Friday, 9 September 2011

Music Promo Video : Purpose & Success Criteria

In todays class we had a discussion about what the purpose of a music video is and what makes it a successful video.

We began by watching the music video of the Talking Heads - Once in a Lifetime



Purpose

We were asked to each right down one thing which we believe to be the purpose of the video. 
I wrote that the purpose of the video is to increase the awareness of an artist & their music. When we discussed our answers as a group we came up with this list of answers;-

  • Advertisement - to advertise the product i.e the artist and there song
  • Draws attention to the music/song as it will be viewed via music channels such as MTV or youtube 


  • Illustrates the song - the video can be used to visually show the true meaning of the song, sends out a stronger message then just the lyrics on their own.
  • It appeals to a visual audience
  • Expresses an individuals emotions - if the artists for some reason could use a particular word or describe what they feel in their song, they can show the audience through the way they move
  • It can be used to tell a story
  • Markets an image - If the artist are wearing a certain type of look , then people, mainly their fans, will attempt to recreate the look
  • Promotes the artist/single/song
  • It persuades the audience to buy - Cd/download.
  • Raises the audiences awareness or profile of the artisit. 
  • Product placement - this is where firms pay for their products to appear in music videos as those firms hope that by having their products appear in in music video's , then the artists fans will go and buy that product as their favourite artists have them. It is also a source of revenue for the video E.g Christine Aguillera & her Perfume (Not Myself Tonight)
Success 

Once we completed this activity we next discussed how we might measure the success of a music prom video.  As a class we generated these answers

  • The amount of views (hits on youtube)

  • Word of Mouth - this is wear one person may have seen this video and then they have told their friends, who then go tell their friends etc, which will araise the awareness of the artist.
  • Newspaper articles -  If the video for whatever reason makes the papers, it will be publicised to the millions who read the paper daily.
  • The amount of times shown on Televison - If a video is played many times throughout the day then the video will be advertised to different audiences at different times and will increase the chances of being more popular. Or the fact the video is being played almost continuously shows it popularity as some shows like kiss or flava ask views to phone in and suggest which video they would like to see.
  • Downloads
  • Charts
  • Cd Sales
  • Award Shows - I.e VMA & MTV awards.

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