For this unit, we have been asked to make a music video. Music videos are a way for the artists to promote and sell their songs. Along with the making of the video, we have been asked to research on different music video outlets. These music outlets are...
Mainstream TV
Music Channels
Direct CD/DVD Releases
Downloads Legally/Illegally
Artists Website
Streaming
Mainstream TV
Mainstream TV
Mainstream TV consists of five channels all in which every TV should have. These channels are: BBC1 BBC2 ITV1 Channel 4 Channel 5. In previous years, these channels were a good way for the artists to become recognized, but nowadays music videos are rarely even shown on these channels as music channels have been introduced. Mainstream TV is linked to other outlets, for example, Streaming Websites. An example of a streaming website is YouTube. These sort of websites are empowering Mainstream TV channels as viewers would rather search for what they want than wait for a long period of time to just see a music video. In 1998, T4 was first presented on Channel 4 displaying music videos. Another show presenting music videos/live music from the artists is Top of the Pops shown on BBC2, which broadcasted weekly between the 1st of January 1964 to the 30th of July 2006. These two shows rarely air anymore as new technology have produced other ways for viewers to see music videos such as music channels Viva and MTV. Not only has music channels been introduced, but the internet is another way of watching music videos e.g. YouTube. Mainstream TV is the best way for the artist’s promotion strategy to be known because the five channels all have a high viewing rate e.g BBC1 get on average 26,986 million daily viewers, and many artists use this as a way to introduce themselves and their music. Overall, the advantages of this outlet enables easy access for the audience to watch, and gains many viewers for the audience, earning popularity for the artist. A good example of a worldwide popular music video that viewers stayed up to watch was Michael Jackson’s Thriller, which aired in 1983 on Mainstream TV. The negatives of this outlet are that videos can’t always be shown at earlier times, which is known as 'watershed' e.g. the two versions of 'Blurred Lines' by Robin Thicke,one being a video of naked women and the other with women clothed- the naked one would only be shown after 9pm. Viewers may wait all day for their favourite music video to come on or try to capture a new music video being released to watch in which it may not at all come on which is a waste of time.Music Channels
Music Channels expose the new and current music videos and upcoming artists. They also do top 10/30/40 etc. charts of artist’s music and new song releases. Other outlets that link with music channels are streaming websites. Viewers may not like a music video that is played on music channels so they can search on YouTube for the one they want instead of waiting. An advantage of music channels is that it’s good quality. Watching a good quality music video is a must for the viewers, whereas if you watch videos on the internet, they may look out of proportion and buffer which is time consuming. When an artist dies, music channels tend to play tributes to that artist by playing their old/recent music for a couple of months, making it helpful for their record label. They did this to big artists such as Whitney Houston, Amy Winehouse, the King of Pop Michael Jackson and many more. Another advantage which is a plus for the viewers is having different type music genre channels, for example, Massive RnB displays RnB/Hip Hop music and Kerrang shows heavymetal/metal/rock/indie music. This is a good way for the viewer’s interest and taste in a particular genre to stick to one music style channel, gaining popularity for the views of that music channel. Of course, a disadvantage to this outlet would be people not having music channels because they can’t afford to have expanded channels, making them miss out on artists’ new releases and seeing what’s in the charts. Also, sometimes when a music video is being played, it is not all played because then another music video is starting, cutting off the music video. Viewers may dislike this as they want to listen and watch the music video from start to end. This happens on many channels such as Box Television, Viva, MTV etc.
CD/DVD Releases
CD and DVD Releases consist of interviews, ‘behind the scenes’, and the artist’s life. Artists release DVD’s along with their music video to include bonus tracks and videos of their performances to gain more promotion. This outlet links in with Downloads because downloading an album/single on a site such as LimeWire is easier than having to go out to the shops to buy the single/album. Releasing DVD’s are a good way of artists to make fans buy them as they contain rehearsal and backstage footage. This way, viewers would have to buy the DVD as they can’t see it anywhere else. This would be an advantage for the artist as their company gains money because it’s being purchased as the DVD cannot be seen anywhere on the internet. An example of this is Justin Bieber’s movie, ‘Never Say Never’, which was released in cinemas in the UK on the 18th February 2011 and then released on DVD on the 25th July 2011. The first trailer for the movie first debuted on 26th October 2010, consisting of home and behind-the-scenes footage chronicling his rise to fame, and interviews with people such as Usher and Scooter Braun. Fans were able to purchase tickets for it beginning on the 29th November 2010 and could also receive official movie merchandise like a souvenir VIP lanyard, a glow stick, a bracelet and purple 3-D glasses for the film. The second official trailer was released on November 22nd 2010. It emphasized the 3-D aspect, starting with Bieber throwing popcorn and silly string as the words “This Valentine’s Day, See Bieber… Like Never Before” portrayed across the screen. Shown are montages of home footage, behind the scenes footage, and tour clips, including Bieber throwing his shirt into the crowd. This build up to the movie was an exciting way for girls to want to watch the film and to then buy the DVD when it’s released (in 3-D too), which was a great way to gain money. The film contained high quality filming from his Never Say Never concert and backstage which is another reason why viewers would want to buy the film.
