There a different purposes to the creation of a music promotional video to aid an audio track for audiences to view worldwide. The two main reasons identified are as follows;
- Promotion
- Publicity
- Making of Money
- Increase sales
All of these contributing factors together combine to make a successful campaign for a music soundtrack in relation to both popularity and knowledge of the song as well as maximum revenue.
Definitions:
Promotion - The promotion of a music video is instrumental to get the music known and identified by the people both within and outside the music industry. Production teams and artists can promote their video through methods such as radio interviews, music conferences and through social media networking. This is evidence of the relationship shared between different types of media such as Radio and New Media.
Publicity - This refers to having the video portrayed and known specifically within the public. Publicity mostly occurs in relation to print media and Television. Music magazines often have aspects such as reviews of new released music videos and gives the consumer ideas about new music soon to be on the market. Also, programmes such as MTV and entertainment news programmes such as E-news are a huge way to publicise new music videos to get them known to the public with shows such as the Top Charts to monitor what the hottest tracks at the present time are. This again shows the relationship between the music video and different media sources such as Print Media and Television.
Increase Sales - Both of the above are key to how much the sales of a music video are increased by as they determine how known the track is within consumer audiences and how successful the track is overall. Although ultimately, much is determined on the quality of the music to make audiences eager to buy it, a successful music video accompanied by a strong promotional and publicity campaign can increase sales to a recognised position where it makes as much revenue as possible and there is a greater profit gained for the music production company.
Synergy:
The interaction between different media industries is called synergy, where the combination of the two industries overlapping can reach a product out to a greater variety of audiences making it more likely to gain an overall interest in the music, music video and a larger profit altogether, as well as gain interest in the product from the other industry e.g. film.
As mentioned above, there are many types of synergy within the media industry. Music is often coupled together with TV, radio and print media to gain as much publicity and knowledge as possible. However, a major type of synergy can be found within the relationship between Music and film. It is often found that clips of a film are found within a music video of a soundtrack and the content of the song relates to that of the film. Furthermore, the film then adopts the song as its main soundtrack and the song can feature throughout the film or as part of the end credits.
Examples:
Wet Wet Wet "Love is all around" / Four weddings and a Funeral
This is a great example of synergy between the music video and film. It is clear that throughout the video there are clips of the film "four weddings and a funeral" shown on screens within the screen that the audience see. This is effective as the tone and content of the song relate to that of the clips in the film and therefore the audience receive a greater sense of emotion from the music video altogether with the coming together of both the film and the music video. This is an effective example of synergy based on the fact that this will help both to promote the music of the song as well as the film.
A Thousand Years - Twilight Saga Breaking Dawn Part 1
Christina Perri - A Thousand Years and Twilight Saga Breaking Dawn part 1 is another great example of synergy within a music video where Christina is present singing the lyrics of the song in various different locations that have quite a tranquil, free and relaxed environment which correspond with the tone and pace of the song and furthermore are in cohesion with the clips shown from the film. This works very effectively as the music video helps capture the audience in regards to both the song and the film which gains an interest in both sources of media.
Elton John - The Circle of Life - The Lion King
Yet another great example of synergy within a music video is The Circle of Life by Elton John where there is a main shot of Elton singing at a piano top which is supported by a furry pretend Lion which relates to the film, the Lion King. As the video continues, there are clips from the actual animated film the Lion King which massively helps increase the popularity of the film as the lyrics of the song are extremely relevant to that of the film. This yet again helps to massively boost the popularity of both the song and the film which makes the music video relevant to a wider audience.
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