Assesment 1C

The purpose of making a music video is to promote a song for the artist and label to get a buzz. One way they would do this is to give the artist a hyper real or sexualised image to portray to them or to create a type of viral video that instantly grabs the viewer.

An example of this is could be Nicki Minaj Anaconda which she is highly sexualised which could be seen as quite controversial to some viewers. This allowed her to get more views from a wider audience as everyone wanted to see for themselves what was really going on aswell as her fans that wanted to hear her music.

The purpose of this music video is is make the audience see Miley Cyrus in a different light from her previous lifestyle as a Disney Channel child star and artist. The was the second video of Miley Cyrus securing the fact that she was no longer a child to had to obey rules. This music video was meant to represent teens and rebelion against society. This is shown through her writing on mirrors with lipstick and smoking inside what appears to be a school. This was purposely marketed as a controversial video as the kids who looked up to her would then see her in a different light through this video, changing from a casual pop star to a bad influence on young kids promoting drugs and bad behaviour.
This was used to sell the song because the label knew it would gain views because of the transition between her previous image and her current one as well as the controversial characteristics, which convey mainly to the hip hop genre.
There is also product placement in this video of the Beats Pill which further backs up the fact that this is a Hip Hop music video because of it's associations with Dr Dre (a Hip Hop music producer)

Promotion for the artist is key in a music video for the future success of both the artist and the record label. As this give them both their source of income, the higher success levels the artist reaches the more money they will bring in and it benefits the whole team.

This is especially important if the artist is already well known before they are signed to a major label as they already have some sort of fan base.

The is often done by giving the artist as much freedom as possible to express themselves so they can make their music video in their own way.

An example of this is lady gaga telephone where she directed the video, this was evident because there was certain references made to her image at the time to take jabs at the media.

Give their audience a higher quality perception of the song
Music videos are usually used to expand the message behind the track, they are used to give the audience another perspective of the song and give them a visual representation. As time has progressed and the evolution of music videos has not stopped, music videos have now become the main subject to the consumer. The music video holds such power now that if the video was not up to scratch it would bring down the quality of the song to some listeners/viewers.

Product Placement/Expansion of the artist
Exposure for the artist is important because it gets them out their more to the public whether they are established or not. Music videos play a huge part in this because it can give the audience a better understanding of the artist. The music video can also be used to create a hyper real image for them and this can also be used to bring in revenue for themselves (and the label) and possibly gain endorsement deals with a series of different products such as Beats By Dre which is commonly used in most modern music videos, revenue can also be tied in with product placement as well which I will speak about later.
Unsigned artist however often take a different route to gain exposure for themselves, and they also have an advantage as they can portray themselves in which ever way they want and they also have the freedom too as they are not controlled by a specific label or higher management. For example they may use different things to make themselves stand out, or controversial imagery to get their point across.
Product placement is commonly used to enlarge their profit and earnings. For example a modern hip hop videos such as School Boy Q - Studio, the beats pill and headphones are widely used. This shows off the brand and advertises it which means that