A popular store that sells CD’s and DVD’s is HMV. I’ve noticed when walking around in HMV that they play an artist’s new and upcoming album/single, supporting them increases the buy rate of that particular album/single. Also, when a CD is bought, the money gained links to the artist’s record company which is beneficial to the artist. Downsides to CDs/DVDs Releases for record labels are that people may copy the CD and sell it for cheaper, this will mean people will not buy it from official stores which won't gain the record label money. Also, another downside is that CD’s and DVD’s are easily damaged which is a downfall for the viewer.
Downloads Legally/Illegally
Downloads legally/illegally are both common in today’s society because of the change of technology. The internet provides the illegal and legal downloads for viewers to use. Websites such as Isohunt is an illegal download service. Viewers use this because you can download music/films/programmes etc. for free, it’s an easy and quick access, and it’s easy to transfer to a device such as mobiles and iPods. Although it’s an advantage in some areas, it can be a disadvantage as you could get caught, and fined. The fined money is then forwarded towards the industry. Also, when downloading, you could be downloading viruses which then completely messes up your computer which is then difficult to fight against. Downloading illegally is a downfall for the record labels and artists as well as for the viewers because they are not selling enough records because people would rather download songs for free. This means it’s harder for the record labels and artists to reach to No. 1 in the charts, and to gain money. Legally downloading music is beneficial to the artist and record label because the money transfers to them because viewers have to pay for the music they download. An example of a legal website that is very populated is iTunes. iTunes has the best quality and is very easy and quick to download. A bonus for viewers is that before you want to buy a song, people can have a preview of the clip of a song. If they chose to not like the song/album then they don’t have to buy and waste their money on something they don’t like. The prices shown on iTunes prove that they are not conning viewers as they’re the same prices sold in stores, such as HMV. Being able to download legally is easy for the viewers as they don’t have to travel to a shop to just buy one single or album, so it’s simple and not time wasting for the person.
Artists Websites were introduced to help promote themselves. On their websites, they post blogs, videos, pictures, interviews, merchandise, and announcements on singles etc. This is a good way for viewers to notice them and become known. Artists Websites is an advantage in many ways such as fans being able to spread the word over social networks like Twitter and Facebook, announcing new videos and music which benefits the artist because the word is more likely to be escalated all over the world. Also, by wanting to look at an artist’s website, instead of repeatedly searching for their website to see if anything new has been posted, you can register an account. This means you will be updated regularly, which is easier for viewers as it is less time consuming. The only negative to point out would be viewers not being able to have easy access to the artist’s website because of the internet, making it hard for fans to not keep up to date with the artist’s posts. An example of an Artists Website: Jessie J. She is a well-known worldwide artist. Because she is a high standard, enjoyable and great live performer, she has a large fan base in which she calls them ‘Heartbeats’, which helps her gain more popularity and helps her record labels, Island Records, Lava Records, Gut Records, and Universal Republic Records. On the 23rd September 2013, Jessie J released her new album ‘Alive’. Her website has been updated to promote her new album, posting news about her album ‘Alive’, displaying new music videos such as ‘Wild’ and ‘It’s My Party’, showing tour dates, new merchandise such as t-shirts from her ‘Alive’ tour, having her album icon and ‘Alive’ font being the first thing appeared on the website and etc. She has links to iTunes, Twitter, Facebook, MySpace and YouTube which means whatever she posts on her blog, it is then shared onto the social media websites.
Streaming Websites is a quality way for artist’s upcoming music videos to help be promoted. YouTube is a global website that is used to search old and new music videos. YouTube is a lot better than Mainstream TV and Music Channels in a certain way because you can watch old music videos whereas on the other two outlets, it’s quite impossible to as they play a lot more current videos. YouTube is a great way to become noticed, for example artists like Justin Bieber and Jessie J were found by posting clips of themselves singing and are now selling many singles, and have a large fan base and are both earning millions. Advantages for viewers is that they get to rate the music video and comment, expressing their opinions. This way they feel like they are being heard from people all over the world as other people get to comment on their comment and also get to like or dislike their comment. Another advantage of YouTube is that viewers get to create playlists of their favourite songs that they would like to hear, which is great because they might not be able to afford to buy songs or may not trust illegal downloading sites. Also, YouTube is free so everyone can watch videos worldwide. The downside to YouTube is adverts. YouTube have adverts at the start of music videos, which may be 1:30 seconds long or if lucky, 30 seconds long. This creates a drag and a waste of time. One more downfall is that YouTube sometimes has promotions and links on the actual video which is an interruption because it’s in the way. If you click on the link by accident which is easily done, the video stops and another video is being played which is very inconvenient and annoying.
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