The promotional stage of a Music video is very fundamental aspect due to the fact that through this we are able to form the picture of exactly who the artist is as well as determining the success of the Music video. This is also important in the aspect of maintaining the image of an artist as whenever their appearance or style may die out, through using a music video as a promotional tool we are able to continuously grab the attention of the audience through fresh ideas shown through music videos, show off the artists talents, for the exposure and expansion of the artists product and profitable purposes.
An example of the use of a Promotional tool in terms of an Artist would be Beyonce - Whom is one of the Queen's in the Music industry is definitely an example of this. Beyonce grew up in a very Christian background with a very sweet and loving persona which revolved around the sweet sound of gospel songs such as 'When Jesus says yes' or even through her various 'Gospel Medleys' within the group Destiny's Child.
However, When she grew up and became much more prominent in the music industry, Most key and faithful fans would remember her humble beginnings as the dramatic style of her music recent music videos have meant that those aspects are key due to these dramatic changes. I believe that changes made by her Record label who signed her led to these changes in order to make her stand out among other artists which is shown through the difference in her singing Gospel Melody to her newest album 'Lemonade' in the song 'Formation' where the music video is very contrary to these sweet ideals of Beyonce which were changed in this music video to the 'Sexy' Beyonce which is a very strong feminine figure. Through this music video, we are able to note through the language used in the music video which even involves swearing and quite explicit clothing and more sexualised behaviour therefore showing her development as a tool and how her music videos have also been used to show a timeline of this change whilst also exposing and promoting more of Beyonce to the world.
Extension of Outlets
In order for music videos to be able to progress, be published and increase in popularity, there must be various outlets in which the music is available for the public to be able to listen and download. These outlets have become very much popular within our days therefore allowing them to expose their songs to fans(the audience) as well as be able to get their name out there. As shown, these have definitely developed overtime as previously Music videos would have been aired in TV Shows for example Chart Shows or Shows such as MTV which isn't a channel anymore but is still used as a platform to increase the sales of artists through the playing of their music videos and songs.
An Outlet which is an example of an Extension of Outlets is YouTube is from an internet sensation
This often works on the basis of paying given Artists on the basis of their views which they get on their videos and often promotes artists as well through adverts and even a trending option.
MTV aforementioned, was a Cable channel previously however now is much more of an online platform which promotes and broadcasts Media products and Music videos. This predominately changed music videos in the sense that I can definitely say that it was the birth of Music videos through which Music videos were much more exposed to new techniques and ways of editing for instance Cutting to the beat and also a better quality of shots.Other extension of outlets also include Spotify and Itunes which enable downloading of music from fans which is profitable because it enables them to the audience to download the songs on MP3 format and listen to the songs over and over again which increases the likelihood of them going on further to watch them in music videos and also the extension of income as there will be more views on the song.
Major/Indie/Unsigned Record Labels
Record Labels also help to aid the purpose of music videos simply because through record labels, artist(s) whom are usually signed to these labels are able to produce products of high quality for instance Music videos. Through these record labels, Artists are also able to have their music videos or songs produced as well as the management of tours and merchandise handled by the company in order to promote them.
Record labels often vary in their popularity however here I would identify that the focus would be Major record labels. Major Record Labels are fundamental in the growth of a music artist and essentially guarantee that everything which they produce is of high quality. Some Major record labels include Universal Music Group, Sony Music, Warner Bros. Music and these are just some of the major names amongst many. These companies are the ones which are often highly recognised and who's high budgets of money enables them to nurture upcoming artists as well as manipulate videos and products in order to capture the minds and hearts of many therefore benefiting both the artist and the record company in financial terms very well. An example of a Major Record Labels work would be Sony Music and the artist Future, who is a recent Rap sensation which has blown the streets with his hard hitting music and visual sensation. Sony would probably pay millions in order for him to have the facilities to produce music as well as publicity of his music as well as him as a person through billboards, magazines and things of such sort which not only benefits the artists are they are much more well known thus open to more opportunities however Record labels also benefit from this as they are more likely to have more artists want to work with them.
Indie/Unsigned Record labels often refer to labels which still do the same work as Major Record Labels engage in however in a much smaller scale due to their funds and work much more independently due to the money gap in comparison with Major Record Labels which often have much more tools to be able to breakthrough properly. Artists who are signed to Indie or Unsigned Record Labels are often less likely to go unnoticed or not given as much attention as those who work with Major Record Labels which may be a downfall however there are many success stories such as Stormzy who isn't yet signed to a Major record Label however is a Grime Sensation and I do also believe that through working with Indie or Unsigned Labels, artists are also much more inclined to build real and personal relationships with people who have the same aims as them and do not just have financial intentions.Synergy
A Synergy is defined as a collaboration or work partnership between two companies or institutions who work together in order to promote one another's work as well as support eachother's work which is done in order to cause a greater effective than both institutions have as individuals - in this case, this may involve an Artist and a Brand which is presented to the audiences which both companies tailor to.
Collaborations have become very frequent these days and often range between things so for example it may between An artists and various types of companies ie Food, Clothing, Sports Brands etc or much specifically with Music videos, it involves a Music video working together with a Film therefore allowing the song to promote the film and visa-versa.
An example of this is 'See You Again by Wiz Khalifa Ft Charlie Puth'.
Through this music video, we are able to see that the collabortation between Wiz Khalifa and Charlie Puth in order to produce this song which was a key asset to the film 'Fast and Furious 7' simply because not only did the success of the film reignite knowledge of the artist Wiz Khalifa and shed light to Charlie Puth but we were able to quickly identify the two artists and the song produced with the Film and what it denoted therefore making more people being inclined to connect with the Fast and Furious Movie as they engaged with the song therefore bringing success on both sides.
Aforementioned, the fans of the movie will enjoy watching short clips from the movie whilst listening to the song, making them want to buy the song and listen to it again separately. Similarly, fans of the band will want to listen to them perform but once they see the various clips from the movie will want to book tickets to the cinema to watch the full thing. Therefore, synergy is an effective way of boosting two companies popularity/revenue/gross etc, here both will benefit from their simple collaboration with each other.
Extension of Income
There are many companies which pay for Artists to publish their content on outlets such as Youtube, Itunes, Spotify etc in order for audiences to be able to engage with them either online or offline.
Through this, artists are able to increase in popularity as they available to download or listen to; this therefore increase exposure of the artists as their name is spread amongst audiences as well as the fact that their song is much more played in public. Extensions such as Youtube which as previously mentioned, pay in accordance to the number of views which an artist(s) may get is very profitable as it enables artists to be able to move onwards and upwards especially considering the popularity and size of this platform however platforms/extensions such as DVD's or Itunes are also a great way of promoting the artist and gaining income as they are able to gain profit through sales of their music and albums if any as the playbility of the music is increased and the audience are much more able to enagage with the artist.
This has however increasingly become a problem as due to the fact that these extensions of income which enable downloads on a high demand, this has also led to the emergence of Illegal Downloads through illegal means and illegal websites which aid this. Although copyright laws have been introduced and there have been calls for tougher rulings in this department, this does essentially affect Artist(s) and their respective companies income as this means people are less likely to pay for or purchase content or material where there are websites or platforms available which enable them to make 'Free' downloads of content which would otherwise be paid for.
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