WHEN MUSIC VIDEOS WERE FIRST

ESTABLISHED?
Music Videos was first established fully in to the music and media industry
in 1953 by Tony Bennet with his version of the original song by Alexander
Borodin for the Polovtsian Dances in the opera Prince Igor. The first
music video consisted of Tony Bennett being filmed walking along The
Serpentine in Hyde Park as his version of the song Stranger in Paradise
played. This music video was distributed to and played on UK and US
television channels which therefore leads Tony Bennett to claim that he
was the first to make a music video. The music videos was created so that
if the artist couldnt attend to the television programme so they instead
played the music video. However, music videos was considered important
or a necessity until the 70s era.

HOW HAVE THEY CHANGED OVER TIME?

The earliest version of the music video was St Louis Blues by Bessie
Smith in 1929 as part of the two-reel short film called Saint Louis Blues
(1929), but these types of videos accompanied by music score was
labelled as visual music instead of music videos. In 1959, according to
the Internet Accuracy Project that J.P The Big Bopper Richardson was
the first to create a rock music video. Over time the development of the
modern music video style was The Beatles in their first major motion
picture A Hard Days Night (1964). Arguably the musical segments/
scenes seen in this film set out the basic visual elements to be used in
todays music videos. In 1970s in the UK it was important that Top of the
Pops would be used to promote a single released by several artists in
order to create an environment of innovations and competition between
artists / bands and record labels. In the early 1980s the concept of music
video changes to a sophisticated use as in music videos the artists now
put a storyline / narrative in to the music video. Michael Jackson was the
first artist to ever use this music video linear narrative concept in Billie
Jean then in A West Side Story but then when he released Thriller the
story telling concept was taken to another level. In the mid-1980s it was
standard to produce a music video to accompany a new single, for some
artists like The Jacksons sought to use music video as a commercial use
by creating music videos with million dollar budgets. Also in the mid1980s MTV grew to play a central, major role in popular music video
marketing. Many saw MTV as the golden era of music videos and the
success of a new art form in popular culture. The purpose of the music
videos originally was to show the consumers the artist performing the
song in order to build the connection of artist to the audience, this original
concept has developed over time as nowadays music videos tend to be
used for promotional purposes to the record label and mainly to the artist
opposing to trying to enforce an artist to audience connection. Record

labels promotes the artists they represent in order for them to gain huge
profits.
http://www.slideshare.net/crosswaysfederation/music-video-a-brief-history

WHY ARE MUSIC VIDEOS IMPORTANT?

Music videos are important to the music industry because they help to
promote the artist even more as a song with a video will reach wider
audience than a song without a video to go along with it which could help
to promote the artist even more. Music videos are important because they
promote publicity and income to the artist as the music video got more
and more people to purchase the song by releasing a music video of a
particular song which could show the audience their talents through their
performance in the video. This means that it extends the marketing sales
of the song through creating merchandise for the artist and concerts
which would increase the artist publicity and income for the artist and the
record label. Music videos also are important to the artists as it provides
them a chance to show their audience their creative performance by
adding a narrative to the music video. Music videos allow the artists to use
product placement in their music video meaning that the artist to be paid
to promote and feature a product from a brand. In 1975, rumours stirred
that Queens Bohemian Rhapsody music video wouldnt increase in
publicity without a video if it didnt define the songs qualities.
http://www.slideshare.net/rachbrimson/the-music-industry-why-musicvideos-are-important

WHAT IS THE PURPOSE OF A MUSIC VIDEO?

PROMOTE:
The purpose of music videos is either to promote the artist or change the
image of the artist to please the audience for example. One of many
purposes of a music videos is to promote the artist or the creativity of an
individual. Music videos allows many platforms to be shown on so the
artist gains publicity. So if there wasnt a music video with a song it cannot
be played on music TV channels because on those channels it needs to
have a visual representation of the song to be shown not just the audio of
the song although the song can be played on similar platforms which
could be used to promote the artist if without a music video. Also the
purpose of music videos is to sell the song as well as invoke reactions
from the audience so the music video is memorable and promotes the
artist in a good way that creates more publicity for the artist. In the
Guinness Book of World Records is Michael Jacksons Thriller was the most
successful music video. Michael Jackson used his music video to promote
his song Thriller was a film and Hollywood production style of music
video, he used this style of music video to get audiences in as it was the

