The Music Video Industry

Research and exploration

into this specific industry

The 'Music Video'

A music video is essentially a short film which integrates the use of song and imagery for creative or promotional purposes. Most music video's primary functions are marketing devices for artists in order to gain publicity for their new single or album.

Music videos properly came into existence in the 1981 with the launch of MTV, showing music videos 24 hours a day, 7 days a week. The first video to be played on MTV was 'Video Killed The Radio Star' by The Buggles. Since then, millions of music videos have graced TV screens across the globe.

Features of Music Videos

There is no 'set way' to create a music video. The fabric of a music video is a complex one, as they can consist of virtually any style, technique and concept. Music videos can be both filmed and animated, they can feature live performance, linear narratives and non linear narratives. Music videos can choose to focus on the supporting lyrics or ignore them completely.

Essentially, if an idea can be conceptualised, it can most definitely become a music video.

 

What is the purpose of a music video?

Making a profit and gaining recognition are the main purposes of music videos. Releasing a music video essentially doubles the exposure of a song. If an artist was to just release singles without visuals, the songs can only be played on the radio, limiting the audience it can reach. The songs cannot be played on designated music channels on TV if they do not have accompanying images, and the artist will not make as much profit or gain as much recognition.

Music videos also allow for the artist to be seen, and therefore increasing their recognition and fame.

What goes into the making of a music video?

Making a music video involves the following 3 stages:

 

1. Pre-Production

       The first stage in the music video process, where production        companies are chosen, ideas are thrown around, and the            artist chooses a single which they would like to turn into a            music video. Storyboards will be made and directors will              have an idea in their heads regarding how they will                        influence the music video.

2. Production

 

       The second stage involves the actual making of the music            video. Crew will be hired, locations will be chosen, and dates        will be confirmed. Once production has commenced,                    hundreds of takes will be made to ensure that the                          preferred style and idea is achieved, and to avoid having to          re-shoot, which takes time and costs money.

3. Post-Production

      This is the third and final stage, where the video is edited             and special effects are added if needed.

      Another part of the crew will edit the video, and to some             extent put their personal touches to the video. Visuals will           be in sync with a pre-recorded track from the artist, who will       often have no input at this stage.

      After editing has taken place, the music video is ready to be         distributed. Images from music videos will also be present           on the artists albums and advertisements in order to create         a 'brand' or  a 'package'.

 

Notable music video directors.

Francis Lawrence

'I don't want to miss a thing' Aerosmith (1998)

Won mtv music award & became second most popular video of 1998

'Cry me river' Justin Timberlake (2002)

Won best pop video at MTV VMA's

'Bad Romance' Lady Gaga (2010)

Won MTV video of the year

 

 

 

Samuel Bayer

'Smells like Teen Spirit' Nirvana (1991)

Guinness World Records named the video the most played on MTV

'American Idiot' Green Day (2004)

Won best music video

'Bullet with butterfly wings' Smashing Pumpkins (1995)

Won Grammy for Best Hard Rock Performance Video

 

Mark Romanek

'Scream' Michael and Janet Jackson (1995)

Won a Grammy for Best Music Video

'Hurt' Johnny Cash (2002)

Ranked Best Music Video of All-Time by NME

'Closer' Nine Inch Nails (1994)

Voted VH1's Greatest Video of All-Time