Music Video - Q&A

1) What would you consider to be the main purpose of a music video?


A music video, or "song video" is a short film, usually integrating a song or imagery, produced for a selection of different purposes.

There are various reasons that an Artist creates a music video. I would consider the most important reason for creating a music video to be 'Star Iconography'. A music video gives a band a unique essence. It creates a unique style which the band tends to follow, I think this can effect the way people look at a band/artist and the way they listen to their music. For example, Ben Howard's music videos (http://www.youtube.com/watch?v=ADP65wbBUpc) (http://www.youtube.com/watch?v=x8ccDb6n5Wg)
create an empowering sense of natural beauty, with lots of slow pan shots, natural colouring and scenery which isn't too unimaginable so that we can connect with it. His image, especially publicly gives off a very natural own to earth feeling; stylistically he matches this, his clothing sense, what he wears, it's all very brand-less with natural colouring, this is especially visible in his Music video's - this enhances his image towards that whole feeling, especially for me. This is incredibly important, and changes the whole way we listen and look at music. Whenever I think of Ben Howard I am reminded of the way his videos made me feel, which gives him Unique Star-Iconography, a music video is a great way to show your creativity as an artist, and uniqueness as a person.

I think creating your own star-iconography is the most important thing as an artist, Michael Jackson, Kanye West, Beyonce, Eminem all have their own style and this is enhanced by their music videos. Music videos create a persona which you can relate to, in whatever way that may be. 

2) What other purposes for a Music Video might there be?

To create an outlet, allowing an band/artist to reach out, gaining a larger audience, star iconography and revenue - if for example the band/artist created a piece of DJ-ing equipment or a Perfume band, all the people interested in that would find it links back to the band/artist, which is called "extension of outlets"

To give the viewer a sense of visualisation, amplification and illustration. Sometimes it's hard to understand the meaning of a song without help from a video which either illustrates or amplifies the meaning. This helps people understand the messages of the song, and adds layers of meaning which might you might not be able to grasp from just listening to the song.

To become viral, whether through being controversial. For example, Public Enemy, the rap band being extremely political based, lyrically or just extremely unique - this also adds to 'star iconography' and makes them an important movement within music, putting them in the Public Eye. Gangnam Style - PSY is a good example of this - Do we really think that song would of hit a billion views on youtube without the incredibly well marketed video? Videos following this pattern are spread fast through friends and word of mouth. This is key for Marketing. 

To be entertaining, to create entertaining visuals whilst listening to the song. This is quite common, but I do think most music videos are not created purely for this intention, even though it may come across like this a lot of the time. 

3) How might an artist extend their income though having a Music Video?

This is a mixture of all of the above, creating and extension of outlets I would presume to be the largest increase in an income. In the end, extension of income is going to be based on a large amount of factors. Creating a viral video, a controversial video might also increase the likely hood that people will come to their gigs, which is one of the biggest sources of revenue to an artist considering that music is easily obtainable through the net. Another huge source of revenue is MP3 and software like iTunes, which is an increasingly popular method of obtaining music and using music; this is important, and requires the public eye to be really effective. Selling out to other merchandise types  (Dr.Dre Beats, Clothing, TV shows) is also a big form of revenue. Whichever route makes you reach the largest audience base is going to create an extension in income. Popularity will undeniably increase income, and using the routes that I mentioned in the earlier questions. "Star Iconography", "Uniqueness" and "Extension of Outlets" - which would occur later, due to press, publicity from the previous two. 

4) Describe how and why music videos have been used to fill in for bands on tour or when otherwise not available?

'Top of the Pops' is a great example for this, whilst live performances were a common occurrence, there were times a band wasn't available, and using a music video was a great way of making the audience feel entertained.  As I mentioned before, a bands music videos incurred a sense of uniqueness - it would still be if the creativity and essence of the band was still there. For example, Daft Punk music video's on Top of the Pops. 

Another great example, although rather rare is 'The Gorillaz' - the star iconography for the cartoon character creations has become some great that they are used in 3D to become to live band itself.( http://www.youtube.com/watch?v=BdAXIj5QViw)

When a band/artist is unavailable for unforeseen circumstances - either illness or timing. The music video is used to the same effect as in the top of the pops, an experience, not quite as a great but still shared and entertained by a live audience. It's also to include the use of media, such as Youtube (Which has over 100 hours of footage uploaded per minute). You need to be constantly in the public eye or you'll be lost amongst the sea of other artists - when you're out on live gigs, live footage, live videos and videos similar to that will help keep the public interested, and talking about you. 



5) Thinking back through history and presently... how have music videos enabled an 'extension of outlets' (opened up ways to get music out the the masses)?

Music videos, especially through software and social media websites such as 'Youtube' have become increasingly popular, especially in creating star-iconography. Star-iconography links incredibly closely with "extension of outlets". From Madonna's Perfume to Kanye West's fashion and clothing there are has been an incredibly popularity following for "style" and now there are creative music videos, these link in with all other types of outlets. Toys, Posters, Fashion, Clothing and many other outlets. The growing use of technology and sharing increases how quickly the expansion of these outlets can happen - with advertisement and marketing a common place on music streaming websites. Youtube has over 1 billion unique visitors per month, each of them indulging in videos and/or music videos - and again becoming popular on these sites will increase your chances at getting and or setting up external outlets. 

Whilst back before the time of the internet, television and word of mouth and "hard-copy" buying was a measure of popularity, there are now many, faster ways for popularity to reach an artist. Extension of Outlets back in the days of MTV was due to request and popularity. It is similar now, but still, a very different process.