WHAT IS THE PURPOSE OF A MUSIC VIDEO?

HANNAH WORBOYS

THREE ARTISTS

This presentation will discuss the purpose of a music video and associated ways of marketing an artist. To provide examples I have chosen three artists to illustrate the points I am making. These artists are;

Psy Taylor Swift The Wanted

WHAT IS THE PURPOSE OF A MUSIC VIDEO?

The purpose of a music video is to further promote an artist/ band. The content alone is essential as it can potentially launch an artists career globally; Psy, Gangnam style. Music videos can be watched through multiple media outlets; e.g. internet (YouTube, Vevo), music channels, downloads, etc. Music videos are also used to visually project the concept and story of each particular song to the audience. This helps the audience to relate to the song both emotionally and aesthetically as they become surrounded by the world that the artist has envisioned. It also gives the audience an insight into the type of artist that they are; e.g. genre, narrative style etc.

WHAT OTHER WAYS ARE ARTISTS PROMOTED - SYNERGYSynergy is when multiple companies come together to advantageously promote an artist. They work together to produce a reoccurring image/ style that can be reproduced and become a trademark for the artist so as to make it memorable and recognisable to the public.

For example Taylor Swift. Different companies worked on her music album, the artwork, her tour poster and the merchandise. But they link together to promote a common theme and portrayal of the artist.

WHAT OTHER WAYS ARE ARTISTS PROMOTED?Artists are also promoted through the use of:

- Social media

- Promotional artwork; e.g. posters, CD/ album covers ect.

- Visual media; DVD’s (movies), downloads

- Merchandise

- Magazines

WHAT OTHER WAYS ARE ARTISTS PROMOTED?

- Tours

- TV appearances

- Radio air time; e.g. music and interviews

- Website

WHAT OTHER WAYS ARE ARTISTS PROMOTED?

WHAT OTHER WAYS ARE ARTISTS PROMOTED?

- Advertisements on transport; public eye

- Using the artists brand alongside advertising a familiar product.

HOW WILL I BE PROMOTING AND MARKETING MY ARTIST?

Understanding my artist will aid me in promoting and marketing them to the intended target market. During this process I will ensure that I emphasise the artist’s own unique personality and style which will distinguish them from other artists. I will need to keep in mind that all marketing techniques will have to be distinctive, brand conscious and planned intricately with the artist in mind. The use of synergy will enable me to further promote across a range of mediums. However the actual production of the music video will need to be entertaining and memorable as it will contribute a large part to an artists success.