Music Video Industry

Sauzanne Micael

What are they?

A music video is a short film integrating a song and imagery, created for promotionalor artistic purposes. They also act as a marketing device to ensure sales on the releaseof an artists single or album. The sequence of scenes often include the artist andthem performing the song, showcasing their talent by either singing, dancing, rappingetc. Music videos are a direct link to the potential mass audience an artist is trying toattract. They act as a form of advertisement, creating a buzz around an artist andadding to their popularity. Music videos are often accompanied by ancillary productsthat help support an overall package artists are trying to push. For instance, as well asthe music video, posters, digipak's, magazine ads, trailers and websites are alsoadopted to endorse the release of a song. Music videos are essential as they are amajor form of of targeting a preferred demographic. They are displayed on variousdifferent media platforms that make them more accessible to audiencesinternationally. This includes web 2.0, specifically websites such as YouTube which is avideo sharing platform or Vevo, which presents up to date videos on popular artists.Also, music videos are shown on television, can be downloaded on mobile phones.The technical convergence adds to how successful a musical artist can be incontemporary society.

Music Video History

As previously stated, music videos are accompanied by a complete piece of music, mostcommonly; a song. Mainly used as a marketing strategy to advertise the selling of the pieceof music produced. Once called ‘promotion videos’ also known as ‘promos’, they werecoined ‘short form music videos’, separating them from movies of a longer time that playeda score throughout.

1920/30s In the introduction of music videos, they tended to come across asshort films often reflecting a dramatised performance of a songexhibited in theatres. These ‘musical films’ were simply a songcombined with a film. For example Bessie Smith performing in‘Saint Louis Blues’ which was shown in theatres in 1929 until 1932.During these time, animators would use musical scored for theirwork and label them ‘visual music’

1940/50sThe invention of televisions in previous decades meant they weredeveloped enough to air promotional clips of live music on talkshows, these performances being repeated to make easy to watchvideos for audiences.

Promotional films were later taken further by using them toadvertise a project such as an album, or supporting a film. A primeexample of this was rise of ‘The Beatles’ arguable the most popularmusical band of all time, using these films to ensure their albumsales. In their first major film motion, ‘A Hard Day’s Night’ (1964)themusical clips within this framed the basic foundation of musicvideos in the modern world. This would have a huge impact acrossall genre of music.

1960/70s

The development in music videos went hand in handwith the progression of technology. As technicalequipment became more extensive, video recordingand editing programs enabling a higher qualityvideotape. Music video directors also found investing inhigher budgets would lead to a more impactful video.The higher costs of using 35mm film would mean therewas a significant increase in the overall appearance ofmusic videos appearing on television. An example ofthis is Michael Jacksons video for ‘Scream’ costing$7million dollars. Also, in 1981, MTV launched. Thisrevolutionised the industry as it dedicated an entirechannel focusing solely on music and showcasing musicvideos.

1980/90s

Musical downloading became increasingly popular withinthese decades. The 21st century has seen the digital age,with technological convergence across several mediaplatforms spurring the interconnectedness of globalisation.Music videos are available to watch in many different layoutsas stated in the first slide. Additionally, the ways in whichmusic can be purchased has also contributed to the increasein sales e.g. iTunes or music streaming applications likeSpotify. Budgets for music videos steadily decreasing, manyartists and record labels do not spend excessively onproducing music videos anymore. For instance, Bruno Marsmusic video for ‘Lazy Song’, which was all filmed in onelocation and did not have any outrageous props which waspreviously the case with the pop genre in previous decades.In previous years, music videos that went viral on websitessuch as YouTube have allowed unknown artists instant fameand success. For instance, Psy released ‘Gangnam Style’ in2012, the first ever individual to reach 1billion views onYouTube, he travelled the world performing the song andalso became financially successful with just one song. Thephenomenon has since been repeated on several occasionsincluding Rebecca Blacks video for ‘Friday’

2000/10s

Production Process

The creation of a music video is broken up into 3 different categories to ensure there isenough focus on each aspect it takes to produce one. As there is a lot of investmentrequired in each phase, ensuring there is a well planned and organised processultimately means a good quality product will hopefully be created. These three stagescomprise of the pre-production, production and post-production stages.

Pre-production This initial stage takes place first. Within the pre-production phase, extensive primary and marketresearch is carried out where all original ideas forthe music video are discussed and then plannedout. This also involves the creation of storyboards toplan out the visual details like camera shots etc. Aswell as this, locations, props, settings and charactersare all decided. Risk assessments and recces arealso employed to avoid any accidents and put inplace precautions to make sure the productionphase is more smooth.

Production

Post-production

This stage requires the actual shooting of themusic video. All the footage is recorded in allthe different locations involved. The cameraequipment is decided in an earlier stage aswell as the allocation of the director role.

Finally, this last segment includes all aspectsthat are carried out after the filming of themusic video. This includes the editing of themusic video, the promotion, and finalisingthe final product fully completed. Lastly, theproduct is ready for its exhibition.

These three stages are vital in producing a successful music video and it isessential I consider this to impact my own creation process. Usually after thisproduction process, it is decided the ways in which the media product would beexhibited, distributed and how certain audience would be targets. These stepstaken outside of the three main categories are just as important as itsignificantly relays just how the music video will be perceived and consumed bythe public.