The Purpose of Music Videos

This essay is to discuss the purpose behind music videos along with a small history of them. In 1941, a jukebox that plays short videos along with music was introduced and used in the USA. This then led Hollywood to explore the idea of films with music. It wasn't until 1962 when British television invented a different form of music television. Shows like shows Top Of The Pops which became extremely popular and where most people started listening to music. It was Queen who made the first proper music video, with Bohemian Rhapsody, which went on to become one of the most popular music video as it used many special effects. Artists then began to copy this idea and produce their own videos.

One of the main reasons for music videos is for the promotion of the artist and song. To increase the promotion, the artist can have some sort symbol in their video which relates to them. This is shown in a music video by Demi Lovato called Get Back. Though there's not particularly a clear shot, her name is written on the drum kit in clear red writing.

Music videos are also used to promote a director or a film maker, and give the audience a taste of their style. It also helps boost promotion for the director and if successful, it could increase work for them. As well as being an artist, Demi Lovato directed her first music video for her song Made In The USA. It does well for promotion as she is featured in the music video. It's her first piece of directing which could further help her promotion by showing she's not just an artist, but also a director.

Artists have different images in the way they present themselves, so everyone of them is unique. Each will use different ways to present themselves from kookiness to sex appeal. The most mainstream artists, like Lady GaGa, Beyonce and Katy Perry use sex appeal in their videos and this is because they can afford controversy.

However, independent artists or those just starting out may not have the budget to create such a risqué or 'over the top' music video. Instead, the artists will use a less range of shots and will most likely star in it themselves for promotion. These are artists like Cimorelli and Tyler Ward.
Both mainstream and independent artists use Youtube, a popular online video sharing space, to publish their videos. They may also share them on MTV channels and Viva, both very popular. 

As their are many easy places to share music videos, anyone can produce their own music video along with their music, online. For some lucky people, this can help them get started in the music industry and cause great success. An example of this is Cimorelli, who started with covers and now have their own music videos. Although there are many advantages to self-producing, such as creative control and free distribution, there are disadvantages like lower budget and limitation on resources.

There are, however, some artists who make music videos simply to create art and visually pleasing pieces of work. These are likely to be not as popular and have less of a chance to make it on prime time TV as they are not mainstream.

When an artist's song is played, they recieve payment which is known as royalties. This also applies to when the artist's music video is shown and watched, although it is hard to decipher when it is watched.
This is because there are so many outlets in which people can watch music videos, therefore an estimate is made. Mainstream artists are likely to receive more royalties as they are popular and make the charts, unlike alternative musicians.

Media Outlets are places where we are able to view and share music videos. These are often sources like:

• Music Video TV - MTV, VIVA, 4Music
• Internet (video sites) - Youtube, Vimeo
• Social Networking Sites - Twitter, Facebook, Tumblr
• iTunes 
• Radio - Radio 1, Kiss, Heart
• CDs/DVDs

There are advantages and disadvantages that come with the ever growing media outlet sites. Although it means there are more platforms to show your work, it also means more competition. It is also hard to be creative any more as people will have thought of different things already. Piracy will increase therefore hard to gain money from it.

The idea of synergistic marketing is when an artist or their company allow other companies to use their image and name. This can be for merchandising or films. An example of this is the One Direction. One Direction have recently had a film out called This Is Us, along with appearing in the Nickelodeon show iCarly, their songs have been feature in various popular soap operas like Eastenders and Coronation Street. Their name and faces have been used on a wide range of products such as make-up and nail varnish which is aimed at their target audience. Another artist who is much like One Direction film and merchandise wise is Justin Bieber. 

The people who benefit most from synergistic marketing are the artist and their recording label. This is because the artist gets a lot of promotion out of it, therefore their music sales increases. 

In my opinion, I believe music videos are so popular because they are entertaining and give the viewer to link the artist to.With the growth of media outlets to watch music videos on, I believe the popularity of music videos will rise as the access to them will be easier. The sustainability, however, could fall once another method better than music videos is introduced in the future.