A2 Media Studies

G324: Advanced Production Portfolio

Watch the Following Videos…

• Who/What is being promoted?

• What strategies are being used to promote them?

• Example 1

• Example 2

• Example 3

Discovery Question

What strategies are used in Music Videos?

Consumption

• How do we consume our music videos?

Music Video Consumption

Why Do We Watch Music Videos?

• You are going going to carry out some AUDIENCE RESEARCH

• In small groups you need to think of some questions that will tell us why people watch Music Videos, How do they watch their videos and what videos are popular

• You will need to carry out this research as VOX POPS

VOX POPS

• VOX POPS or Vox Populi (the voice of the people) are short interviews or sound bytes taken from the general public e.g. People of the Street

• They are used to get short answers about a topic from a wide range of people

• Examples

Audience Research

• You now need to edit your footage into a short video to go on your Blog

• This needs to be fast paced and you need to select the most relevant answers

• Ext: Can you comment on your findings using P.E.A? What have you found? Why is this important?

Promotion

• The most important aspect of Music Videos is that they are there to sell the Artist, Song and Album

• They present the artist to their audience in a number of ways that make them appealing:

• Attractive

• Empathic

• Narrative

• Abstract

• They sometimes link directly to the Song and the Lyrics, or they present something different to the audience to entertain them

Who or what is being promoted in this video?

http://www.youtube.com/watch?v=-Edv8Onsrgg

Watch the video and then discuss in your pair

Britney Spears perfume

Close up of the Bottle so that the audience can see the brand name

Discover

Maybeline (?) make up

Discover

Dating website ‘Plenty of fish’

Discover

Sony products

Britney is signed to Jive Records, part of Sony Music Entertainment (how convenient!)

Discover

Britney Spears Music videos

Discover

This is an example of Synergy

• Synergy is where two products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a film, but may prove successful in its own right.

• A music video helps to provide synergy for the artist starring in it; a popular music video helps to expand their audience but also serves to increase their power in the industry.

• If a video is shown on YouTube for example, companies may pay to advertise on the video. This would give them synergy, they would be associated with the video and hopefully improve publicity.

• Example: Eminem – Not Afraid

Extension of Income

• Music videos are a good way for companies to make money; it cashes in on the success of a song, and helps to boost sales of other products linked to the singer.

• A music video can be sold on DVD or to other companies for broadcast, this would get money for the production company, the singer or artists featured in the song would likely get a percentage deal.

• There would be repeat fees if the video was broadcast on TV. A music video extends the income of the singer - they would get money for doing the video, and from promotional duties and products through the use of Synergy.

• Michael Jackson’s Thriller album took over $500 million in sales, no doubt boosted by its massively popular video, Jackson himself banked over $120 million. When it first aired on Top of the Pops it was played several times in the first evening.

Extension of Income

• The Songwriter will get paid $40 for every 1 million views on YouTube.

• A successful YouTube video can help you get more fans and is an easier to get your video out there.

Extension of Outlets

• A music video gives the record company and artist numerous ways to expand its potential audience.

• A music video more than doubles the way a song can be accessed. A music video can be seen in many different ways- on a special DVD or blu-ray, often bundled with the soundtrack (e.g. Christmas promotions at HMV), on a Television channel, or on the internet. This ties in with publicity and other areas.

• Example: Union J in Kick Ass 2• Example: DJ Fresh vs. Diplo - Earthquake

• People who buy a music video may not necessarily listen to music; a video can attract fans of the song or fans of the video maker, they could even design different editions to attract specific parts of the audience. A music video can connect with a wider audience than a audio track.

• A music video once made public can easily spread to other people, for example someone can ‘like’ a video on Facebook and provide a link to it on YouTube, or can spread word of it through conversations, this isn’t directly an outlet but it helps to expand the audience, music labels could make a video free to download for a small period-this ties in with publicity, then people would rush to watch it and word would spread.

• Example: Psy – Gangnam Style• Example: Baauer – Harlem Shake MEME

Producers Strategies

• To make a video successful a producer could use many techniques. A music company would do audience research before the filming of the video to figure out how to market it, and how likely they are to be successful.

• A producer of a music video would probably help to fund it so would have a definite idea of what direction he wanted to go in. The crew they hire for the film would also indicate what strategy they are going for:

– the director would have a certain technique or style which would affect the video,

– the producer would collaborate closely with the artist or band in the video, helping them get what they want.

– The band or singer may even act as a producer in their own right to ensure this happens.

• Where and when the video is released can also effect how successful it is and how it is perceived. A producer may decide to include product placement or references to popular culture.

• A music video may be designed for a specific audience i.e. a Video may be designed with an Asian market in mind, so would include Asian themed costumes and props to make it more accessible to that audience.

Producers Strategies

• The video for the Michael Jackson and Janet Jackson song Scream was the most expensive video ever made at the time of its release.

• It was directed by Mark Romanek and cost $7million dollars

• It featured two of the world’s biggest stars at the time. The video was designed to illustrate this with lots of close ups of the two stars.

• The video also showed their famous dance moves and reinforced their image in the public’s eyes.

– Michael Jackson – Scream

• What else might have made the producers choose to make this video

Producers Strategies

• Not all artists can afford to spend that much money on their videos

• Independent bands and record labels are smaller companies who might not have the fan base or the marketing budget to spend on a video

• This can lead to lower budget videos shot by the bands themselves

• Example: Hospitality - Friends of Friends

• Example: 4Ft Fingers - Last Man Standing

Homework

• Complete your Write up of Purpose of Music Videos using the following headings:– Promotion

– Synergy

– Extension of Income

– Extension of Outlets

– Producers Strategies

• Upload this write up to your blog

• Due: WEDNESDAY 11th SEPTEMBER