first one of its kind so the style of the music video engaged the audiences
in. Also artists can promote themselves through shock factor or being
most controversial music video such as Madonnas Like a Prayer which
was the most controversial music video of the decade as the video
referenced to religion and the KKK as in the music video you see burning
crosses and also the music video supposedly was racist to religion but her
video sold her song 5 million copies worldwide in sales. Whilst other artists
promote their songs and themselves through sexualisation, artists such
as Justin Bieber for example whom promote themselves in music video
through sexualisation. Through sexualising themselves in music videos
gains more views and album sales.
In my survey that I created majority of the people said that the best way
that the music video will promote the artist is to give them a wider
audience whilst some said that it was more for marketing for exposure
and extend the artists profile.
http://thcvibeproductions.weebly.com/lo1-and-lo2.html

ARTIST IMAGE:
Through music videos it can be used to change an artist image, either on
appearance level or the style of music video that the artist will create. For
example Ellie Goulding released a music video for Starry Eyed in 2010,
which saw her singing in a hall with a lot of
back up dancers and focused on her image.
When she changed record labels and gained
more publicity, the record label decided to
recreate another music video for the same
song in 2011, the video had a narrative
running through it as it is her singing whilst
seeing scenes of her in a romantic type
relationship with a guy in the video. By
changing her image meant that she changed
her target demographic as she had different target audience for her music
video meant that her video will reach a wider
audience. An example of an artist changing her
image is Miley Cyrus, whom changed her image
opposite to her Disney days. Miley changed her
image in order for her audiences and newer
audiences to have a different view on her and
what she represents in the media. When she
released the music video for Wreaking Ball it
showed audiences a complete opposite view on
her image, which is from a clean cut good girl to
a rebellious bad girl type persona.

From my survey results I received, majority said that Nicki Minaj changed
her image in a good way whilst some to others disagreed the fact that
Nicki Minaj changed her image in a bad way. Also majority of the people
replied that they thought that Nicki Minaj changed her image in order to
sell herself instead of gaining popularity or attracting the audience to her
music. The record label that Nicki was signed on with changed her image
in order for her to fit in with the R&B genre. Nicki gets over 7,202,102
views on YouTube for most of her music videos but in her old image on her
first music video she got over 8,440,925 views on her first ever music
video called Jump Off (2007).
http://www.slideshare.net/MsJMcLeod/the-purpose-of-music-videos
https://www.youtube.com/watch?v=dCrzKn_e6eY

OUTLETS:
There are many outlets and platforms that music videos can be shown on
such as TV music channels, DVD and CD, ITunes downloads, VEVO and
YouTube. If a song didnt have a music video to go along with it then it
means that there is one less platform that it would be shown on such as
music TV channels. Most music videos are available to watch on YouTube
meaning that it is free to watch and that you can watch it anywhere
anytime. Having a music video on YouTube can publicise a song and the
video even more than the video being on other outlets. Without YouTube a
music video wouldnt have gotten loads of popularity for example
Gangnam Style wouldnt have gained fame or publicity if without YouTube
as the music video gained 1 billion views which broke the record of the
most viewed music video. The music video for the song gained fame as it
was the first most viewed video and it got people talking about the music
video but the fame didnt last as he crashed and burned after that song.
Another example that YouTube utilised many artists to gain a career as a
music artist is Justin Bieber and Ed Sheeran. Justin Bieber for example got
discovered on YouTube by releasing his own videos of him singing covers
or some original songs such as the cover of With You by Chris Brown, he
got 50,442,763 views on that video. Many artists will use these outlets in
order to promote themselves such as uploading the video to YouTube,
Facebook for example. People will be willing to download the video from
Spotify, ITunes and downloading sites which are popular and on these
website it is easier for people to buy the song online than going out and
buying it from a nearest music store. Nowadays it is very easy to have
accessibility to watch music videos anywhere anytime through phones
and on the internet meaning that anyone can access to the online
platform to watch music videos. U2 used ITunes to produce more free
publicity as they decided to drop their album Songs of Innocence to
everyones ITunes account. This caused publicity as people criticised U2s
move to drop their album to everyones accounts as they thought it was
invasion of their privacy but it got people talking about the artist therefore

