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.