purpose of music videos

In the old times of music, music videos were used to sell the artist, where as now days every song in the charts has a video. 

purpose of a music video 

To sell song 
To give the audience a better understanding of the song and they lyrics 
To entertain and show off the artists talent and entertain an audience and views 
To sell cd's, dvds and downloads 
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings. 

When artists make music videos there are many ways in which they can sell there song to make it more successful. The most important way of doing this is by promoting the song that they have created. promotional is advertising something. The artists goal is to: sell the song, and invoke a reaction so that the audience remember the song, to give the audience a better understanding of the song, to entertain and show off their talents, to sell CDs, DVDs and downloads by creating memorable visuals and market the purposes of exposure and expansion of the their profile. When artists promote a music video for a song it in turn promotes their album increasing the income the artist and the record company gets. When the artist promotes their song they are also promoting their self as an artist which can lead to greater opportunities for the artist such as possible collaboration opportunities with other artists. An example of this is Psy. He promoted Gangnam style so well that it LED him to possible collaboration opper 
tunities with other artists e.g. Justin Bieber. A music video is also used to sell the brand image of the artist or band. 

Their are many types of music video and they are used in different ways, for example to show case the talent of the artist in terms of playing an instrument or they're dancing ability. 


The music video "sing" by Ed sheeran and Pharrell williams is a very basic video, in terms of only having a coloured background and having the artists preform in front of it, to show case they're talent. 

casting

For our music video we are going to cast two people as we don't need many people to make our music video work. 

Name: Harry Holland 

Age:17 
School: Ravens Wood School 
Reason for casting: We have decided to cast Harry as he is going to be one of the featured people in the music video. He will be wearing a swimming costume as the theme is having fun in a swimming pool. Harry is part of the team for the music video so casting him as a role was perfect as he knew what we were looking for in our video. 



Name: Oliver Friend 

Age:17 
School: Ravens Wood School 
Reason for casting: We have decided to cast oliver as he is going to be one of the featured people in the music video. He will be wearing a swimming costume as the theme is having fun in a swimming pool. Oliver is part of the team for the music video so casting him as a role was perfect as he knew what we were looking for in our video. 
Harry Holland 

pitch for music video

production log

music video director

Spike jonze is american director, screenwriter, producer and actor whose work includes music videos, commercials film and television. jonze is well known for his music video collaborations with fat boy slim, weezer and beastie boys. He has been nominated for four academy awards, these include best director best picture, best original screenplay and best song. Jonze is well known for his music video collaborations with Fatboy Slim, Weezer, Beastie Boys, and Björk. He was a co-creator and executive producer of MTV's Jackass. He is currently the creative director of VBS.tv.He is part owner of skateboard company Girl Skateboards with riders Rick Howard and Mike Carroll.

Hype Williams has earnt his living by directing music videos and films for artists such notorious B.I.G, jay-Z and kanye West. 

What makes a hype williams video: hype williams videos will be colourful, meaningful, modern and he willl usually use a fish eye lens which will distort the camera view around the main focus. A signature style used by Williams throughout the vast majority of his videos (shot mostly with cinematographer John Perez) was the Fisheye lens which distorted the camera view around the central focus. This was used by the tandem Williams/Perez in "Gimme Some More" by Busta Rhymes and "The Rain (Supa Dupa Fly)" by Missy Elliott; however, it was dropped by 2003, when he experienced his lowest level of production activity since the beginning of his career as a music video director.

emotional response

In the video paradise by Coldplay released on the 12th september 2011, the lyrics they use represent 'the elephant' escaping from the zoo to go to 'paradise'. The video its self shows the elephant on his journey. There isn't much editing in this video apart from the band performing on stage. There are two types of performance in this music video, there is the performance of the 'elephants' and then the band actually performing on stage. There is only one camera used in this video apart from the band performing on stage, then more than one camera is used. The elephant costumes are very promotional to the music videos because they give the video character and a sense of fun.

In the video jar of hearts by Christina Perri released on the 27th of July 2010, the lyrics cold as ice represent the cold dark theme of the video. The editing of the video switches between a dark grey background and a brighter white background representing her emotions of being happy and sad. Her performance tells a story of her being sad to throughout the video her getting more increasingly happy. The camera use in this shows a number of differnt shots, for example it shows close ups of her singing and shots of her dancing. The video tells a story of her being heart broken. At the end of the video, she gets her 'jar of hearts' back which shows she is happy again and no longer heart broken.





















In the video thriller released on the 2nd of december 1983 which is 13 minutes long by Michael Jackson The lyrics represent a story. And the lyrics link into the video and the performance by saying 'its close to midnight', the were wolf comes out at midnight and the whole video is based at midnight. The dancing in the video represents 'monsters ' the zombie dancing. The editing in the movie is a lot different to the other two videos, Michael Jackson turns into a werewolf and the zombies come out of the floor. This gives a horror effect to the video. The make up and monsters are very promotional to the video becuase they make the video more believable and scary.
Michael jackson was the first person to create the idea of a short film- a music video with a beginning, middle and end.

analyze and compare the conventions in 4 genres

Indie:
Indie music is produced independently from major commercial record labels or their subsidiaries, a process that may include a do-it-yourself approach to recording and publishing.  live performance is very common for artists in the indie genre. This way the main focus is on them. Indie videos are a low budget, and have a do it yourself attitude. They are extremely diverse and they have sub genres that include indie rock and indie pop. bet you look good on the dance floor by arctic monkeys fits the ethos of the indie genre because the main focus of the video is on the performance of the band, it had a low budget which is the reason the main focus is on the bands performance. 

Hip Hop:
Is a music genre consisting of a stylized rhythmic music that commonly accompanies rapping, a rhythmic and rhyming speech that is chanted. It developed as part of hip hop culture, a subculture defined by four key stylistic elements. Hip hop music commonly shows people at parties, lots of girls and showing off their money by showing the singer performing in their car for example. Hip hop videos are differernt to other genres because they they are more expensive to make. the song big pimping by Jay Z fits the ethos of a hip hop music video because the video clearly had a high budget because expensive props were used such as cars and jewellery. the focus is not solely on the performance but to show off the amount of money the artist has. 

 Is a genre of popular music, which originated in its modern form in the 1950s and 1960s, deriving from rock and roll. The terms popular music and pop music are often used interchangeably, although the former is a description of music which is popularPop music is very eclectic, often borrowing elements from other styles including urban, dance, rock, Latin and country. Like Indie music, pop music also shows the singer performing however, more money is involved in the videos. More cameras and editing and more people are involved in the videos. the song blurred lines by robin thick fits the ethos of a pop music genre because it shows the performance of the performer along with showing off some of the performers wealth such as jewellery and in this case women. 

Rock: 
Is a genre of popular music that originated as rock and roll in the United States in the 1950s, and developed into a range of different styles in the 1960s and later, particularly in the United Kingdom and the United States. It has its roots in 1940s' and 1950s' rock and roll, itself heavily influenced by rhythm and blues and country music. rock music, like indie and pop music, show the singer/ singers performing however; rock videos usually show the singers performing with their instruments. This is because they want to show their talent in playing the guitar or drums. Rock music is usually quite dark compared to the other music genre. The song Californication by red hot chilli peppers fits the ethos of a rock and roll themed song because not only does it show the performance by the band it also shows the bands wealth.