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.