Introduction and initial task:
Generate initial ideas for your promotional presentation and conduct research into their viability. To do this, first draft a research plan to outline the possible sources of information that will help you develop your video ideas. Next, look at different sources of information to gain a better understanding of the promotional video market and patterns of consumption. Show how and where you have extracted information from these sources by annotating your work and producing a report. Be sure to write a final conclusion detailing how relevant you found the whole process and be sure that you have included a range of sources. The information you gather must be targeted and relevant to your ideas and will form the basis of your promotional presentation which you will present to the recording company executives. You must work independently to apply research methods and techniques to near-promotional expectations.
Presentation plan mind-map:
Topic 1:
WHAT IS A MUSIC VIDEO?
A music video is defined as "a video containing music, especially one created to promote a pop song."
A music video is a short video to accompany a song, in order to give the audience and inquiry as to what the song represents. There are numerous purposes of a music video, including for the artist to show their talents, for the artist to make an extra income with views, for the artist to tell the story of the song, and also to help the audience remember the song, and evoke a reaction.
A music video is defined as "a video containing music, especially one created to promote a pop song."
A music video is a short video to accompany a song, in order to give the audience and inquiry as to what the song represents. There are numerous purposes of a music video, including for the artist to show their talents, for the artist to make an extra income with views, for the artist to tell the story of the song, and also to help the audience remember the song, and evoke a reaction.
Information: What a music video is along with its purpose
Why do this: Informing the audience on what a music video is and the importance of having one, allowing the audience to expand their knowledge and understanding.
Research used: Own knowledge and secondary information from the internet. Secondary research was useful for this as it was easy and effective to find. Using definitions from the internet provides more accurate and understandable information for the client. This is useful to establish a clear understanding for the client.
Why do this: Informing the audience on what a music video is and the importance of having one, allowing the audience to expand their knowledge and understanding.
Research used: Own knowledge and secondary information from the internet. Secondary research was useful for this as it was easy and effective to find. Using definitions from the internet provides more accurate and understandable information for the client. This is useful to establish a clear understanding for the client.
Topic 2:
HISTORY OF MUSIC VIDEOS:
The earliest music video was created in the 1950's, by Tony Bennet, who claims he created the first music video named ''Stranger in Paradise'', as he filmed himself whilst in London, walking in Hyde Park, with his song playing in the video. History was made when MTV, the first ever 24h video music channel launched onto everyone's television sets on the 1st of august, 1981 when MTV played their first ever ironic song ''Buggles - Video Killed the radio star'' |
Information: Brief history of music videos with examples and further information
Why do this: Provides contextual and background knowledge, also allowing the client to gain ideas. Showing the evolution of music videos over the years. The timeline provides the client with an insight into how certain music videos revolutionized the industry and have changed over time, wit examples, such as "Stranger in Paradise", given.
Research used: Secondary sources including websites and YouTube videos. It is important to use secondary sources as it shows the ability to pick out significant information and comprehend information from various sites and sources. This also ensured that my information was accurate and concrete when giving the client a clear understanding of the historical significance of music videos.
Why do this: Provides contextual and background knowledge, also allowing the client to gain ideas. Showing the evolution of music videos over the years. The timeline provides the client with an insight into how certain music videos revolutionized the industry and have changed over time, wit examples, such as "Stranger in Paradise", given.
Research used: Secondary sources including websites and YouTube videos. It is important to use secondary sources as it shows the ability to pick out significant information and comprehend information from various sites and sources. This also ensured that my information was accurate and concrete when giving the client a clear understanding of the historical significance of music videos.
Topic 3:
PRODUCT PLACEMENT AND ADS IN MUSIC VIDEOS:
Breakdown of product placement: Bartier Cardi- Cardi B feat. 21 savage.
Product placement in music videos are useful for 2 things, advertising brands, and displaying wealth. Cardi B's music video for Bartier Cardi, in which the name itself was inspired by luxury brand Cartier, is a great example of how product placement is used for both of these reasons.
Advertising
Product placement for advertising is used throughout most of the video, with ads for lyft, fashion nova, beats and eos involved. Mentions of these products can help sell the product, as he audience would see this in an artists video, and automatically think it is a good brand, as a celebrity has it. It also gives artists a chance to promote their own lines, as shown in this music video, as Cardi has her own collection with clothing brand, Fashion Nova; therefore the product placement of Fashion Nova business cards and tape help Cardi promote her line.
