Music Video: Purpose

Music Video: Purpose

Understanding the Purpose of Music Videos

  • Music videos exist as visual accompaniments to a particular song or piece of music.
  • They are significant in the promotion of the artist or band, the song, and usually, an album.
  • They provide another platform for the musician’s creative expression, extending beyond just the audio.

Music Videos as Advertising Tools

  • Music videos are vital marketing tools in the music industry. They aim to attract radio play, improve sales and increase downloads and streams.
  • They provide a platform for artists to establish or enhance their brand image and gain wider recognition.

Artist Promotion and Image Evolution

  • Through music videos, artists can shape their public image and characterise their music style and personality.
  • They allow artists to show their evolution or transformation over time. This is particularly evident in artists changing their image or music style between albums.

Music Videos as Storytelling Medium

  • Music videos often serve as a narrative representation of the song, allowing the artist to tell a story.
  • Imagery, symbols, and on-screen action can express the song’s themes, messages or underlying meaning.

Cultural and Social Influences and Commentary

  • Music videos can reflect, comment on, and influence social and cultural trends.
  • They can hold significant cultural value, incorporating specific motifs, symbols and imagery to represent a culture, societal issues, or political views.

Music Video Production

  • Music video style, theme and production choices can enhance the song’s mood or theme.
  • Budget, desired impact, and target audience shape the choice between live performance, concept, or animation videos.

Evaluation of the Impact of Music Videos

  • To evaluate music videos, consider audience interpretation and how effectively the video promotes the artist and song.
  • Consider the balance between the creative expression and the commercial motive, and the impact on the artist’s brand and the music industry overall.
  • Reflect on how the music video contributes to, and reflects, broader societal and cultural trends or issues.