creating free buzz publicity. Artists also release CD and DVD bonuses as
well as the original CD and DVD releases of their album. The bonus CDs
often contain some original versions of multiple songs as well as live
versions. In some cases some artists will release DVDS that contain live
concerts in order to promote themselves as an artist and also make
money.
http://music--videos.weebly.com/purposes/extension-of-outlets
http://www.theguardian.com/music/2014/oct/15/u2-bono-issues-apologyfor-apple-itunes-album-download

EXTENTION OF INCOME (BRANDING):

Music videos is one of the ways that record labels and the artist to make
money as it cashes on the success of the music video and the song which
then boosts the sales of other outlets and products that relate to the
artist. Music videos can gain money by selling it on downloading websites
like ITunes and Spotify. The music video extends on the income that the
artist will earn for participating in the video and also doing promotional
duties such as talk shows, YouTube exclusive clips. For example Michael
Jackson earned $500 million in sales for the song Thriller meaning that the
music video no doubt boosted the popularity of the song, the music video
was first aired on Top of the Pops. Music video industry are designed to
make money as the crew and the cast of the music video wouldnt make
the video for free as they would be creatively motivated as they would be
motivated by desire to make money from the project that they were part
of. Also artists can extend their income through product placement to be
used in the video such as endorsing a pair of Beats headphones and a
mini in Ellie Gouldings Starry Eyed video. This can extend their income as
they are using their platform to advertise many products in their music
video meaning that the brand can also gain publicity because the artist
will expose the product in their video, benefitting the artist and the brand
she is promoting. Also using product placement encourages their fans
whom watch the music video of their favourite artist, to purchase the
product as in the music video of the artist uses it meaning that the
product endorsed in the video is very good and everyone should go and
buy it. Product placement in music videos are very beneficial and seen as
more effective than the traditional adverts as the product can be
integrated in to the narrative of the music video. Product placements in
music video is beneficial for the artist as they get paid to use the product
in their music video whilst the brand gains more income as the artist
promotes the product in their music video. JMMR indicates that those
people whom watched the music video that featured an endorsement of a
product has a 31.2% chance of having interest in purchasing the product
endorsed in the music video. According to Storm Gloor that more than
half of the 1,544 brand mentions he identified in popular lyrics occurred
between 2000 and 2010 in 2010 1.8% of the words in the lyrics could be

considered branding in 2006 2 out of every 3 songs in the study

included at least one branding reference. This means that not only
branding is through product placement it is also through the lyrics of the
songs as well.
https://paulashwell2011.wordpress.com/2011/10/11/extension-of-income/
http://priceonomics.com/the-economics-of-product-placements/
http://www.salon.com/2015/05/28/pop_musics_biggest_sellout_how_many_
brands_paid_for_product_placement_in_your_favorite_songs/

SYNERGY:
Synergy in music video means that two companies will combine together
to make a video that relates to each other and promote each other as
they will be on two different platforms in their perspective areas. An
example of synergy being used in the music video business is that a music
video will be made to increase publicity and promote a film which could be
successful on its own but the music video will be used to gain even more
publicity than the film would have made on its own. One example of this
being used is the music video You Know My Name by Chris Cornell which
was made for the film of James Bond Casino Royale (2006). The film was a
success and helped Cornell gain popularity and win several awards for the
video. If the film is successful, it will help to increase the sales of the song
as it is part of the soundtrack of the film meaning that the song and the
music video will become popular. Another example of synergy being used
is Adeles Skyfall music video for James Bond Skyfall film, as both of these
platforms benefitted each other and promoted each other as the song was
featured in the film which caused the film and the song to gain popularity
and publicity as they promoted each other. Another example of synergy
being used is in John Lewis adverts that they release every Christmas,
which are synergy partnership. As every new release of their tradition of
Christmas adverts as they are sung by well-known singers such as Lily
Allen, whom sang the song for John Lewis 2013 Christmas advert. Using
the effect of synergy benefits John Lewis through using celebrity
endorsement therefore it conveys to the audiences that the brand must
be good as a celebrity chose to endorse the brand. The effect of synergy
in the partnership of John Lewis is very beneficial for Lily Allen as the
advert is long awaited and popular so therefore meaning that a wider
audience will therefore watch the advert and consequently listen to the
song making the song more popular and well known for the artist.
https://en.wikipedia.org/wiki/John_Lewis_Christmas_advert

