Generally a music video is only so when used for promotional purposes. A music video will provide a form of visual entertainment though a short film in order to entice an audience to purchase the song featured in the video as well as being used as a way of advertising the artist to them, ultimately in order to gain extra revenue for them and the company. It works as a product advertisement in which, unlike most common advertisements, the audience can actually experience the product because they are listening to the song.
The MTV channel was originally created to help stream artists' music videos to a wider audience. Nowadays YouTube mostly provides this through channels such as 'Warner Music Group' and 'Vevo' which have received over 5 billion views with their top subscribed channel alone (RihannaVEVO).
Another reason for artists to use music videos is as a promotional tool for themselves or for the album the song is coming from. In the same way the audience is given an experience of the product, that being the artist or album. For example PSY's video for 'Gangnam Style' promotes his album of the same name not only by using the same song name as the album, but also by featuring a scene referencing to the album cover by looking similar to it and at the end of the video showing the actual cover.
Product placement is also an common purpose for music videos. it involves featuring a company's product within the music video to help advertise it so the artist and record label can make some extra revenue from them. Owl City used product placement to help promote the film Wreck-It Ralph in their music video for 'When Can I See You Again' by using a similar video game theme as the film and sections of scenes from it.
No comments:
Post a Comment