The purposes of music videos
To promote a new music release:
A record label may make a music video as there is a chance that the artist could end up going viral from the video being put on the Internet and well known in loads of other countries so the record company gets more money, making a music video also raises awareness to the audience that the artists new album or single are going to be released soon, making the audience more interested at the prospect of the next album or song, this also allows the artist to tour in different countries. An example of this would be Justin Bieber who will be touring and visiting places like Austria, Portugal, Switzerland, Sweden and many other places.
This is has a positive impact on the artist as the better known they get the more likely they are to get awards for their music and to make more money from it, they can also tour in a lot more places because they will have fans all over the world. This leads to a positive impact on the record label as the more times people watch the video online and download it the more money they will make. This is also good for the audience as they look forward to seeing the artists next song are likely to watch it repeatedly, especially if they are a fan girl.
To create a visual representation of an artist:
An artist may create a visual representation of themselves as they want to be seen in a different light as they had previously been seen in the press and it also allows the artist to be seen without them actually performing. The visual representation also allows the artists to show off their style by how they dress and act in the video, for example they may act crazy in the video and wear little clothing or very weird outfits, the visual representation also means that the artist can reinvent themselves if they really want to. An example would be Lady Gaga who is known for her crazy videos, in this video she wears different outfits at the beginning she is sitting in a chair wearing razor blade glasses, then at 0:32 she is climbing out of a white coffin that has monster in red letters on it. The video also goes on to Gaga in the bath but is pulled out and her clothes are ripped off her, then nearer to the end she is dancing provocatively in white lingerie.
The visual representation would have a positive impact on the artist as they will be seen as they want and not what people think they should be like and how they should act because they can decide this purely for themselves. This would also be good for the the record label as the crazier the video the more likely people are going to be interested in watching it, giving the video more views meaning the artist is doing well. This is also good for the song and the audience as they are likely to go up because of the amount of people who will watch it even if they do not like this type of music.
The visual representation would have a positive impact on the artist as they will be seen as they want and not what people think they should be like and how they should act because they can decide this purely for themselves. This would also be good for the the record label as the crazier the video the more likely people are going to be interested in watching it, giving the video more views meaning the artist is doing well. This is also good for the song and the audience as they are likely to go up because of the amount of people who will watch it even if they do not like this type of music.
To extend the play ability of & provide additional income from a song:
A record label will be looking at things they can put in a music video that will give it frequent play on music channels and on the Internet, it will also after the release of the song/music video the artist will stay in the public and the music sales will go up, they also have royalty payments from the music channels. Once the videos are uploaded to websites like YouTube they are allowed to put adverts on there and every time someone clicks on the adverts the record label gets money for it. This video would have extended play ability as the video could be seen as provocative as she is wearing little clothing and many other women dressed in leotards and netted tights showing a lot of flesh.
This video had a lot of play ability because there was a lot of controversy behind it and people found it scandalous, however this song was played on channels like MTV, 4 Music and Viva it was also played on YouTube. This is good for the artist as the more plays that they get the more money they will make and they will get a cut from the overall money with the rest going to the record label, this means it has a positive impact on the record label as they will make more money. This will also have a positive impact on the song as the more hits it get the higher it will get on the charts which will also get the artist in the audiences eye for longer because the song will be repeated more often.
This video had a lot of play ability because there was a lot of controversy behind it and people found it scandalous, however this song was played on channels like MTV, 4 Music and Viva it was also played on YouTube. This is good for the artist as the more plays that they get the more money they will make and they will get a cut from the overall money with the rest going to the record label, this means it has a positive impact on the record label as they will make more money. This will also have a positive impact on the song as the more hits it get the higher it will get on the charts which will also get the artist in the audiences eye for longer because the song will be repeated more often.
To create synergy (business tie-ins) with other media sectors:
A record label may create synergy with other media sectors like TV or movies to make them better known and it increases the awareness of both institutions at the same time, it also allows the artist's to enter new sectors of the media industry. The synergy also means that if the movie does really well then the song will be played more often and the artist will get more recognition than they already had. The video shows parts of the movie for example the beginning of the video shows Pitbull locked in a cell and a girl comes and frees him, it then jumps to clips of the film and then back to Pitbull who is having dinner in a restaurant with the girl who saved him. The a fight breaks out in the restaurant but the made it look as though the film and song are going on at the same time, due to Agent J and Agent K are involved in the battle as well.
This has a positive impact on the artist, which means that even if they were already known they would be more well known than they were before, it is also good for the artist because if they wanna go into acting they have a better chance now that they have already collaborated on something. This is also has a positive impact on the record label as they are likely to get more recognition as a artist they have signed will get more attention and they might catch the eye of other big artists who may want to be signed to them. This will also be good for the audience as they are more likely to watch their favourite artist in a film and if they have a song for a popular film then they are likely to watch the credits in a cinema when they are usually shown.
To be art in their own right:
The record label may make a music video very memorable, sometimes its more than the song and it has a completely different meaning to song in some cases. The videos are also usually very unique and they tend to create a story or narrative across the video that they may not get through the song. For example in Jessie J's video Nobody's Perfect the video starts with a shot of a creepy/haunted house and a voice in the background giving it a spooky feel to it keeping the audience intrigued, the video then goes on to show fast paced clips of people having fun and then it shows Jessie J and a voice over saying "look in to my eyes". The video goes on with Jessie going into different rooms and experiencing different things like a room full of clocks and then a room with lips signing on screens behind her.
This has a positive impact on the artist and the record label as they are trying to show a story which is likely to get the audience to watch the video more to try and figure out why they have that in the video, so this makes the artist more interesting and it also has a positive impact on the song as the more its watched the higher it will get on the charts and the more people are likely to buy special edition CD/DVD's to see the video often.
The record label may make a music video very memorable, sometimes its more than the song and it has a completely different meaning to song in some cases. The videos are also usually very unique and they tend to create a story or narrative across the video that they may not get through the song. For example in Jessie J's video Nobody's Perfect the video starts with a shot of a creepy/haunted house and a voice in the background giving it a spooky feel to it keeping the audience intrigued, the video then goes on to show fast paced clips of people having fun and then it shows Jessie J and a voice over saying "look in to my eyes". The video goes on with Jessie going into different rooms and experiencing different things like a room full of clocks and then a room with lips signing on screens behind her.
This has a positive impact on the artist and the record label as they are trying to show a story which is likely to get the audience to watch the video more to try and figure out why they have that in the video, so this makes the artist more interesting and it also has a positive impact on the song as the more its watched the higher it will get on the charts and the more people are likely to buy special edition CD/DVD's to see the video often.