PRODUCER STRATEGY
MAJOR LABEL:

The Major Labels have the advantage to sign very popular mainstream
artists. These labels have a high reputation. The major Labels tend to sell
to the charts high and sell a lot of records as well as tours and
merchandise. The major labels tend to partnership with VEVO, whom are
partnered with Sony Music Entertainment and Universal Music Group.
VEVO hosts music videos that major labels produce on to YouTube and use
adverts at the start or at the end of the video in order to produce revenue.
This is good for music labels as it allows them to regulate properly of the
online distribution of their music videos which help them to make money.
Although the number of YouTube hits/ views can be 'black hat' views from
hackers which enables them to gain more money. VEVO tends to offer
music videos from three of the big four record label companies which is
Universal, Sony Music Entertainment and EMI Records. An example of an
artist belonging to a major record label is Katy Perry being signed to
Capital Records. On all of Katys music videos has mass hits on her new
video releases as her music videos have a much larger budget than the
artists whom are signed to smaller independent record labels. The most
viewed music video that Katy Perry has released is Dark Horse which got
715,803,917 views on YouTube. The artists that are signed to major labels
dont have much choice on their image in the music video or get to take
any control in the creative process of the music video. Even though the
artists signed to major labels dont have that much freedom to express
their art and creativity but they get paid quite a lot so they have to choose
between freedom and money. When artists get signed to a major label
from a smaller record label the artists image changes drastically from
their first album until they become famous.
http://www.slideshare.net/robertclackmedia/music-video-28407817

INDEPENDENT LABEL:
In the music industry there are many small independent record labels
which have no relation financially to the major record labels. These record
labels concentrate on small niche artists in the genres of Hip Hop, Rap,
Electronic and Dance. A highly well respected successful independent
record label company is Warp Records. The artists signed to independent
record labels have the advantage of freedom to explore their type and
style of music in their music video as they arent worried about making
their video fit for the mainstream audiences. This means they have more
freedom and creativity in their use of experimental techniques than the
major labels would as they focus on the song making money for the artist
and the record label. The independent record labels thinks that the music
video to be art rather than a money maker. Independent record labels do
have the disadvantage of having a cheaper budget than the budget that
the major record labels do to shoot their music video. The independent
record label music video tends to be filmed in a green screen as the
budget doesnt fit in to have an on location filming. The most successful

independent record label is Domino Records who represent Artic Monkey

etc. The song R U Mine by Artic Monkeys gained around 72,611,522 views
on YouTube. Independent record labels try to get a wider range of
audience to the video by its creativity as the artist gets to have a say in
what will go into the video.
http://www.slideshare.net/robertclackmedia/music-video-28407817

SELF-PRODUCED LABEL:
A self-produced artist is an artist who will self-budget their music video so
they can start promoting the start of their career in to the music industry.
Being a self-produced artist means that that they get to utilise websites
such as YouTube which could lead them to a road of success. They dont
get the constraints of being signed to a label with limitations to their
creativity. The music video will be of a lower quality as the equipment
used wont be as professional as it would be if it was made with a record
label. These music videos mainly focus promoting themselves online so
that they could try to get noticed by record labels who could sign them on.
For example Justin Bieber started making his own videos on YouTube and
in 2009 he got discovered by Scooter Braun. Now he got more publicity by
being signed by Scooter and used YouTube as his online platform to show
his videos online which self-promoted himself. The disadvantage of being
a self-produced artist is that you wont get any back up from a record label
as they receive no help in marketing and budgeting as they have to use
their own money to buy the equipment needed to produce the video in
the first place.
http://www.slideshare.net/robertclackmedia/music-video-28407817