Music Video Production
Promotional -
Promotional is basically just Marketing and is also one of the marketing mix elements. Well Music Videos really I would say they are promoted for many different reasons, they are promoted for the audience and obviously so that the people who are creating the music video are noticed, generating sales and also creating brand loyalty. For Promotion it is one of the four basic elements of the market mix, this includes the four P's;
- Price - How much the music video is going to cost all together and how much the equipment is going to cost.
- Product - What exactly you are going to do for the music video, how your going to do it and will it be good enough.
- Promotion - How you are going to promote it, through the YouTube, on TV etc?.
- Place - Where exactly you are going to record it (Your Location).
The Weeknd 'I Can't Feel My Face'
https://www.youtube.com/watch?v=KEI4qSrkPAs
Promotion is also one of the five pieces in the 'Promotional Mix' or 'Promotional Plan' these are;
- Personal Selling
- Advertising
- Sales Promotion
- Direct Marketing
- Publicity
A promotional Mix shows how much attention to pay to each of the five factors and also how much money to budget.
Chris Brown 'Five More Hours'
https://www.youtube.com/watch?v=j3CaHeakZF4
The video was released on the 7th of April 2014, the video last approximately 5 minutes 26 seconds. It was peaked 1st for the US Dance/Mixed Show Airplay (Billboard) and also peaked 1st for Poland (Polish Airplay Top 100) which again shows that the music video has been thought about very well. They have thought about the money well, how much work they are going to put into it and the music video has over 16,846,902 views on YouTube.
The purpose of Promotion Marketing is;
- To Present Information To Consumers And Others
- To Increase Demand
- To Differentiate A Product
Techniques- Techniques for music videos can be used in many different ways, it is things that you can do to make the music much better for the audience to watch. Basically this is what can be used for music videos:
Cutting To The Beat - This is where the shots are all put together but are edited to move or even a certain movement is preformed to the beat for example the music video of:Sigala - Sweet Lovin'
https://www.youtube.com/watch?v=qj5zT4t7S6c&list=LLEOIht4XREhg92KzsyP_7Rg&index=35
I choose this music video because if you watch it there is a girl wearing roller blades and basically everything that she does goes well with the music and everything is cut to the beat with the music. I think that this is a good choice to show as it's a really good technique that has been used.
Effects- Effects for music videos can involve a lot of different things, they are creative techniques that you put onto something that you have made to make it a lot better. Putting it on music videos make them much better to watch. Most of all they are exciting, professional and great to use. I searched for different music videos and these are the examples I found:
https://www.youtube.com/watch?v=PMpQUsQcJFg&list=RDw8a0Zwuflso&index=2
The example above is and effect that you called lip synchronizing, which is where you would have the song playing in the background and you would just mime with the words as if you were singing it. The reason that I choose this is because I think it's a good example to use as, these girls are lip syncing to the music that is playing in the background in the car. They are also dancing to it and for every different song their clothes actually change to something that would be worn in that time.
Conventions -
Allusion - An allusion is where you could have a certain clip in a music video that would have something there that only just looks real but really isn't there. They do these things by using a green screen then when it comes to editing it they would then add the allusion to it. An example of this that I chosen is (Dappy - Good Intentions). The reason why I chosen this one is because towards the end of the song there is burning trees in the background which to the viewers it looks real but really it is just an allusion and not actually there.
https://www.youtube.com/watch?v=BVaIYQVfOLg
Links To Other Artists- Links to other artist is just basically where you would see another singer in a music video or even where their name is mentioned. My example I chosen is Enrique Iglasias 'Hero' because it doesn't only just tell us a story it also includes the singer himself and other artists.
https://www.youtube.com/watch?v=koJlIGDImiU
Lyrical Interpretation - This is basically just where you would cut down the song for example you'd put down what the song meant for different lyrics and make it an easier story to understand but obviously only if your song has a narrative. The example i chosen is Justin Bieber 'purpose', I chose this because he talked to use through the end of the video and there is more of a story to it so I thought that it was a good idea.
https://www.youtube.com/watch?v=Ca1i6DZC3iY
Styles -
Performance - A performance could either be a singer singing live and someone recording it or even people dancing to music and the creator getting it on camera. They are many different ways to do it, one example that I have chosen is the song (When You Believe) by Whitney Houston and Marieh Carey. This song is videoed with the two singing on stage live in front of everyone which makes it a live performance. When singers go around the world on tour, you can get that on camera and obviously use that for a music video.
