Functions of a Music Video

P roduct Placement - the use of product placement in music videos helps to fund the budget of the music video. A great example of product placement in a music video is the Justin Bieber duet with Mariah Carey singing 'All I Want For Christmas Is You'. It features extensive shots of Justin Bieber looking at buying the Nintendo 3DS!

B ond with fan base- a music video strengthens the connection with the fans and artist as well as expanding a fan base with new fans. Performance based music videos also highlight this idea and allow the audience to feel more involved with the artist/band. A good example of this is a 'Let Her Go' by Passenger. It is a good example of you as an audience having an insight into 'band life' with the behind the scenes clips- allowing the audience into the bands 'personal' life. 



A ppeal to Audience- it is also important for the artist to make the music videos promote them in the right way depending on the target audience. This may mean that the band will have to change their image as their original target audience grows up and they are left with a different target audience this is clearly demonstrated in the band Paramore. Looking at there earlier work with songs such as 'Misery Buisness' there style is very unique punk rock and demonstrates a moody girl with an almost negative appearance and attitude.

This music video portrays Hayley Williams as an almost aggressive teenager with a lot of attitude. However because of there original audience growing up andbecoming disinterested in their music, they began to realise that they had a new, younger more 'innocent' target audience evolving. This caused a dramatic change in the bands style and music. The band image itself has become alot less intimidating and more friendly for a younger target audience as well as providing an appropriate role model for their new target audience.

This new music video presents Hayley Williams as a new character, by not sexualising her at all and setting the music video in a dream house for the new young teen target audience, with a princess bedroom and a large house to roam in! I love the concept of this music video, putting interesting scenes that do not directly link to the lyrics of the song but more to the mood and tempo of the song. I feel the styling of Hayley Williams is perfect- toning down her usual punk image by using pastle colours and keeping the lighting natural and not 'bleaching' like on previous music videos. This is the type of styling that I would like to use in my music video. 

O pportunities to be seen- before the first music channel (MTV) was running bands had to appear on live television and perform, but the introduction of the music channels allowed artists to have different platforms at getting 'noticed'. There was less pressure on them to perform live. It helped Madonna when she was a new artist to have a 'fast pass' into fame, it made her achievements a lot, faster, than if there were no MTV. Musicians also began to realize to importance of music videos and this then gave rise to many more imaginative music videos.

A wareness- music videos enabled artists to get noticed with interesting music videos, it also allowed there fans to see different sides to artists and to make them feel more involved.

Ok Go - Here It Goes Again

Ok Go have used a concept based idea where they take an idea (in this case dancing on treadmills) and putting it with the song. The idea has no relevence to the song however because it is unique and so different it promotes the artists personality etc.

This music video was a low budget production and is something anyone could do! The unique idea sells the music video by making it stand out from anything else. The natural lighting used in this music video makes it very real to life and as if they have just walked into a gym and filmed it!

Taylor Swift Music Videos

Taylor Swift demonstrates a narrative based music video technique in most of her music videos. It is a great way to link your music with a story, making a mini movie based on music! I love this technique and it is something that I would like to use in my music video.

 

Taylor Swift- You Belong With Me

 

This music video demonstrates a prime example of the Narrative approach to a music video, it directly links to the lyrics of the song and also adds a storyline that demonstrates her target audience throughout the music video, from the normal teenage bedroom with clothes and mess everywhere but somewhere where she is able to be herself and go crazy, to the idea of teenage prom and the hype of it is also very typical of the target audience, Prom is the big event in their lives.

Where it all began....

Bessie Smith 1929
Bessie created the first ever music video and shows a basic representation of what we see today.Bessie Smith - St. Louis Blues She shows the way a low budget music video can be effective in representing the artist, as well as the story line of the song.

Frank Turner displays a similar approach to a music video as Bessie Smith, focusing on the performance and a low budget music video. Frank Turner - I Still Believe
I love how simple and involved these performance based music videos make you feel. It's as if you know the artist and the band!

Introduction

Hi!
This the first blog I have ever created so I hope you guys like it! My task is to plan, research and develop a music video of my own, it should be great fun and I can't wait to start the filming and editing process! To start I must investigate the promotion of music, especially through music video's... guess this means I have an excuse to watch many music videos in my free time! I am really excited to get started on this project and love how creative I can be with making the music video!