2. The purpose of a music video is to express a message through different types of music
genres. Also, it promotes artists, bands and tracks. Examples that show the purpose of a
music video is that it can make the audience more aware of the artist, shows appearance,
have more publicity to the artist and show the artist close up throughout the music
video. It can also how the artist is expressed throughout the music video, so the way the
artist might dress or how they sing in the music video.
An example of a successful music video...
Rihanna ft. Drake "Work"
This music video was released on 22nd of Feb 2016, which now has 678,302,134 views.
Both artists have also made previously other music videos which have also millions of
views. Furthermore, the music video is modern so more people enjoy to listen to
modern music such as hip hop and pop.
PURPOSE OF A MUSIC VIDEO
4. This picture from the music video, Work by Rihanna and Drake, shows people dancing and shows
present and modern hip hop. Also, dance movements that are used in rap and R&B are shown.
This picture shows how a music video is being made. You can see the cameras that record the artist or
band playing the song and is then later edited to make the official music video.
MUSIC VIDEOS
5. When an artist or band makes a music video and the audience like what they
are watching or listing to, they will want to listen to more songs and then later
want to buy an album so they would have all of the artist’s or band’s songs. This
will help with the artist’s album sales, it can make the fans want t o buy albums
that the artist will put all their song onto and then they can make more money
from a product that they have made for their audience.
MUSIC VIDEOS
6. Representation can be used in a music video, which can make the audience stereotype the music video. It can also
show the audience the artist's reality but is not the audience reality, which makes the fans to want to be like them
and want to have similar lifestyles as the singer.
For example, in the music video, Tyga – Make it work, it shows how he lives his life. Cars, money and clubs are
shown as examples throughout the music video, he is trying to show the audience his reality and share a message, so
then the audience can follow it.
In relation to the artist:
• Aware of the artist.
• Appearance.
• Publicity.
• Close up of the artist.
In relation to the record label:
• Logo/name.
• Connections to other artists.
• Featured artists from other labels.
REPRESENTATION
These three images are from the
music video ‘Make it work’ by
Tyga. It shows his lifestyle and
wants his fans to his his reality
and shows close ups of his face to
show his audience.
7. Promotion of the artist can be useful towards the artist because it can help
advertise and show the audience the way the artist presents themselves in the
music video. For example, in the music video called California Gurls by Katy
Perry featuring Snoop Dogg, it shows how she is dressed in numerous outfits and
how she even has another artist in her music video which helps promote the
song even more so that her fans and his fans can listen the song and get even
more fans and raise the views. Also, promotion of the artist can show the fans
the way the artist is advertising themselves, so the artist can show how they dress
and act so the fans will idolise them and want to see more of the artist’s songs
and follow them.
PROMOTION OF ARTIST
8. The promotion of the record labels is important because it can make an artist more popular or gain more fans because they have either
made songs with other more famous artist than them or it can make their songs and company expand more. Also, if a famous artist
makes a song with another srtis, they will gain more followers and expand their fan base. Examples of songs that show artist singing
with one another are, Rihanna featuring Drake, Tyga and Chris brown and Sia featuring Sean Paul. However, famous artist can also use
their record label to discover make non-famous artist and make them grow and become like them in the future, for example, Justin
Bieber discovered a singer called Madison Beer, he helped her make a song and soon after his fans followed and listened to her music
videos which she now has grown her own fan base. Promotion of record labels is important because it can show the audience how an
artist can be popular with other artist and make songs with them which can lead to more views on a music video they produce together
which will help both the of the artist gain more fans and show other artist that they could make a song with them too.
The image on the left, show Justin Bieber and Madison Beer, who he helped her become an artist and shows them in a studio which
they could have been making a song. However, the two images on the right are music videos from two different songs, It show how
their are two famous artists featuring in one of the artists music video, this shows that their audience will grow and more people from
one of the artist will watch the other artist in the music video and may follow them too.
PROMOTION OF RECORD LABELS
9. Album sales are necessary to an artist because
their fans will want something that contains all
of their favourite artist's songs and can buy
more when other new hits are made by the
artist. The artist could also make a part 1, 2 and
3 songs that link to other song which will lead
to the fans buying the parts and wanting the
album, this will increase the population of the
artist and help make more of a profit. An
example of a famous album sale is, Eminem.
Eminem’s album “Recovery” was the best
selling album of 2010 worldwide, and Eminem
had two of his albums in the top five selling
albums in 2000. The image on the left, is all of
Eminem’s albums that his has made recently
and previously in his whole career as a rapper
and songwriter.
ALBUM SALES
10. Laura Mulvey is a British feminist film theorist. She came up with a theory which is called, “Male gaze”, in 1975.
The “Male gaze” theory suggests that using women as visual pleasure for the male audience. For example, a music
video called, Anaconda by Nicki Minaj. This video represents the theory of male gaze and because the music video
mostly contains women it attracts more men to watch it and even sometimes women, because they may feel that
they have to look and act like the other famous women in this industry just to get a man’s attention. Moving on, the
male gaze can also be used in different media platforms such as movies and magazines, but it is mostly used in
music videos. The reason why music videos may use the male gaze theory is because, it can gain them more views
and if more people are watching the video, then they will want more and want to see other videos that the artist
might produce in the future. Finally, the audience will idolise them and be a role model to them.
I have included three images below, that shows and represents how the male gaze theory is presented. The male
gaze theory can be used in many media platform, the two images on the left are from music videos and the one on
the right shows a woman in underwear on a magazine.
MALE GAZE THEORY
11. Synergy is the release of a brand (or product) across different media platforms.
For example, Harry Potter, they have made books, movies, animated films, soundtracks, magazines and video
games.
An artist that has used synergy is Eminem.
Eminem has played in numerous movies, is a song writer, created a show, owns a radio station and also has a record
for his achievement in rapping.
Media institutions use synergistic techniques to increase their brand’s image and expand their target audience. Also,
making money from different platforms.
The two pictures on the left are the Harry Potter synergy and how they have produced different media platforms for
their brand. Also, Eminem has done similar by using synergy and has made a shoe and was in a film as shown on the
images on the right.
SYNERGY