https://www.youtube.com/watch?v=LKaXY4IdZ40
Narrative - A narrative is a story for a music video, like my example below for Wiz Khalifa (When I see You Again). The music video is a remembrance for the actor Paul Walker who sadly passed away. Through it you see clips of the actor himself and different parts of the movie while he was here and through the video the story carries on until you get to the end of it where Paul Walker and Vin Diesel gradually get further away from each other and seeing Paul Walker driving off into the distance. An narrative in a music video is a really good style to use as it makes the viewer relate to it more as there are loads of songs that are actually like this and it might actually link to someone.
https://www.youtube.com/watch?v=RgKAFK5djSk
Animations - This is where basically you don't have actual real people, they go through a process on the computer animating characters, making them move etc and then add it to a music video. The example that I chosen is Daft Punk (Give Life Back To Us) this is because quiet a few of their music videos are also animation so I thought that this one would of been easier to actually show.
https://www.youtube.com/watch?v=a83a8a3dAx8
Parody - This is basically where the actual lyrics to a song are completely changed and are made to make people laugh, the example that I chosen is the parody to Rihanna and Shakira (Can't remember to forget you). The reason why I chose this one is because I think that it is a really good example, everything is the same to the song just different people and the lyrics are different and make people laugh.
https://www.youtube.com/watch?v=ED5892BKPU8
Extension of income
This basically means that the artists/record companies can earn a lot more income than what their video would, it is used a lot in music videos for example of this could be the products that are used in a music video like;
https://www.youtube.com/watch?v=RSj0mPJsMy0
- In the song 'We Can't Stop' by Miley Cyrus she uses a Beats Pill and that is also promoting that because you can see it in the video, so they are not only just promoting the music but the 'Beats Pill Speaker' too.
https://www.youtube.com/watch?v=LrUvu1mlWco
- In the music video 'Zero' by Chris Brown they have used the car 'Rezvani Beast' which is a sports car, this is also promoting the car and not just the video so this could also get the artist more income for the music video.
- In the video by Katy Perry 'Roar' the lyrics is on an Iphone 5 what she is using, so this again is promotion for the Iphone 5. So by this the artist of this music video could earn more than what is actually expected because of the product that they are showing.
https://www.youtube.com/watch?v=e9SeJIgWRPk
- Most of all the music video is more beneficial to the producer or the song and who creates the music video as they are the ones that actually do the most work than anyone else. This is only because they would have to plan this well before the singers even get involved as you know making a song/music video is an actual long process.
Extension of outlets
Extension of outlets is just basically how the company attracts the audience more by promoting whatever they want to promote in many different ways for example if a movie director wanted to promote their movie then the movie would get put on a special DVD or Blu-ray so that you can buy them from shops. This could also become more popular by people posting links onto Facebook or Inviting people to like that certain page it is so that it gets noticed. I think that there is many shops that you could actually find movies at and that is stuff like:
Producers' strategies
- HMV
- Asda
- Tesco
and a lot more. There is also websites that you can go on about that certain movie which would gave you more information about that movie which again helps to gain more of an audience.
An another example could be for a music video there could be often bundled with the soundtrack for example again Christmas Promotions at HMV, on a television channel like BBC Radio, 4Music, VIVA, Scuzz, JBTV, MuchMusic, Kerran and also VH1. It can even be shown on the internet as you can see from some of the examples above I have normally been on YouTube which is internet and another way that I listen to song and where other people watch videos on. This ties in with publicity and other areas.
Synergy (TV Programmes, Films)
Synergy is basically when a music video is made but has maybe some parts of a video in there, this is a technique that can be used quiet a lot. I think that these are used quiet a lot because it's easier to make a story with them as you don't just hear the music but you can see it too which makes it more easier to actually understand for example:
https://www.youtube.com/watch?v=8jzDnsjYv9A
- In these photos you can obviously see that first when the music video starts you can see that Sam Smith is singing in one of the locations that is actually in the movie Spectre and then on the second image you can then see a mid-shot of James Bond's face.
https://www.youtube.com/watch?v=Qz3lwXEGWIM
- Here is another example of the song by Celine Dion 'My Heart Will Go On' as you can see the first image again is of Celine Dion singing then throughout the song there is bits of the movie Titanic shown as you can see in the second image. I think that this is a good one because you can see what exactly happened to the titanic and the music video tells us the real story, it is also very sad.
https://www.youtube.com/watch?v=RgKAFK5djSk
- Another example of the music video by Wiz Khalifa 'See You Again' again you can see that my very first image it is Charlie Booth singing on his piano, then through the music video it has clips from the recent 'Fast And Furious 7' as you can see my second image is Paul Walker. I think that this one is really good as the story indicates that Paul Walker has actually gone forever and it's a very sad video.