Wealth:
Cardi B is a rapper, therefore stereo-typically, displaying her wealth is an important factor. This is displayed in a shot where Cardi is shown wearing extravagant ear-rings and necklace, which she flaunts at the camera. This shows she wants the audience to see how she spends her money, and with the red lipstick and outfit she's wearing, shows that the is passionate and in power.
Breakdown of product placement: Bartier Cardi- Cardi B feat. 21 savage.
Product placement in music videos are useful for 2 things, advertising brands, and displaying wealth. Cardi B's music video for Bartier Cardi, in which the name itself was inspired by luxury brand Cartier, is a great example of how product placement is used for both of these reasons.
Advertising
Product placement for advertising is used throughout most of the video, with ads for lyft, fashion nova, beats and eos involved. Mentions of these products can help sell the product, as he audience would see this in an artists video, and automatically think it is a good brand, as a celebrity has it. It also gives artists a chance to promote their own lines, as shown in this music video, as Cardi has her own collection with clothing brand, Fashion Nova; therefore the product placement of Fashion Nova business cards and tape help Cardi promote her line.
Wealth:
Cardi B is a rapper, therefore stereo-typically, displaying her wealth is an important factor. This is displayed in a shot where Cardi is shown wearing extravagant ear-rings and necklace, which she flaunts at the camera. This shows she wants the audience to see how she spends her money, and with the red lipstick and outfit she's wearing, shows that the is passionate and in power.
Information: Information on product placement using a specific example/case study
Why do this: To establish further knowledge and lead the audience to want to invest themselves into product placement in order to gain a higher revenue. This is important to educate and inform the client on the benefits o advertisement an product placement in music videos, with examples given to demonstrate how it can be implemented, giving the client inspiration and ideas for their own production.
Research used: Secondary research, through researching and analyzing the Bartier Cardi music video was used. Primary research was also used as the information and analysis provided is information I have found myself, based on the secondary research I used to get this. I took notes and screenshots of the music video and implemented my own knowledge. Primary research is useful for the client as it displays that myself and the company have understanding and experience in the topic being discussed, making the client more confident in our abilities.
Why do this: To establish further knowledge and lead the audience to want to invest themselves into product placement in order to gain a higher revenue. This is important to educate and inform the client on the benefits o advertisement an product placement in music videos, with examples given to demonstrate how it can be implemented, giving the client inspiration and ideas for their own production.
Research used: Secondary research, through researching and analyzing the Bartier Cardi music video was used. Primary research was also used as the information and analysis provided is information I have found myself, based on the secondary research I used to get this. I took notes and screenshots of the music video and implemented my own knowledge. Primary research is useful for the client as it displays that myself and the company have understanding and experience in the topic being discussed, making the client more confident in our abilities.
Topic 4:
TYPES OF MUSIC VIDEOS:
There are 4 main types of music videos: Narrative, performance, concept, and synergy music videos.
NARRATIVE:
Narrative music videos are music videos that tell a story, and stick to a specific story line, which directly relates to the song and the lyrics the artist is promoting. An example of this, is Joyner Lucas' "Ross Capicchioni".
PERFORMANCE:
In a performance based video, the artist is shown performing, whether that's dancing, lip syncing, or live concerts, they rarely have a specific message or any concept behind their music video, and are a cheaper alternative for music videos. The video i chose for this, is Labrinth's "Jealous". The director used shadows and angles effectively in this music video, as the artist is singing a sad song; shadows are used to connote loneliness and sadness, whilst a range of closeup and extreme closeup shots are used, in order for the audience to fully examine the artists emotions, making the audience feel empathy for him. No instruments or use of other actors are used in this music video, which helps the audience connect with the artist more, as it is just him alone in a dark room, singing a sad song passionately; with light only being on him, illustrating he is the main focus.
CONCEPT:
Concept music videos are usually based around a theme, such as a social or political issue, these music videos largely consist of symbolism and images which support the lyrics. The concept of this music video, question time by Santan Dave, is based on the government of England and World issues to do with war.
