST
Exposure for any new artist is very important, music videos
also serve the purpose of helping the artist to expand their skills and also
their audience for example demi lava to relied a song with an action movie sort
of music video to it, she has successfully been able to expand her audience to
those that like action movies and also she has been exposed to new skills,
which will help her in the future, also music video gives artist the exposure
that they need once they get into the market.
TO SELL THE SONG, INVOKE A REACTION FROM THE AUDIENCE
In some cases music videos serve the purpose or allows
artist to re brand themselves in order to appeal to a different target audience
or expand their target audience in the same time selling their song to them, for
example mealy cirrus re branded herself in her music video from been that young
respectful country girl to a more urban youth with the will of rebelling and
sexual appeals she has done this to obviously re brand herself and target her
new audience as her old audience has grown and she had to grow with them and
also to invoke reaction from the audience every was shocked and people spoke
about her for weeks and months even till this particular moment people still
talk about her been shocked she could make such a very sexual music video which
was totally different to what she used to do before.
TO GIVE AUDIENCES A BETTER UNDERSTANDING OF THE SONG
Most of the time music videos are trying to explain the,
lyrics of the song in order for the audience to have a better understanding
make others been able to relate to the music itself, most of the time the music
video reflects the lyrics of the song making the song very literal for the
audience or the viewers to understand. In order to achieve these moss t music
videos use a narrative style of making music videos to do relate to the lyrics
there by telling the story of the song in a more visualised way which sometime
is the actual reason why some people actually buy, stream or download a
particular song or in rare cases albums.
PRODUCT PLACEMENT
Product Placement is designed to sell and promote the
products of the individual companies in which is usually embedded into a music
video. Product placement is basically seen everywhere not just in music videos
but on TV, billboards, newspapers, magazines etc. It’s known as an advertising
technique used by companies to insure the promotion of their own products
allowing more awareness of that product. When product placement is used with an
extremely well known artist it also makes the product more known by giving it a
wider audience increasing its awareness. Promotional for music and album
promotion of an artist’s music or album is highly important for the success of
that product, so the music video
SYNERGY
Synergy refers to when two or more forces intertwined to
work together in creating a greater outcome than the individual outcome. So it’s
basically how you can promote linked products across different mediums
available. It is like product placement as it is different type of approach
designed to sell products of individual companies as well as promoting them in
the process.
PROMOTION OF FILM
Usually music videos are used to promote and create
awareness of a certain film. This is when a song is made for the soundtrack of
movie. There will then be a music video made which will feature scenes from the
movie showing them as one. People who like the song will then watch the music
video and see the scenes which will inform them about the film and essentially
sell it to them (it essentially promotes both film and sound track, leading
back to synergy) .
PROMOTION OF FESTIVALS
Promoting festivals is another reason music videos are in
existence. Festivals often make music videos to advertise it which aims to get
people interested so they buy tickets and therefore the festivals make money
through ticket sales. These also promote artists which may be featured in the
festival and if the audience decide to go to the festival, it may increase the
fan base of certain artists.
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