Research: Purpose of a music video

What is a music video?

A music video is the artist’s representation which they are able to attract and entertain their audience by sharing the messages and story laying within the lyrics, usually accompanied by dancing and visual images interpreting the lyrics. This also allows them to promote themselves and lead to sales.


Impact
It creates a visual remembrance for the audience and often an emotional connection which they can reflect to themselves and their lifestyle.
Classic conventions
-An artist appearing
-Setting matching the lyrics and narrative
-Often involves a group of dancers
-Smoke
-Different colours of lights
-A theme
The music video industry and synergy
The music video industry as a whole has a relationship with a number of different other medias and for different purposes.
-Radio (appearances/ airplay)
-TV
-Print media
-Films (Soundtracks) Example – Sky fall, Fast and Furious
-Internet ads (Facebook)
A music video often contains a number of different elements:
-Performance
-Narrative
-Thematic (Gorrillaz)
-Symbolic (Madonna, Michael Jackson, Lady Gaga)



Conventional music video
-Visually stylish- ( Artistic) – Mise en scene: Attract and entertain the audience
-Rhythmic matching pace of the song
-Experimental, yet conventional use of camera/editing
-Fast paced depending on the genre and artist
-Conspicuous lighting and cinematography
-Focuses on the artist
-Mix between narrative and performance. Example (Rihanna we found love) as it embraces the wild love story between two lovers which ends up in a tragic incident. Also includes performance when she’s
standing in front of a wall singing the lyrics.

Audience reception

-Largely created to appeal to a target audience. Its often received well by an audience, sometimes as controversial.

-There is a high demand for music videos otherwise they wouldn’t be created as they are extremely expensive depending on the popularity of the artist as they are more likely to have a higher budget.

- Sometimes audiences can eagerly anticipate the release of a music video. For example Rihana’s (we found love) music videos late release had attracted many audience members and was spoken about a lot.


Technological advancements

                                                                                  
Technological advancements have both negative and positive effects. For example, although iPods promote music videos and make it easier to listen to and expand/ promote the artist the limitations are that it doesn’t promote the music video as you aren’t able to watch it.