This document analyzes the purposes of music videos and discusses how they benefit artists, record labels, and audiences. It provides examples of how One Direction uses music videos and other strategies to promote their music and tours, extend their income through merchandise sales, expand their audience reach through different outlets, create synergies by involving themselves in various media projects, and how their producers help advise and promote their public image and new releases across social media platforms.

1. Music Video Purposes Analysis
Provide an explanation in relation to
benefits (promotion, extension of income
& outlets, synergy opportunities and
strategies used by producers to benefit
label and artist)
Provide any research evidence you can find that supports explanations of benefits for
artist, record label and audience
Promotional When artists and the company they’re
with need people to know about a new
song or tour they need to promote by
advertising it. Most artists will release a
single from an album before the album
comes out. This is so the album will get
sold, letting the people listen to 1 song will
get them to buy the album because they’ll
want to listen to more. For example one
direction released a single ‘Midnight
Memories not long ago, but shortly after
their album got released.
Whilst one direction was on the Jonathon
ross show they tell everyone about their
tours and new albums coming out soon.
Millions of people would have been
watching that show at the time so a lot of
people would have remembered
everything they said about tours and
albums and would have bought a ticket to
see them on their tour or bought their
album. They would also perform at the end
of his show, one of their new songs
usually. This is a great way to promote.
Another way of promoting is including
advertisement on YouTube, either at the
side or at the start of some videos.
The first picture is one direction with Jonathon Ross and other Celebs appearing on his
show.
https://www.youtube.com/watch?v=esH8OQqE3fE
The Second picture is an advertisement on YouTube, promoting their new single.
https://www.youtube.com/user/onedirectionchannel

2. Music Video Purposes Analysis
Extension of
income
Extension of income is to do with things
that are being sold by the artist
themselves; this increases the amount of
money they make. Their albums bring in a
lot of income but a way they make more
money is by selling a variety of
merchandise. For example they have their
own website that tells tops, mugs, phone
cases and much more. All of which have
their logo ‘One direction’ on, if not their
brand name then one of their song or
album name. A lot of fans will buy items to
show that they listen to them. When they
do that they are also advertising for One
Direction, other fans will see the item and
want something.
This is an example of some of the items they sell of their site.
http://www.onedirectionstore.com/
Extension of
outlets
Extension of outlets is to do with where
the items are being sold, show or
distributed. One Direction can expand
their audience as it will increase the way
songs can be assessed. This includes the
internet, TV and DVD’s. If a fans like or
share a video on social networking sites,
the video can then be viewed by their
friends. Usually a music retail shop such as
HMV sometimes sell a bundle of items
such as DVD’s, CD’s, wristbands and tops.
This will let fans become aware of all the
other items they could buy.
This is an example of a HMV give away, a bundle of different items that One Direction
have brought out.

3. Music Video Purposes Analysis
Synergy Synergy is connecting marketing and
distribution of media across a wide range
of platforms. One direction brought out a
film called ‘One Direction: This Is Us’ fans
will have watched this film; they use their
music for the soundtrack which will
promote their music also. They will have
made money from acting and from the
soundtrack. They can get themselves lots
of money involving themselves in different
ways in the media.

http://www.imdb.com/title/tt2515086/
 This is an example of their film on IMDb, it tells you everything about the film including
the soundtrack, cast and the storyline.
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Producers
strategies
One Directions producer will want their
public image to be great and to be able to
bring them as much success as possible.
They will advise them on what interviews
they should go to and advise them on what
to say when answering questions.
Producers try to help them out as much as
they can to ensure they get what they
want and they’re happy with everything.
They also do their best to promote any
new albums / merch that are coming out.
Social media is a big part in this because
their record label, producers and even
they will use it to promote things, making
it beneficial for everyone.
This is an example of One Direction using Twitter to
promote their products.