Research: Function of a Music Video
In the media first lesson, we as a class dicussed the functions of a music video. Here are the main functions:
- Promotion: Music videos are produced to promote the artist in order for their fans to either buy their album, buy their merchandise or to buy tickets to see them live
- Fanbase: Videos could draw in more fans which would benefit the sales
- Entertain: In order for the public to buy tickets, they must be entertained by the music video. This would also bump up the views for the video, Lady Gaga is a great example of this. Some artists begin their career solely on YouTube views e.g. Justin Beiber
- Views: The more views a music video gains, the higher their status. Outrageous/fantasy videos are more likely to gain more views therefore draw in more fans e.g. Lady Gaga has a huge number of views and fans. Her music videos are not only one of the most viewed but also the most talked about videos due to her outrageuous outfits
However, music videos differ from conventional broadcast narratives from the:
- Quality of footage
- Music track
- Artist performance
- Jump cuts
- Excessive editing
- Basetrack
- Slow motion
