Research: The purpose of music video

                                                          The purpose of music video.

A music video is short clip or film that is used to accompany a piece of music. Music videos are primarily used to  market and promote the sale of music recordings. However some artists choose to create a  music video purely for a creative purpose.

                                            Classic convention.

• The purpose of a music video  would be to entertain  the audience, for example the artist would to  offer to add  an  extra feel to the song by adding visual and entertaining the audience.

• Setting, genre  needs to much with the story behind the lyrics,
• Music video is used to influence the audience.
• Usually music have an huge impact on the audience.

This is a music video from rudimental, It demonstrates visuals and actions throughout the video enhance the entertainment purpose of the song and the lyrics fit well, As the music video relates  perfectly to the flow of  the song as there is  a lot of movements and actions in within the video, the beat of the music is calm then it gradually builds up.

• Music video  is also a marketing tool to promote the artist or song  in order to gain popularity.the reason is that  a music video  there could be a high demand of making ta music video  following the  song  being released beforehand.

• Rihanna is a mainstream  artist who has loyal fan base worldwide.However her music videos has a lot of sensual sexual, aggression, even through the audience are aware of the thing rihanna doing is not expectable, especially for  younger  audiences they would want to  copy  exactly what she did in the video such as . tattoos, and drinking, they will think that its a expectable.  
  
  
   

• The aim of the music video is to attract their own target audience  whether its ,Hip hop, R&B and Rock  or any other genre or music its all aims at their particular audience. 

convention of music video :

A music video usually contains different  number of  elements

• Narrative based music videos. this is when the artist or group are taking part in the music video.  
• Thematic music video. This is when  structure of the story is being portrayed to the audience. 
• Symbolic music video. A particular music video is based around a conspiracy theory or religion   
• Visually stylish. This is where is artist priorities the music and song over the lyrics.  
• Rhythmic
• Experimental. conventional use of camera/ editing 
• Fast paced
• Lighting 

 Synergy :

 A synergy is where  two or more products or companies combine to make a video, and  use  the video  as a platform to give  them success. a music video  may be made to increase publicity for a film. For Olly Mur promoting his music video on radio show before hand so his fan will keep up with is new music video will be released.

This is a great way to boost  the artists single has his on magazine, the artist image would work as promotional tool for the artist.

The audience impact:

The main reason behind music release of a  music video is to appeal to the target audience. the demand  for music video  leads to  more media institutions such as TV , Radio , Magazine, to view  these  music  videos  which open to the audience. an example will be a 'UK Top 40'  on  MTV music channel. The audience 's opinions and reactions to a music video  can vary. for example some music video can be conveyed as being controversial. An example being the music video  for ' pour it up' by Rihanna  in which she is dancing on the pole, barely has no clothes on, This video  got a lot of negative  reviews  from the viewers of the music video. the younger its a let down, as she is showing that being a sexual object  is acceptable. Her behaviour is not good, as younger people look up to her as a role model. a source  from ' the feminist wire'  criticised the music video ' self degradation'  younger fan will imitate on everything she is revealing. 

However, at the end of the day even though the video receives negative criticism, it could still  help promote the music video,This is because negative feedback  cause  controversy and  therefore  it makes it an area of debate for  the  single and the artist.        

Technological  Advancements 

Technological  advancement  sometimes works against the popularity of music videos.

• Television and the increase of music channels could  also be a threat the industry  as for major organisations such as sky TVs music package, as music packages  can be expensive, the audience may not be able to afford the package. therefore they will be limited in watching the latest music video.
• downloading of music in order to listen on portable devices is also an issue. For the people downloading songs so they  can listen to their music on their headphones or earphones. which not able to watch the video.
• The advancement of  illegal downloading techniques also works against music videos. Illegal download  takes away the nature and aim of the music videos as people are more interested in illegally getting hold of music.    

Conclusion 

This is a research of the purpose of a music video, I have enhanced my understanding of  the music videos  and the music video industry. Moreover, this research  would also beneficial me as I, would get the knowledge which will help me  create my own music video.