Michael ReederUnit 29 Music Video ProductionLeicester CollegePurpose of Music VideosThere are many reasons why music videos are made, they span from being made just for money or being made to have a film tie in. There are no specific conventions relating to music videos themselves only conventions relating to the music genre. In this post I will explain the different purposes of music videos and relate them to actual music videos out today. The first purpose I will explore is to make a music video just to make money. Money can be gained my making a music video because it can use product placement or use adverts when featured on such sights like YouTube. Product placement is when the star is seen to be using a specific product in this music video and therefore promotes the product. An example of this would be Robin Thickes Blurred Lines music video, in this video the star is seen to be drinking from a branded bottle called Remy Martin which is a champagne cognac and he is also created an shorter advert from the music video to feature the Beats Pill and is seen to be dancing with it which is a new to the time portable speaker. Both Remy Martin and Beats would have paid Robin Thicke a lot of money for him to feature the products within his music video and thats where money is made. The other way as I already mention is to place adverts at the start of the music video on sights like YouTube. Robin Thickes Blurred Lines also does this to make money, adverts are included before the music video can be played and therefore Robin Thicke will get money for every view the video gets. Robin Thicke Blurred Lines https://www.youtube.com/watch?v=yyDUC1LUXSU As pre mentioned you can also make a music video to have a film tie in, this means that the music is featured within the film and the music video has clips of the film in it. For example Wiz Khalifa created the music video for See You Again to have a film tie in with Fast and Furious 7; this music video features clips of the film in it along with clips from both artists involved with music video lip syncing. This song is featured within the film at the most crucial part when we finally say goodbye to Paul Walker and therefor has been a massive hit as it has been featured in the second biggest grossing film this year. Another example of a massive film having large music video tie in is the film Skyfall, this features the song of the same name which is featured in the opening sequence. With this film the music video was released before the film so it was used as an advertising tool for the film.Wiz Khalifa See You Again https://www.youtube.com/watch?v=q-gLRp5bSpw Adele Skyfall https://www.youtube.com/watch?v=RgKAFK5djSk Another reason to make a music video is to tell a story or to create a storyline of the music video. This can be also done by explaining the song by using the music video. A great example of the music video explaining the songs story and the back story to the song is Wake Me Up When September Ends by Green Day. In this music video we see a young couple get separated by the circumstances portrayed in the music video, this shows the directors interpretation of the true meaning to the song. Billie Joe Armstrong, the lead singer for Green Day wrote this song as a memory of his father who died in September 1982 when Billie was only 10, a lot of people interpret the meaning of this song to be connected with not only the death of Billies father but the death of everyone lost in 9/11 as it happened in September 2001, it is also related with the thought of losing loved ones in general. This music video has a deep meaning and tells a deep story of the meaning, although the video isnt a straight representation of the meaning its a representation of the directors interpretation to the meaning. Another song which tells or a story or portrays the meaning to the song is Coming Down by Five Finger Death Punch, this tells the story of teen suicide and how two teens are lead to take their own lives, this raises awareness for the cause and also gives the message to other teens on how to avoid teen suicide. Five Finger Death Punch do a lot to raise awareness for charity and that is another purpose for a music video, along with Coming Down which raises awareness for teen suicide they have also released the song and music video for Wrong Side of Heaven, this raises awareness for veterans of war who come home to nothing and therefor end up living on the streets and taking their own lives. Green Day Wake Me Up When September Ends https://www.youtube.com/watch?v=ptzzU7jFQwo 5FDP Coming Downhttps://www.youtube.com/watch?v=NU9JoFKlaZ0 5FDP Wrong Side of Heaven https://www.youtube.com/watch?v=o_l4Ab5FRwM The grime genre has brought up a new purpose to music videos; this is to insult or to diss fellow artists. This is because unlike other genres there is a much bigger rivalry between these artists and due to gang affiliations can become heated. Two artists which have a big rivalry between themselves are Devilman and Skepta, these two artists have produced music videos in order to call out and insult each other. Devilman started the music video war and created a music video where he is in front of camera insulting Skepta and in true fashion Skepta returned with the same style. These without meaning to or possibly meaning to advertise each other in each others music videos as viewers will therefor view the other music video. Skepta - Nasty https://www.youtube.com/watch?v=cKutTL_KLig Devilman Skepta Diss https://www.youtube.com/watch?v=X-dTi4lqMMw In summary all music videos have a purpose and there is a wide variety of purposes, most music videos will have many purposes and therefor fall into many categories but I have mention the most important purpose of the specific music videos mentioned.