Music videos have been around in entertainment/the media since the early 1920s and throughout the small story being told in the duration of the video, or even a combination of all three.
There are a range of different music video purposes in modern day media. Each purpose usually has a different method of expressing their method of promotion. This can usually be mad clear by how the artist names their music video song, uses visuals to These purposes consist of:
1. Promotion of a particular song
2. Promotion of the artists album
3. Promotion of a particular artist
4. Promotion of and synergy with another media product
5. Increase income for the record company
6. Increasing the range of media an artist is active in.
Promotion of a particular song
When it comes to promoting a particular song, a music video may use different techniques in order to do so compared to the other methods of promotion. The purpose of this form of promotion is to make a particular message popular within the music video possibly, but in order to do so, the song itself needs to become well known, in which case the song will be broadcasted as much as possible, to ensure maximum views.
https://www.youtube.com/watch?v=8UVNT4wvIGY
The Music video "Gotye - Somebody that I used to know (feat. kimbra)" is a good example of promotion of a particular song. Within the music video, both artists are telling a story through animated body paint covering their skin and the wall in the background.
This use of unique body paint which goes in line with the lyrics of the song, is enough to be arguably adequate in promoting the song itself due to both lyrics and the video telling their personal story on the theme of love/ trust, and their own personal problems being which had occurred within a love relationship.
Promotion of an artists Album
An artists album can be promoted through the use of a music video, which is done by the singer often shouting out the name of their album on sale, or mixing it in with the lyrics of the song, and often putting an image of it before or after the music video starts/finishes.
At the beginning of the music video "Chip - Power Up," the album cover is shown right before the actual video starts playing and also after. On top of this, there is a brief moment of dialect right before the song actually starts where the artist himself, chip, is talking about his album and encouraging viewers to buy it. This all falls part into "promotion of an artists album" due to the constant referral of the album at the beginning as an intro, and also at the end.
https://www.youtube.com/watch?v=SehhEMyNk3E
The name of the song itself is named after the album also, which reinforces the idea that this music video is linked with "promotion of an artists Album." The singer also seems to constantly show images of flyers of his own album on the streets where he is walking, which makes the viewers remember the cover of the album which is being released.
Promotion of a particular artist.
Promotion of a particular artist can be portrayed when an artist shows off their raw talent and uniqueness in their music videos. Reasons why this sort of promotion is used is because an artist may be trying to get their name up within the music industry, and are attempting to perhaps get recognised by well known record labels or music companies which could elevate them to a higher performing level.
https://www.youtube.com/watch?v=WoImizvsj5w
The music video "Dappy - No Regrets" is a clear example of how an artist uses his music video, lyrics and title to promote himself. Throughout the Music video, the artist is singing about past mistakes he had made but does not regret his decisions. The video takes place on a top of a building which falls in line with some of the lyrics he is saying about how far he has come. This music video is clearly made to promote the unique story the artist Dappy has to share with his fans and works in his favour due to him allowing the public to see a more compassionate side of him which they may of not noticed beforehand, which would only make his name more popular.
Promotion of synergy with another media product
This form of promotion is used in music videos to promote a product or merchandise for sale to the public, and would therefore usually be placed in well known artists music videos to raise more attention towards the product and potentially increase the number of sales.
https://www.youtube.com/watch?v=TlXbqKvtTSs
In Fat Trel's Music video "Keep Doin That," there is a constant theme of merchandise being shown within the video. Throughout you will see the advertisement of "Belaire rose" being used and drunk at a pool party. The people using the product is having a good time and enjoying their selves, which is a form of free advertisement for the company due to the sub-message being broadcasted through their actions which is "In order to enjoy yourself properly, buy our Rose." Bottles of the drink are also seen in enticing angles through the use of camera shots, which make the product more attractive, and more tempting to buy.
Increase income for the record company
Increase income for the record company occurs when a record company uses a music video an artist is signed under to promote and raise awareness of their name. The more people to listen to their records means that income would not only increase, but gives a chance to other artists who may be signed under the specific record label to show their talent to a much bigger audience compared to if there were to go solo.
https://www.youtube.com/watch?v=yDHXvyk4yK0
In Chipmunks music video "pepper riddim," the record company is constantly being shown. At the very beginning of the music video, the official logo appears before anything else. This is to show the audience who the artist works under and what the company has to offer. Throughout the video you can see people including the artist, wearing merchandise such as jackets with the official record label logo on them. This sort of promotion makes the record company more memorable to the audience, which may convince them to check out other videos/songs produced by them, and as a result, increases their official income.
Increasing the range of media the artist is in
Increasing the range of media the artists in is when a music artist shows off their talent within their music video other than just vocal talent. As a result of attempting to do so, increases the chance of them picking up other professions in the performing industry such as acting or dancing.
In Krept and Konans music video "my story," it shows the two artists rapping and singing in the background, however the music video consists of the two rappers reenacting a scenario which had happened to them in real life. The use of telling a story line in their music video, shows to the audience, that not only do they have a talent in music, but a talent in acting as well, which if seen by the right people, could open up new doors for them in the industry other than just music such as drama.
