Independent Research

The Videographers Guide Ep. 1 - The Music Video


Why Use Promo's?

Modern music videos are primarily made and used as a marketing device intended to promote the sale of music. In creating a music video in the public eye it creates interest into the artist’s music. Being elevated on platforms such as MTV and even surpassing less modern platforms such as radio. Promos can also act as part of the construction of the image of musicians.

Relevance of promos now and who makes them? Big bands or independents?

As promos can be made by anybody who owns a camera, with a developed idea - independents and big bands can make promos. As it is not a money fuelled business, it is open to anybody willing to give it a go - this however does not conclude whether the promo will be successful or not.

Promos for big bands tend to have bigger budgets and therefore more elaborate videos which go mainstream, this then can result in popular artists being nominated for awards at the MTV VMA's which are watched by masses worldwide. These sorts of award shows keep promos incredibly relevant.

However outside of the mainstream world, underground cultures still hugely benefit via independents making promos. Independent artists such as Stormzy and Chance The Rapper both gain huge recognition and followings from their music videos, recognised by creative's and directors. In posting these promos on online platforms such as YouTube, artists can gain huge followings and benefits from viewers watching the promo's.

Well known promo directors - who are they and what makes their promos good?

Francis Lawrence - “I Don’t Want To Miss A Thing”, Aerosmith (1998); “Girl’s Best Friend”, Jay-Z (1999); “I’m A Slave 4 U”, Britney Spears (2001); “Cry Me A River”, Justin Timberlake feat. Timbaland (2003); “Bad Romance”, Lady Gaga (2009)

He’s a visual storyteller, and his expensive-looking videos reflect that. There’s a certain fantastical elegance to Francis Lawrence’s music videos. The videos look high budget and step somewhat outside of the box, using the videos as lyrical metaphors.

David Fincher - Express Yourself”, Madonna (1989); “Vogue”, Madonna (1990); “Cradle Of Love.”

The videos he did for Madonna ['Vogue', 'Express Yourself'] and Aerosmith ['Janie’s Got a Gun'] were head and shoulders above everything else that was around at the time. They looked like small feature films, carrying a sort of mood and context, becoming more than just support for the music, but an art in themselves.

MTV VS Viral?

MTV is a well known entertainment company which has branched off vastly. From starting as a simple entertainment channel, it now hosts award shows and a record label. MTV's style had a huge impact on the 1980's culture. Soon a lot on TV began to develop MTV's style. As MTV is constantly upping the creative ante for artists, it has a huge impact on modern idealism and culture, when creating promos. Publishing imagery with vast visual techniques and images, possibly creating a new visual future. MTV's demographic is predominantly young adults and they often showcase videos of renowned artists, however new programmes on their subchannels work to develop the works of young creatives.

Social media promotes the idea of viral entertainment. It is the most common way of artists communicating and distributing their material. With social media artists can get a direct opinion from their target audience. In viewing their likes, comments and shares it can create a platform for developing their promo's/ideas. In modern day it is much more beneficial to have something visual and shareable. Near enough everybody has access to the internet and with the use of YouTube music videos have the potential to be shared and viewed by millions of people virally. This means that their music will also be shared and hopefully this would generate interest in an audience buying the music.

Whilst Justin Bieber is  very well known for featuring on MTV he also averages over 40 million YouTube hits per video, this with the use of advertisement on YouTube can generate huge profit and excitement surrounding Justin Bieber as an artist.

How has digital technology opened up the opportunity for more people to make their own promos?

Digital technology has opened up huge opportunity for anybody to be able to create their own promo's. With the popularity of YouTube many individuals create videos for an easily accessibly audience with the hope of developing a viral reception. With the easy access of location, cameras and editing/audio software's anybody can create a detailed, well-developed promo. With paid software such as premier pro, people can edit videos they have filmed, with a professional feel and flare.

Also with most ordinary cameras having filming features people can take out their everyday handheld and create either a home-made feel of work or a professional feel of work. Many people have actually stumbled across careers by being spotted on online services such as YouTube, for the work they have created and posted.

Advantages of promos for sales/profit.

Promo's can make music a lot more dynamic, adding depth and further understanding to the meaning of a song. Many people choose to watch music videos on YouTube rather than listening to the songs on SoundCloud. With YouTube being the biggest link-share site an popular artist is guaranteed to develop vast earnings via advertisement through monetised videos. Also with videos being shown on MTV music, artists are sure to attract attention to their music, if liked, they will generate further sales and profit.

Promo's also merge to creative worlds together - the world of video and the world of music. This will attract two different types of audiences. Those that are interested in the dynamics and direction of the video and those that are interested in the sound. This means that the music industry may generate profit from both of these worlds and sounds. In having a world-renowned director shoot your music video, you may gather a more vast audience, if they then take a liking to the music too - profit will be created.

Promo's also benefit underground artists that cant have their work showcased by the likes of VEVO or MTV. Much of the underground creative culture all blends, young people are beginning to learn all different types of talents. This means that young directors may come to be inspired by the music video, but then stay for the music. Supporting the artist and the visual director - again developing, interest, sales and profit.

Future of promos

I think Promo's will continue to be used for as long as YouTube and MTV music channels last. I personally think they are hugely important in advertising and developing songs. They add excitement to music and merge the two creative worlds.

I think promo's will soon become a necessity in music becoming huge selling. Rarely any artists release a popular song and don't have a video to assist it.

The music industry has felt pressure from other forms of entertainment delivered by platforms such as YouTube, consumers are being presented with more options of entertainment therefore the music industry has to delve into other forms of art (Video) in order to keep a wide, varied audience. Although the music industry fought against internet being a form of distribution (loss in sales, YouTube uploads are free) they were eventually forced to recognise and take advantage of the use of the internet.