LucasSaturn Teach

Music videos are produced, with the sole purpose of being a commercial product that people can interact with. “Official music videos are still one of the most important tools for establishing the brand aesthetic” (Billboard, 2018)[1], and as such, other commercial products will follow a single style and tie the entire brand together, leading to people associating a certain style with a certain artist, getting content into public awareness, along with revenue from word of mouth sales. In addition to sales, revenue gained from music video streaming ads is another source of income. Finally, music videos can give another method of purchase, as some songs are available as both singles, and music videos, from online music stores such as iTunes (such as the song “Winning” from the Pet Shop Boys).

Music videos are “videos containing music”, usually one produced to “promote a pop song” (Collins Dictionary, 2019)[2]. It is because of this that music videos are often referred to as “pop promos”; a promotion video aimed at promoting a popular song. The pop promo term was coined after The Beatles in 1966, promoting their song “Rain”, which was a double A-side that also featured “Paperback Writer”. This idea was expanded on with Queen’s “Bohemian Rhapsody” in 1975, that expanded on the idea by introducing a plot structure and narrative into the music video. This release, and its immense success, solidified the format of pop promos.

In terms of promotional reasons for music videos to exist, it is another form of advertisement. Promotional content means to bring awareness to, or to advertise a product. It gives a potential audience another avenue to find the content via. A song only can be played via the radio or via streaming services, whilst a music video can appear in areas such as on TV, or online video sharing sites such as YouTube. The music video can also tie into a separate media product, such as a film or video game, promoting both itself, and a related product. Different outlets have different audiences, from websites, to Spotify, to iTunes, they are all used by different users, and give the band promotion to new audiences.

Synergy is the idea of strategically synchronising the release of different media products. Synergy arises “when the combined effect of media activities is greater than the sum of their individual effects on consumers” (businessscienceuk, 2016)[4]. This means that movie studios can make more money, if a spin-off product, such as merchandise or songs, can be sold alongside a main media product, usually a film. Although it is a larger upfront cost to produce different facets of media, the investment can lead to a larger return on investment. An example is from the movie “Top Gun”, where the song, “You Take My Breath Away” hit number-one “on the Hot 100 Singles Sales” (cs.odu, 2019)[4]. In this case, both the movie and song performed better together, due to the synergy between media.

Synergy related to both major record labels and independent self-produced artists. Major record labels can afford to fund millions of dollars-worth of related products, leading to an even bigger success. Independent artists can attempt new synergy media products and be creative with how they advertise and show off their media, giving a unique flair that nobody else has.

Any related media product can be boosted by music videos and using the idea of synergy. Some music videos are only produced to advertise new albums from the artist. However, other media products, such as films and TV programmes, can be tied-into the music video, leading to both the media products advertising one another. Stage musicals can use music videos as another means to advertise their product. Other products can also be promoted using music videos, from video games, to toys, to even clothing and food.

The internet has become the primary way of consuming music videos. Websites such as YouTube provide music videos for free, in exchange of advertisements on that media. With half of the top 10 most subscribed channels on YouTube being music videos, this shows the amount that is being consumed on the internet (SocialBlade, 2020)[5]. This means that not only are they more accessible, but the music artist can take a larger cut of the advertising revenue if independent. Traditional methods of viewing music videos still have a place in market, for instance. Viewing music videos on TV is still a large part of the market, where they mostly air on TV channels based around music and music videos. Some music videos are available on disc-based media, or for download on services such as iTunes.

Currently, people watch music videos via online formats. If somebody wants to own their own copy of the music video, they will download it through a player such as iTunes, where they have a digital download of the music video. However, the most popular way currently is streaming over the internet, whether through YouTube or through Spotify. This means there are no downloads required and is convenient for viewing. Viewing of music videos have mainly moved over from TVs and physical media, to streaming over the internet to a mobile phone or tablet, as these are now the most convenient methods of watching video.

Visual media, along with its technology, have changed over the years since the first pop-promos. Technology has become a lot more accessible, with cameras being affordable for even a general consumer, meaning that independent artists can create their own music videos. This means that within the music market, more independent music is possible, along with more independent music videos with smaller production teams.

In conclusion, music videos are now more accessible than ever to produce. Different styles and genres allow videographers to create their projects within a category, and ensure it fits with the music track itself. There are many conventions of music videos, in terms of how they are produced and what messages they convey. Finally, many differing techniques are used to create a certain theme within the video portion.