1) Promotion and publicity
2) To make money and increase sales
Promotion:
A music video is a key platform for promotion of the band, song and album. It is persuades the audience to buy the record and raises the audience awareness or profile of the band. Some artists also use product placement, for example Christina Aguilera featured her own perfume line in the music video for "Not Myself Tonight".
Synergy:
This moves the topic onto synergy; artists can promote films, TV shows and products alongside their song and image. It works to the mutual benefit of both the film/TV show and the artist. Examples of this include:
"Skyfall" Adele
Skyfall is the 23rd James Bond film and Adele sang the soundtrack. The song quickly reached the top of the iTunes chart and second in the UK singles chart while the film was the second highest grossing film of the year.
“Robin Hood Prince of Thieves” Bryan Adams
Byran Adams performed this song for the film, “Robin Hood Prince of Thieves” soundtrack album. It spent sixteen consecutive weeks as UK's number one single which not only boosted Adams' audience awareness and profile but also helped raise the awareness of the film. The film managed to be the second highest grossing film of 1991 and Byran Adams' song was
nominated for the Academy Award for Best Song.
“Four Weddings and a Funeral” Wet Wet Wet
Wet Wet Wet covered The Troggs' song "Love Is All Around" for the soundtrack of the film "Four Weddings and a Funeral". It became an international hit and spent 15 weeks at number one in the UK. Costing just under £3 million to produce, the UK film gained unexpected success was the highest-grossing British film in cinema history at the time. It also received Academy Award nomination for Best Picture with worldwide box office in excess of $245.7 million.
“Military Wives”
The Military Wives are formed of wives, partners and service women of British Military personnel. They were originally formed by Gareth Malone on the BBC television show, "The Choir". They perform at major military events and now have a growing 67 choirs in their network.
What makes a successful music video?
There are a number of factors that make a music video successful. The following factors contribute to and/or reflect the success of a good music promo video:
• Word of mouth?
"Skyfall" Adele
Skyfall is the 23rd James Bond film and Adele sang the soundtrack. The song quickly reached the top of the iTunes chart and second in the UK singles chart while the film was the second highest grossing film of the year.
“Robin Hood Prince of Thieves” Bryan Adams
Byran Adams performed this song for the film, “Robin Hood Prince of Thieves” soundtrack album. It spent sixteen consecutive weeks as UK's number one single which not only boosted Adams' audience awareness and profile but also helped raise the awareness of the film. The film managed to be the second highest grossing film of 1991 and Byran Adams' song wasnominated for the Academy Award for Best Song.
“Four Weddings and a Funeral” Wet Wet Wet
Wet Wet Wet covered The Troggs' song "Love Is All Around" for the soundtrack of the film "Four Weddings and a Funeral". It became an international hit and spent 15 weeks at number one in the UK. Costing just under £3 million to produce, the UK film gained unexpected success was the highest-grossing British film in cinema history at the time. It also received Academy Award nomination for Best Picture with worldwide box office in excess of $245.7 million.
“Military Wives”
The Military Wives are formed of wives, partners and service women of British Military personnel. They were originally formed by Gareth Malone on the BBC television show, "The Choir". They perform at major military events and now have a growing 67 choirs in their network.
What makes a successful music video?
There are a number of factors that make a music video successful. The following factors contribute to and/or reflect the success of a good music promo video:
• Word of mouth?
Among critics and music reviews, the music video can gain a small number of views with those that consume this information.
• Newspaper articles/TV reports?
The most common form of "word of mouth" is through newspaper articles like The Guardian. However in recent times, apps and websites such as YouTube prove to be more successful in distributing music videos while allowing audiences to comment and discuss.
• How many times shown on television?
Music channels like Kiss and MTV distribute music videos, in particular MTV is renowned for gaining success for artists. But society has evolved and there are now other, more popular methods of viewing and distributing a successful music video.
• Number of hits on Youtube?
Even more so, in modern times audiences have access to smartphones and apps which makes access to YouTube quick and easy. It is a very popular platform for film, media and music where information is shared beyond YouTube and onto other internet sites such as social media (Facebook, Twitter etc).
• Amount of publicity?
Through social network sites and on TV advertisements, the artist can gain even more success with their music video. Without this publicity, the artist cannot have a successful audience.
• Establish brand identity?
Pop artists like Beyonce, Lady Gaga and Nicki Minaj have an image which has been enforced into their 'brand'. The audience know what to except from a video of theirs which encourages them to watch more as they are familiar with what they like and enjoy.
• Downloads (legal/illegal)?
Although illegal downloads do not directly contribute to the artist financially, piracy is a large market on the internet and many artists actually gain an audience through this method of download. Legal downloads are also popular through iTunes as many people have access to smartphones where they can view and download music on the go instantly.
• Charts?
Very often, the charts are broadcasted on mainstream radio and TV music shows where there is an interest amongst a mass market.
•CD sales?
Although a successful music video both contributes to and reflects CD sales to some extent, I think the CD market has declined as a result of the growth of digital media.
No comments:
Post a Comment