The purpose of making a music video is to sell the song for promotion and trying to get an reaction from your target audience so they will remember the artist through the promo in which they will remain as a fan of their music. There is a way to try to do this is by entertaining your target audience in the music video because they will know the artist through their talent of singing or even rapping but if the artist shows their other talents like for example: dancing or acting, the video will become more interesting to watch visually rather it looking boring and plain. An good example of this music video is Drake's Hotline Bling where it was released in 2015 which it got around 946,381,581 million views on YouTube which is close to billion views alone and would appear later on his fourth studio called Views in 2016 but the main reason why it went viral through social media is because he was dancing in the video where millions of people around the world were creating memes of him and many famous people were creating parodies at the same time.
Promotional for the Artist
When it comes to promotional of the artist, it is very important that the music video is made in which they will gain some future success for both of the label and the artist that is working with them in general who is possibility up and coming or even self-produced as they want to gain more popularity, getting a bigger fan-base and being signed a major/indie label if the music video gets the audience talking about the up-coming/unsigned artist through the use of word of mouth. An good example of an artist talking about their new song/album on a talk show is Travis Scott going on the American Radio show of Hot 97 where he talks about his new album of Birds In The Trap Sing McKnight.
Exposure and Expansion of the Artist
The whole exposure of any artist is very hugely important when it comes to having a music video because it will show the target audience of the artist's image although the image that is created is fake due to the hyper-reality but including the expansion of the artist is extremely important as they can gain more money and endorsement deals from famous company's like for example: Kendrick Lamar has endorsement deal with Reebok which in the deal, he is allow to create his own version of the trainers and sell it to the general public.
To sell the song, invoke a reaction from the audience
For some music videos, the sole purpose for any artist from major to self-produced is to promote themselves because it allows them to create an image for your audience to jump into the hyper-reality and by creating an social media account so your fans can follow of what you do but not only that, the artist will be able to gain exposure so people will be talking about as it is going viral through the social media so an example of this music video that invoked an reaction from the audience is Nicki Minaj's Anaconda which is an single from her 2014 album of The Pinkprint she is twerking her bottom and showing her body within the video to ignite an reaction from the audience which it allowed to go viral via social media due the twerking which it is a dance that woman would do to impress the men.
To give the audience a better understanding of the song
Very often, music videos are made to create a meaning within it because there is a use of visualisation in which it is creating the image for the artist through the audience will believe the hyper-reality although it not real but sometimes for songs, it has an deeper meaning to the video as the artist is trying their point across to the audience which are going to watch it for the first time if they create an narrative in the video for an abstract effect. An good example of music video that does have an good understanding the song is Rudimental's Waiting All Night where it tells a real life of BMX Champion and Actor of Kurt Yaeger which it shows his recovery from having his leg being cut off.
Product Placement
Product placement is where you are selling or even promoting another company's product where the audience may possibility be see it on the music video that has been released in which the major label use this in the way that they gain more profit although they would need to ask the company if it can seen within the video for which there needs to be an agreement between both sides but if the artist uses the product without asking for permission then it is possible that the company could sue the major label for using the product. An example of a music video that uses product placement is DJ Khaled's Do You Mind which it was promoting the new alcoholic drink of Ciroc Mango, Beats Headphones, two Gucci bags and the e-cigarette of K Galaxy as well.
Promotion for music and Album
When it comes to promoting of artist's music or even their album, it is regarded as extremely important because it needs to be successful when it comes to selling the product to the public, so the music video will need to be remembered by the target audience that the artist makes the music for, so they will go back to the artist to listen to them again or there is a possibility that they might forget of them in the near future. An example of music video is promoting the music and album at the same time is Kendrick Lamar's Alright which is off his recent album of To Pimp A Butterfly because not only that the song is positive, the album has dark and light concept in terms of the subject matter being told.
Synergy
The definition of the word Synergy is where two products are combine to make a music video in which it is used as platform in different areas give it more success but it could be a soundtrack for an film that is getting promoted because they must have contacted the artist to allow the film get notice more. A good example of this is Linkin Park's song New Divide which it is one of the soundtrack was made and promoted the film of Transformers 2: Revenge Of The Fallen which it released back in 2009.
Promotion of Film
For music video, the song is made to represent the lyrics through the visuals which the modern era audiences are interested more of the visual representation rather than the soundtrack being heard. Although for some music videos, they have an artist to make a video where they would some visuals from a film to create a short film or even have narrative being seen like for example: Whitney Houston made a music video for a single 'I will always Love You' for the soundtrack from the feature film of The Bodyguard.
Promote festivals
For the last decade, festivals and world tours have become very important to the artist mainly because they can get a wider exposure and possibility and even a bigger fan-base through having new fans and old one who have been following that particular artist from the beginning when the artist started to make music but the reason why the audience would care is mainly because just say for example: if the artist is actually performing that particular festival in the location like London, then it is possible that the artist's fan-base would go on the festival's website to go and see them in person.
Opens up new markets
A music video allows opens up brand new markets for the artist and different record companies which it sells the song by promoting their image and by the use of synergy, it creates a bigger fanbase with the use of print and digital media due to the change that the general public consume media today. So it does increase in outlet of YouTube to becomes more likely for the song being heard more by the audience who are watching the video for the first time which in a way, it becomes more successful in the near future when it does go viral on Social Media although these new markets can include endorsement as well. An example of a video that does this is Coca-Cola and the artist of Rita Ora worked together to launch their brand new and improved Coca-Cola Zero with Zero Sugar.
Generates new market for Record Company
With different major labels of Universal, Sony and Warner Music Group will use music videos that is created by the production crew to create an wider extension of income from the track that the artist made because they want it to be accessed through different outlets like for example: on YouTube, an advertisement that is seen in the music video will get the artist $2 for every 1000 views which it is a use of monetisation which it is a way of making money. So this will allow the artist's image to go viral but most of the money will go to the major label while the artist will get 10% of it and an example of a music video has generated an new market for an record company is LMFAO's Party Rock Anthem where it has been viewed 1,206,850,475 on YouTube as it went viral through the choreography being seen in the video.
Selling an Image
The artist will often sell their image or even their looks mainly because they would want to keep up with the audience and their fans at the same time since today with music videos, the modern era of our audience are more focused with the visuals representation of it rather than the soundtrack that is being used to promote the song. A clear example of the artist selling their image is Miley Cyrus when she released her video of Can't Be Tamed in 2010 where she was trying to move away from the Disney days of Hannah Montana but in this video, it appeared that she was in the process of changing her image so it allowed sales of her music to go up and the song becoming even more successful.
Bibliography:
https://herewardmedia.wordpress.com/2014/02/09/unit-29-music-video-production-1-purpose-of-a-music-video/
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