a lecture on the purpose of music videos

1. Today
We only have a few hours
Left……
And you still have
SO MUCH WORK
to do.

2. During this lesson
From 13.30 – 15.00
EVERYONE needs to look
@ the purpose of music videos

3. WHAAAAAAAAAAAA
Why are we doing this
AGAIN?

4. I WANT
YOU
TO GET
HIGHER
MARKS
(YES, YOU SPECIFICALLY)

5. Explain
Not enough of you have EXPLAINED the purpose
Brief
Describe (what)
Explain (how)
Reason (why)
Examples
In depth

6. During this lesson
This means
DO work hard for the next
1.5 hours.
DO add more depth, examples
& Explanation to your work

7. During this lesson
DO NOT go on
twitter / Youtube
DO NOT do other work
DEFINITELY DO NOT
sit there chatting,
taking it easy

8. Jack. Mati.
DEFINITELY DO NOT
sit there chatting

9. Don’t make me go
All Takeshi Kitano
On you….
http://www.youtube.com/watch?v=04bZIZDn0jo 0m45s

11. “I love it when a plan
comes together”

12. Music Video Production
PURPOSE,
PROMOTION
& CONTROVERSY

13. Music Video Production
What’s the purpose
of a music video?

14. Music Video Production
1) Revenue generation

15. Music Video Production
The music video is part of the
marketing strategy, a
promotional tool

16. Music Video Production
But what are we promoting?

17. Is it the artist & the single?
How can consumers purchase it?
Shop? Website? Itunes?
what are we promoting?

18. The Single
What’s the purpose
of a music video?

19. The artist & the album?
what are we promoting?

20. The Album
What’s the purpose
of a music video?

21. The artist & the music video?
what are we promoting?
Is the video a sellable product now?

22. The Music Video
What’s the purpose
of a music video?

23. Music Video Production
How else might a music video
promote a song/artist/album?

24. Music Video Production
How else might a music video
promote a song/artist/album?
Controversy!

25. Music Video Production
What is controversy?

26. Music Video Production
Controversy is a disagreement,
in public
ie/ something that causes
conflict between different
people in society

27. Music Video Production
What issues might be
controversial?

28. Music Video Production
Video 1:
http://www.youtube.com/wat
ch?feature=player_embedded
&v=cSVbwwsLPqw

29. Music Video Production
Video 2:
http://www.youtube.com/verif
y_age?next_url=http%3A//ww
w.youtube.com/watch%3Ffeat
ure%3Dplayer_embedded%26
v%3D0BpfydZdTE0

30. Music Video Production
Video 3:
http://www.youtube.com/wat
ch?v=sEhy-
RXkNo0&feature=player_emb
edded

31. Music Video Production
So, why make a music video
that’s going to be banned from
MTV?

33. PROMOTION

34. = PROFIT

35. Music Video Production
Who benefits from extra
promotion?

36. Music Video Production
Artist:
More fame = more money (sponsorship, sales, record
deals)
Record company:
Higher single or album sales = more profit

37. Music Video Production
And what about the other
reason we make music videos?
What about the message, what about expression?

38. Music Video Production
“It's (the video) doing exactly what Rihanna and I hoped
it would do, which is shine a light on the very dark
subject matter...
This medium used to be a great medium of messages...
I grew up in an era of Madonna releasing videos and
sparking controversy. I think most people are wasting
this medium."
Anthony Mandler, Director of ‘Man Down’, June 2011

39. Music Video Production
Controversial videos:
Aphex Twin – Window-licker
Madonna – Feels like for a girl
Erykah Badu – Window seat
Justice - Stress
MIA – Born Free (beware, adult content)
Rihanna – S&M
TATU – All the things she said

40. Music Video Production
Your report should cover all of the following
- Promotional tool
- Extension of income
- More ways to distribute (eg/ music channel, direct
DVD and CD sales, website, download)
- Promotion in / for other products (eg/ films, TV
programmes)
- Different types of music videos (major label,
independent, artist self-produced)