SYNERGY:
Synergy music videos are where two or more forms of media collaborate to make a promotional video. This is usually done with music videos in which the music is used in a movie. A great example of this, is the music video for "Go Off" by Quavo. Lil Uzi and Travis Scott, where the soundtrack for this music video is used for the movie "The Fate of the Furious", one of the fast and furious movies. You can hear in the lyrics, lyrics that relate to the movies, as the song is mostly about cars. The shots in the music video also relate to the film, as cars and smoke are used frequently, as well as scenes from the actual movie, with the main actor Vin Diesel. This helps both the artists and film makers get new audience fans, as the film will advertise the song by playing the song, and the music video for his song includes scenes of the move, as well as the main actor. Another great example of successful synergy is with the movie Titanic. With Titanic being a romantic film , the use of Celine Dion sound tracks was appropriate, and also allowed the expansion of the target audience as Celine was a global trending icon at the time, attracting many ages groups. The use of synergy in promoting both Celine Dion's music in the film, and Celine promoting the film with her music, allowed for both Titanic and Celine to achieve great success, both receiving phenomenal global recognition.
There are 4 main types of music videos: Narrative, performance, concept, and synergy music videos.
NARRATIVE:
Narrative music videos are music videos that tell a story, and stick to a specific story line, which directly relates to the song and the lyrics the artist is promoting. An example of this, is Joyner Lucas' "Ross Capicchioni".
PERFORMANCE:
In a performance based video, the artist is shown performing, whether that's dancing, lip syncing, or live concerts, they rarely have a specific message or any concept behind their music video, and are a cheaper alternative for music videos. The video i chose for this, is Labrinth's "Jealous". The director used shadows and angles effectively in this music video, as the artist is singing a sad song; shadows are used to connote loneliness and sadness, whilst a range of closeup and extreme closeup shots are used, in order for the audience to fully examine the artists emotions, making the audience feel empathy for him. No instruments or use of other actors are used in this music video, which helps the audience connect with the artist more, as it is just him alone in a dark room, singing a sad song passionately; with light only being on him, illustrating he is the main focus.
CONCEPT:
Concept music videos are usually based around a theme, such as a social or political issue, these music videos largely consist of symbolism and images which support the lyrics. The concept of this music video, question time by Santan Dave, is based on the government of England and World issues to do with war.
SYNERGY:
Synergy music videos are where two or more forms of media collaborate to make a promotional video. This is usually done with music videos in which the music is used in a movie. A great example of this, is the music video for "Go Off" by Quavo. Lil Uzi and Travis Scott, where the soundtrack for this music video is used for the movie "The Fate of the Furious", one of the fast and furious movies. You can hear in the lyrics, lyrics that relate to the movies, as the song is mostly about cars. The shots in the music video also relate to the film, as cars and smoke are used frequently, as well as scenes from the actual movie, with the main actor Vin Diesel. This helps both the artists and film makers get new audience fans, as the film will advertise the song by playing the song, and the music video for his song includes scenes of the move, as well as the main actor. Another great example of successful synergy is with the movie Titanic. With Titanic being a romantic film , the use of Celine Dion sound tracks was appropriate, and also allowed the expansion of the target audience as Celine was a global trending icon at the time, attracting many ages groups. The use of synergy in promoting both Celine Dion's music in the film, and Celine promoting the film with her music, allowed for both Titanic and Celine to achieve great success, both receiving phenomenal global recognition.
Information: Different types of music videos with elucidated examples and explanation
Why do this: To allow the audience to have extended knowledge and the choice of different format and presentation options for their production. Giving examples of the types of music videos is important for educating the client and providing inspiration for the type of music video the client would want to have produced. This can help narrow down options as well as aid in casting and location scouting, based on the type of music video in mind and what would be most suitable for it.
Research used: Secondary research- using recourses on the internet which already provided information for me, using the internet and finding out specific information. Applied statistical analysis to see which synergy music videos were most successful. This section was mainly secondary research, with some pictures/ screenshots I had taken myself, to better explain a certain element. In this case, secondary research was important to provide clear and accurate information, in which multiple sources such as websites, books and videos can be used for further knowledge and information. This will enable the client to have a much understanding as possible.
