PURPOSE OF MUSIC VIDEOS
- Sep 10, 2023
- 3 min read
Updated: Feb 7, 2024
Where do you get your music from?
As an avid playlist maker for every single book I have read, I rely on Spotify to aid my imagination and escape from reality. In a world, where our attention span are diminishing, we listen to music while we study, read, clean, etc., this might give the idea that music videos are not much of use in today's world, which is incorrect.
A music video is essentially a promotion tool used by marketing teams as it allows music to be promoted on numerous social media platforms such as TikTok, Instagram, and YouTube, which increases an Artist, their album, and production company's exposure. It gives a chance to the Artist to create their Star image and show their personality and style, in order to create a unique identifiable brand image.
Billie Eilish for example has created a distinctive style for her music videos and outfits which make it easier for the viewers to identify her. Her music is commonly described as dark, introspective, and moody, but the music videos has a sense of playfulness, making it uniquely engaging.
In the ever-growing music industry, Star-image plays an important part in helping an artist stand out from the crowd and represent who they are as a person thus it includes addressing political themes, and/or representing a narrative that makes an artist more relatable. Music videos are an extension of an artist in a way.
As a consumer, the visual narrative of the music possesses the potential to create deeper meaning, that may be interpreted differently by various people. This allows consumers to connect with the music in their own way as they might understand it. Thus, another motivation to create music videos is primarily to establish an emotional connection with their audience, as emotions foster a powerful connection, ultimately leading to increased commercial success in some cases
Beabadoobee music video's distinguishing factor has to be its location and style. It explores her hometown, which allows Asian viewers to automatically connect with her on a personal level since we don't see much Asian representation.
The music video for 'Breakfast' effectively reverses patriarchal roles, shedding light on the pervasive issue of daily sexual harassment experienced by women. It connects to the current situation in US as the Roe vs. Wade was overturned last year, banning abortion rights. The MV is a visualizer for men in women's place instead, to show how wrong this decision is to allow someone else to have control of a woman's body.
Addressing these societal flaws and voicing her opinion, though might not be intentionally for fame still helps attract more viewers who might enjoy her music and convert to more album sales.
MV also allows consumers to interact with it on social media
Synergy—an effort to cross promote two things which, in this case, may revolve around a song and music video including something they want to promote- also plays an important factor in significance of music videos. This is most common for songs used as soundtrack for a film.
These music videos of film soundtracks share similar aspects. They use clips from the movie and are shot in similar
aesthetic to complement the films they are featured in.
Another example of synergy in music videos would be product advertisement but unlike conventional advertisement, product placement in music vides instead are an attempt to influence consumers subconscious through popular culture.
Avcci's Wake Me Up MV actually shows a Sony Xperia as a fan uses it to take a picture at a concert. The logo and name of the phone are clearly readable and easy for the eye to catch due to the contrast of the screen with the dark concert location. Aside from this placement it also includes a Ralph Lauran label on the saddle, which is also a reference to their collaboration with Denim & Supply Ralph Lauren on this MV.
Music videos are believed to be of greater cultural significance as they tell us about time periods, help create new fashion trends, and dances, and even engage in sociopolitics. Hence transcending their primary purpose they are in summary, an amalgamation of artistry, marketing, and cultural influence within the contemporary music landscape.
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