Research: What is a Music Video by Jemar - Ms B

What is a music Video?
A music video is an visual footage of an performance which is normally played out by the artist  in order to promote hes or shes music. Music videos allow the artist to promote they're music to their audience in order to increase recording sales. this is done through integrating dancing or visual images which are used to allow the audience to interpret the lyrics.

The music video industry uses a range of different film making techniques styles in order to better the video. These styles techniques includes Documentaries, live action filming, animation and non-narrative approaches.
Music videos often integrate different styles such as animation and live action. Many music videos interpret images, action (dancing/Acting) and song lyrics, while others take a more thematic approach. Music videos which are without a set concept which is basically without animation or a narrative etc... are often filmed with the version of the songs live performance, For example, Celine Dion - My heart will go on.

The music video industry has formed a relationship with a number of leading medias all for different reasons, 
but the most common of them all is solely to promote music.
These range from:

Radio - Most artist visit the radio station and speak to some of their audience over the radio, this allows them to talk about their music and promote it.

Television - The MTV is a television channel made up of different channels within it, each channel plays certain genre of music. This allows the audience to know what channel to view in order to listen to they're preferred music type. In addition, this benefits the artist as the MTV music 

Internet - On the internet music is promoted through the use of YouTube for a example, as are able artist promote their music by uploading their music video, This is then advertised in or around YouTube or on other videos. Social media sites such as twitter and Facebook are also another effective way in which music is promoted by an artist.

Print Media -  Other media such as printed media is used in order to promote artists and their music. newspapers, magazines, posters and leaflets are the main ways in which a artist and their music can be promoted.

Film soundtrack - The film industry also helps with the promotion of music as soundtracks are used within the film. This allows both the music and film company to promote off each other and grow together. For example, Fast & Furious 6 - We own it ft 2 chains & Wiz Khalifa.

What is the purpose of a music video/Artist who create them?
The purpose of music videos is for financial gain such as making profit. However,  The dual purpose of a music video to the artist and record company is to promote their music and get recognised. When a song is released along with a video, this doubles the amount of people that will hear and listen to it due to the exposure. As a song on its own it can only be played on radio and audio on internet services such as iTunes. However, with a video to accompany it, this means the song will be able to be played on sites such as VEVO and YouTube as well as MTV Music channels. This then increases the number of people to hear the song which will eventually lead to an increase in total sales.

• Music Video Purpose
• Narrative with meaning
• A product to entertain
• Buy into artist lifestyle and ideas
• Attract a particular target audience
• Marketing tool to promote

Conventions of a music video

• Visually styling - artistic mise-en-scene
• Rhythmic montage, fragmented style
• Experimental, yet conventional use of camera editing
• Conspicuous lighting and cinematography
• Integration of narrative & performance based video.
• Close ups (Focus on star)
• High key lighting

Technology advancements
Where once music was only able to be accessed on the radio now with the rapid change in technology there are a number of ways that the audience can watch a music video. The two main ways are Music channels and YouTube as videos are easily accessible and cheap for the record label for promotional purposes.

New music sites such as  VEVO is a place where established and also upcoming artist upload their videos and this helps market for their music. This is also an effective way of exposing their videos to loads of viewers in order to gain recognition. For example, Carly Rape Jepson who has come from being totally unheard of to gaining 260 over million views with her hit song Call me maybe.

Cinematography 
The advancements on technology has allowed special effects to have an even bigger impact on the audience as it helps grab the audiences attention whilst keeping them entertained. This is done through the use of visual imagery. This makes the audience enjoy the video and praise the artist. In addition, this then entices the m to buy the single in order to support their artist.

Audience impact
A music video influences the audiences decision on whether or not to buy the song. This is done through changing the audiences perception of the song or artist. The audience may dislike the artist or the song however, the conventional contents of the actual video such as being visually styling may encourage the audience to watch another video of that artist to judge whether they like the song or not. This then makes the artist more noticed as more of they're songs are being recognised but also manipulates them and  makes the audience search for a different song to watch without even realising the effect the first video had had on them.

Conclusion
Identifying the purpose of a music video has allowed me to start thinking of the planning stage in which i will attempt to create a conventional music video. This research has allowed me to come familiar with the different conventions in which allows a music video to be successful. I've also learned how to use the use of different micro-elements to change the audiences perception of the music video in hope to make them feel differently about it.