Why do this: To allow the audience to have extended knowledge and the choice of different format and presentation options for their production. Giving examples of the types of music videos is important for educating the client and providing inspiration for the type of music video the client would want to have produced. This can help narrow down options as well as aid in casting and location scouting, based on the type of music video in mind and what would be most suitable for it.
Research used: Secondary research- using recourses on the internet which already provided information for me, using the internet and finding out specific information. Applied statistical analysis to see which synergy music videos were most successful. This section was mainly secondary research, with some pictures/ screenshots I had taken myself, to better explain a certain element. In this case, secondary research was important to provide clear and accurate information, in which multiple sources such as websites, books and videos can be used for further knowledge and information. This will enable the client to have a much understanding as possible.
Topic 5: Marketing
DISTRIBUTION:
Distribution is the action of sharing something out among a number of recipients.
Distribution in the music industry is very important, as it helps get your music and music video out to a wider worldwide audience, increasing the popularity.
Music was distributed over radio and TV in the past, with distributors such as MTV in the 80’s, however nowadays it's much easier to distribute music, with companies such as YouTube, Anghami, Soundcloud, Spotify, and iTunes.
Distribution is the action of sharing something out among a number of recipients.
Distribution in the music industry is very important, as it helps get your music and music video out to a wider worldwide audience, increasing the popularity.
Music was distributed over radio and TV in the past, with distributors such as MTV in the 80’s, however nowadays it's much easier to distribute music, with companies such as YouTube, Anghami, Soundcloud, Spotify, and iTunes.
SNOWBALL EFFECT:
1) Audience members view the video and enjoy it. 2)The viewer shares it with other friends that may enjoy it. 3)The new viewers will further share the music video, either with more friends or online, increasing the popularity and making the video trending or viral. As views and popularity goes up, income also comes up. Increases popularity of the artist, can help get them features and followers, bettering their image in the music industry. |
Information: The definition and use marketing terms, with some contextual information
Why do this: To allow the audience to understand how their possible music video could be marketed in different ways. Allows the audience to expand knowledge and be aware of possible ways to increase popularity and revenue.
Research used: Primary and secondary research from class, books, and online resources. personal knowledge I've extracted from class. Secondary research was also used for clarification and sincere coherent evidence of the information being provided.
Why do this: To allow the audience to understand how their possible music video could be marketed in different ways. Allows the audience to expand knowledge and be aware of possible ways to increase popularity and revenue.
Research used: Primary and secondary research from class, books, and online resources. personal knowledge I've extracted from class. Secondary research was also used for clarification and sincere coherent evidence of the information being provided.
Topic 6:
DEMOGRAHPICS AND AUDIENCE:
Demographics is the study of a population based on factors such as age, race, and sex, among other factors. Results from a demographic audience analysis can allow a media planner to identify simple demographics such as age, gender, or geographic location and, as a result, can help them to define their target market. Demographic audience analysis helps media professionals identify key consumers and integrate this data with software to develop dialed-in media plans that are narrowly targeted. |
Information: The role of demographics in establishing the right audience
Why do this: This will help the audience understand who will be viewing their music videos to gain a deeper understanding of what they could be buying into, as well as how demographics will help to subject their audience. Introduces the client to what demographics they are likely to target, by showing them the target demographics of the company and the general genre and theme of the music/song chosen. Eg. a rap song will have a certain demographic which should be mirrored and abided by in its music video. It is important to ensure the client that their music video will reach success, by reaching the suitable audience.
Research used: Research from unit 29 and online researching. This was primary research, as this was taken from my own knowledge and information. It is important to use primary research as using and presenting first has information shows that I have understanding and good insight into the topic I am presenting to the audience.
Why do this: This will help the audience understand who will be viewing their music videos to gain a deeper understanding of what they could be buying into, as well as how demographics will help to subject their audience. Introduces the client to what demographics they are likely to target, by showing them the target demographics of the company and the general genre and theme of the music/song chosen. Eg. a rap song will have a certain demographic which should be mirrored and abided by in its music video. It is important to ensure the client that their music video will reach success, by reaching the suitable audience.
Research used: Research from unit 29 and online researching. This was primary research, as this was taken from my own knowledge and information. It is important to use primary research as using and presenting first has information shows that I have understanding and good insight into the topic I am presenting to the audience.