Functions of a music video
What is a Music video?
A music video is simply a videotaped performance to a recorded song, containing visual images such as performance, (Dancing, Story telling) and sometimes even text, which interperet the lyrics. it is not a necessarily long video, as most tend to be withing the rang or 3-4 minutes.
A music video consists of many different types of film making such as camera movement, shots, shot types and location. It also consist of a vary of edits, all of which to create a successful music video. they can possibly approach their audiences in different ways. For example, some videos can visualise a narrative to the song, or on the other hand provide a peculiar experience for the intended audience depending on its genre. A music video in a UK Grime genre would commonly use an estate block as a location in the video and would also not hold a narrative, for the purpose of promoting the artist. On the other hand, a pop song can set a visual representation of a strong narrative in relation to the lyrics and beat. however, the intention is purposely to promote the artists as well as entertaining viewers.
The Main purpose of a music video
The main purpose of a music video is to help promote an artist,which is important for the record labels in the music industry as it gains larger audiences and brings in large amounts of money considering ratings of the artist. This is through the selling of albums, tours and other fundemental routines in the careers artists in the music industry.
However, as it is a selling product, it must satisfy its audience. To do this, the video must do the following :
- Make the song in such a way that the viewer can remember the song
- Has to provide a product where the viewer can engage and understand the video through the sound and mis-en-scene. Narratives or unique editing and film making techniques can help achieve this.
- show the talent of the artist through their performance, helping to entrtain the viewer
Without any of the above, artist popularity can decrease and can cause a drop on the income and status of the record label, just for the cause of an unpopular or disliked music video.
An example of a song that shows the functions of a music video Started from the bottom - Drake
On Drakes VEVO, he received 83,330,129 views for this video. This automatically indicates that the video was a success as both the artists and video was promoted so well that it entertained the audience, gained popularity for the artist and helped to sell albums off the record label.
| In this shot, the artists performance of singing and rapping shows his talents and entertains the viewer. It also suggests his status due to him standing in an expensive car. |
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| The male gaze suggested by Laura Mulvey. This engages the audience, particularly male and as it is a scene that does not involve a music background. it makes it unique for the viewer to remember. |
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| Artist performance clear as well as the artist himself. this helps to identify the artist |
On Drakes VEVO, he received 83,330,129 views for this video. This automatically indicates that the video was a success as both the artists and video was promoted so well that it entertained the audience, gained popularity for the artist and helped to sell albums off the record label.
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