How and to what extent does your music video fulfil the main purposes

of a music video?

Chris Brown- Don't Judge Me

Purpose of a Music Video

The main purpose of a music video (especially a pop video) is to sell the artist to both existing audiences and new markets.

To do this, especially in pop videos, the sequence mostly contains the artist/singer.

They can also give the viewer a better understanding of the song.

Creating a memorable visual for the song increases its chances of selling.

Chris Brown

Chris Brown is an international superstar with millions of fans and songs within the top 10.

He was signed to Jive Records in 2004, who also manage Justin Timberlake, Britney Spears and JLS.

He is managed by former Def Jam vice president Tina Davis. Def Jam manages artists such as 2 Chainz and Jay-Z.

There are numerous fan websites containing the latest information about him.

Kirsty says he's attractive.

Chris Brown's Image He tends not to look at the camera giving off a sense

of confidence to his audience. Some people tend to find confidence attractive, as

such chris brown's confidence attracts this audience, due to this even if an audience does not particularly like a song by him, his charisma and confidence cause them to still wanna watch the video, e.g: http://www.youtube.com/watch?v=3mC2ixOAivA

This was not one of his best videos but the video and his gestures throughout the video still attract the audience he wants – Young females.

Music Video for 'Don't Judge Me'

The narrative

This video is a narrative sequence, with parts of performance which contain only the singer. The story line is about a man (Chris Brown) who has the only way of stopping an alien robotic being from invading the planet. The video features him travelling to the site of his departure with cut in shots of him and a woman, showing the scenes before he leaves. He seems very emotional as he has to leave the one he loves behind.

ExpectationsThe video fulfils the audiences expectations of a deep & meaningful

narrative by the use of many things within the video.1. The audience expect to see something that focuses on his feelings.

The scenery shows how independent and how deep he is within his thoughts. The long open road triggers the audiences emotions as

they suspect something big to happen as he is 'walking towards the end'. This helps to fulfil the expectation as the audience suspect

there will be a meaning as to why this scenery is used.

In this video he is giving up his life and surrendering himself to save the people he loves. The clear message in this video is that he will do anything for the people he loves “if it means saving the people I love and care about, thats what I'll do”. His unselfish attitude and good intentions makes him so loved and respected by audiences and fans which explains why he is so successful as an artist. This is one of his strong selling point. Being an international superstar people would expect a money oriented attitude but as Chris Brown displays the complete opposite he is liked more and more by a wide range of people.

What makes him successful as an artist

The audience also expect Chris Brown to be different in his video. He doesn't follow a typical trend in videos involving hundreds of women on a

beach but instead creates a highly emotional narrative based on his feelings to try and reflect his personality.

YouTube

This video has 44,922,912 views on YouTube, with 258,498 people 'liking' it.

On Vimeo, the video has 673,000 plays, with 1,027 likes (Vimeo is used less for watching videos).

These statistics show that the video is gaining viewers and coincidentally, buyers of the song.

This shows that the video is doing what it intended to do, that being to sell the song.