Producers' strategies
Music videos aren't just created for visual representation of the song! they normally have a motive for the style, narrative, production and promotion of the video and the artist. Well this is one of the most important ones out of all of them because if the producer who is making the certain music video then they would want that pacific video to be successful so they would use good techniques to do so for example the company would research how they would want to market it and how they are likely to be successful at the end. The producer of the music video would probably help to fund so that it would have a definite idea of what exact direction they wanted to go in.
The crew who would be working with them would also indicate what strategy they are also going for, the director would have a certain type of style or technique which would affect the video, the producer would calibrate closely with the artist on band in the video and would then help them get what exactly they want. If they really wanted to the band or singer may even act as a producer in their own right to ensure this happens.
Really when the video is released it can also affect how successful it actually is and also how it's perceived. The producer could choose to have a product placement or references to popular culture. Really a music video may be designed for a specific audience for example a music video could be made for people who live in Africa so the music video would include African props to make it more accessible and appealing to that audience.
https://www.youtube.com/watch?v=0P4A1K4lXDo
The music video Scream directed by 'Mark Romanek' with Micheal Jackson and Janet Jackson in 1995 was the most expensive video EVER made and featured the two most biggest stars! The video was designed to illustrate this with lost of close up of the two stars, the music video also showed their famous dance moves and reinforced their image in the public's eyes. Music videos are also made as part of an overall strategy to help promote an image and develop the career of an artist.
Independent
https://www.youtube.com/watch?v=bx1Bh8ZvH84&list=PL633BED8890B76B76
An example of this I thought that I would choose 'Indie' music because when you normally see indie music it is created by their own instrument. The word 'Indie' is short for independent! It is just really a process that my include an autonomous 'Do It Yourself' approach to recording and publishing. I think that if they obviously are independent and they have to do it by themselves they would have a lot to think about like how they can promote it and get people into their music, they would have to think how they would want to record the song because that does matter. Personally I think that Oasis done a really good job as they are independent and they have quiet a lot of people who actually like them even known they aren't as popular.
As you can see above I have a photo of the 'Oasis- Wonderwall' YouTube music video they have their own instruments which shows that really they are independent because they are creating the music them self's and don't have anyone creating that music for them. Also the band its self isn't really popular as it is old and I don't think that Indie music is really listened to.
Major Label
https://en.wikipedia.org/wiki/Record_label#Major_labels
As you can see above I searched Major Labels and this came up on Wikipedia, basically a record label is a brand or a trademark associated with the marketing of music recordings and music videos. Normally a record label is also a publishing company that manages such brand and the trademarks. It coordinates the production, promotion, manufacture, marketing, distribution and enforcement of 'Copyright' for sound recordings and music videos. It conducts talent and development of new artists and maintains contracts with recording artists and their managers. Record Labels derives from the circular label in the center of a vinyl record which prominently displays the manufactures's name and also it has other information. As you can see through the years it changes from the (Big Six 1988-1999) all the way to (Big Three Since 2012)
Self Produced Arstist are just the ones that really want to get somewhere in life with something that they love doing and trying to do well in it. If they want to be noticed they would upload their piece of work onto a social website that anyone can comment on around the world and so that they get noticed. This is a way that producers can find them and notice that they have a tallent. Many people now really use YouTube to show off their talent as loads of people can watch what they do, some people who have actually made it into the singing industry is 'Justin Bieber' and 'Greyson Chance'. Really any artist is Self Produced because if you start of on your own for example like 'Ed Sheeran' did he used to sing on the street to get noticed and as the time went on people started to really like him and he came a professional singer! He now makes his own music and is a really popular singer, one of his most well known songs is "Give Me Love" it is in the top 10 charts and is a really good song. I think that Ed Sheeran was a good example for this because he has got so far it inspires me on how far he has become!.
Everyone always has a talent, some people love to show that they have and get someone but not everyone does! That's really up to you.
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