Purpose and Conventions of Music Videos

The purpose of Promo Music Videos:

• Promotion – This is when a music video is used to sell a song and invoke a reaction so that the audience remembers the song as well as expanding a better understanding of the song. Music videos also entertain and show off the artists talents, idealizing them more which creates more ‘hype’ enabling more CDs, DVDs and downloads. Marketing for the purposes of exposure and expansion of the artists profile and more money for the record company.
• Extension of income – This is when an artist is remembered long after the song is released, mostly because of the music video which still is bring in money and also the artists profile will improve. Artists may also release videos for songs, not in the charts as part of a bonus to bring in money from their loyal fans. Beyoncé is well known for this to get her name out there further.
• Extension of outlets – In the past, music video would be shown on tv show such as MTV top charts. Now-a-days, music videos can be viewed on various outlets such as DVDs, CDs, the artists website and via download facilities. Producers will aim to make the music videos accessible to fans on as many platforms as possible to maximise the number of hits and raise the profile of musicians and creating a wider audience.
• Synergy – A synergy is when 2 areas of media work together which both help other advertise. This occurs when an artist’s song is featured in the soundtrack of a movie or show.
• Producer’s strategies – Major Label: Main purpose is to sell music and artists as a product leading them to domination within the music industry. Companies work with YouTube and use adverts before to create revenue and expand audience. Independent Artists: These are artists signed to small record labels or are independent and have less budget than major labels but solely produce the videos to increase interest in their music. Artists/Self-produced: Have almost to none budget but have much more control on the content of the video. They use social media as a wat of reaching new audiences and creating ‘buzz’.

The codes and conventions of music videos:

In music videos, the codes and conventions are broken down into 2 sections, Technical, in terms of filming and editing and Symbolic being facial expressions and body language (mise-en-scene). There are common feature that every music video should have, however can vary depending on the genre. For example; in a slow song, close ups and high angle shots to reflect the sadness and pace of the song as see in ‘Skinny Love’ by Birdy. Whereas lots of wide shorts when band/singer is shown and have faster shot durations. Close up are normally used at the beginning of a video when introduction various ‘characters’ involved. The costumes and props used will be relevant to the music as well as the lyrics. In rock music, colours will tend to be darker and props will be mics and guitars but fashion can change in pop songs depending on time of year and trends during the time of release.

There are 3 aspects of a music video, these are:

• Narrative – When a video follows a story line, commonly fitting with the lyrics of the song. They can be either linear (start to finish) or fragmented (jump around through the story). This technique allows the artist to connect with the audience and their song as they can relate.
• Performance – This is when an artist(s) are on a stage or set to sing their song throughout the music video. This isn’t as common as narrative based videos as it could be deemed harder for audiences to relate and understand.
• Concept – When a music video is based around a single idea which is usually unusual and symbolic to the audience drawing them in. Although this may appeal to a niche audience, it gets the video spoken about and keeps people entertained and looking at what is going on, whether they like it or not.

Andrew Goodwin’s 6 features of music videos: Dancing in the Distraction Factory, 1992.

1.   Music videos demonstrate genre characteristics, e.g. stave performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop.
2.   There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying and contradicting)
3.   There is relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
4.   The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. (a visual style)
5.   There is frequently reference notion of looking (screens within screens, mirrors, stages) and particularly voyeuristic treatment of the female body. 
Voyeuristic: relating to or denoting sexual pleasure gained from watching others when they are naked or engaged in sexual activity.
6.   There are often intertextual reference (to films, tv program, other music videos etc.)