purpose of a music video

purpose of a music video 

Promotion- It used to be that videos promoted the single, which promoted the album (which was the most important part of the product). Stations like MTV and in other countries specialized programs would play them. They were cheap to play as they were promotional tools and were usually given out to stations for free. As videos grew in popularity, directors made more elaborate videos for big artists and many were established or up & coming film directors. These days the Internet has eroded record label income and music stations such as MTV play less video content, so many labels charge stations for videos now. They have become a revenue stream in themselves through iTunes and DVDs. However sites like youtube have become a new avenue for video promotion & consumer technology lets anybody make expensive looking videos for almost nothing.

Extension of income- Music videos are a good way for companies to make money; it cashes in on the success of a song, and helps to boost sales of other products linked to the singer. A music video can be sold on DVD or to other companies for broadcast, this would get money for the production company, the singer or artists featured in the song would likely get a percentage deal. Their would be repeat fees if the show was broadcast on TV. A music video extends the income of the singer-they would get money for doing the video, and from promotional duties and products.

Michael Jackson’s Thriller for instance took over $500 million in sales, no doubt boosted by its massively popular video, Jackson himself banked over $120 million. When it first aired on Top of the Pops it was played several times in the first evening. 

extension of outcome- A music video gives the company and artist numerous ways to expand its potential audience. A music video more than doubles the way a song can be accessed. A music video can be seen in many different ways- on a special DVD or blur - ay, often bundled with the soundtrack (e.g. Christmas promotions at HMV), on a Television channel, or on the internet. This ties in with publicity and other areas. People who buy a music video may not necessarily listen to music; a video can attract fans of the song or fans of the video maker, they could even design different editions to attract specific parts of the audience. A music video can connect with a wider audience than a audio track. A music video once made public can easily spread to other people, for example someone can ‘like’ a video on face-book and provide a link to it on youtube, or can spread word of it through conversations, this isn’t directly an outlet but it helps to expand the audience, music labels could make a video free to download for a small period-this ties in with publicity, then people would rush to watch it and word would spread.


Synergy- is where two products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a film, but may prove successful in its own right. One example is the music video ‘You know my name’ the official video for the James Bond film Casino Royal (2006) starring and sung by Chris Cornell.
A very successful film, it helped to increase sales of the song and soundtrack for the film, the music video remains popular and has won Cornell several awards. A music video helps to provide synergy for the artist starring in it; a popular music video helps to expand their audience but also serves to increase their power in the industry. If a video is shown on YouTube for example companies may pay to advertise on the video or through product placement, this would give them synergy through the video-they would be associated with the video and hopefully improve publicity.

Producers strategy- To make a video successful a producer could use many techniques.  A music company would do audience research before the filming of the video to figure out how to market it, and how likely they are to be successful.  A producer of a music video would probably help to fund it so would have a definite idea of what direction he wanted to go in. The crew they hire for the film would also indicate what strategy they are going for- the director would have a certain technique or style which would affect the video, the producer would collabaorate closely with the artist or band in the video, helping them get what they want. 

The band or singer may even act as a producer in their own right to ensure this happens. Where and when the video is released can also effect how successful it is and how it is perceived. A producer may decide to include product placement or references to popular culture. A music video may be designed for a specific audience i.e. a Video may be designed with an Asian market in mind, so would include Asian themed costumes and props to make it more accessible to that audience. The video for the Michael Jackson and Janet Jackson song Scream was the most expensive video ever made at the time of its release and featured two of the world’s biggest stars the video was designed to illustrate this with lots of close ups of the two stars, the video also showed their famous dance moves and reinforced their image in the public’s eyes.

3. CBBFC/BBFC powerpoint

BBFC visit


On Thursday the 1st of may I attended the BBFC headquarters in London,it was nice establishment yet I gained a lot of knowledge during my visit, these particular points intrigued me greatly:

I learnt why films are given the rating they have, for example in the Simpson's it shows a scene of ‘Bart’ naked this was taken on board on the BBFC and was carefully studied as it could be classed as child pornography however the Simpson's is a comical show and this would come off funny and crude scene therefore received a 12a, I also learned about previous ratings, such as H for horrific however these movies come across quite silly and therefore could receive a PG or lower.

4. BBC history timeline

• Where it all started - BBC Radio • Following the closure of numerous amateur stations, the BBC started its first daily radio service in London � 2LO. After much argument, news was supplied by an agency, and music drama and 'talks' filled the airwaves for only a few hours a day. It wasn't long before radio could be heard across the nation.

• September 1923The first edition of The Radio Times • The first edition of The Radio Times listed the few programmes on offer, provided advice for budding radio enthusiasts, and numerous advertisements by the fledgling radio industry, offering the latest in radio receiving technology. It was to become one of the world most popular listing magazines.

• April 1958The Radiophonic Workshop is established • Based in the legendary Room 13 of Maida Vale studios and using an often bizarre mix of objects, the Radiophonic Workshop created uniquely memorable electronic sounds, such as the Doctor Who theme music - and became one of the most significant influences on 20th century electronic music.

• June 1960Television Centre opens • Designed by Graham Dawbarn, BBC Television Centre was the world's first purpose built television production centre designed for a non-commercial broadcaster. Copied in numerous countries, the building has become an iconic image of broadcasting. Countless shows have been made there, including Fawlty Towers, Monty Python's Flying Circus,and Strictly Come Dancing

• July 1967 • BBC TWO - the first full colour TV service in Europe • Although occasional programmes in colour could be watched on BBC Two as early as 1966, a full colour service was not launched until Wimbledon 1967 was televised. Colour was extended to BBC ONE and ITV by 1969, and by 1976, the colour network was complete, when the Channel Islands joined the system.

 • April 1974 • The Family - the first documentary • This ground-breaking programme captured the tensions and humour of family life in the working class Wilkins family. It raised controversial issues about class, race and manners in 70s England, and was the first time cameras had simply filmed daily life without direct interviews - the earliest example of 'reality TV'.

• 1979 • Life On Earth the nation is hooked • Although natural history programmes had been seen on BBC TV before, it wasn’t until David Attenborough started this epic series that the genre really took off. Revealing life around the globe through beautiful photography and compelling and intimate commentary, the series initially consisted of 13 episodes.

• July 1981The wedding of Prince Charles and Lady Diana Spencer • Charles and Diana's wedding had an estimated global TV audience of 750 million, making it the most popular programme ever broadcast. It was full of iconic and memorable moments, making its mark on a generation, and was one of the BBC biggest outside broadcasts of the decade.

 • 1982The BBC Microcomputer is launched • The BBC Micro inspired a generation of children and youngsters to use computers, as well as stimulating the new media and computer games industry worldwide. Government backing and its own dedicated programme on BBC Two helped to make the computer a success, rapidly taken up in homes and schools.

• November 1997 • The BBC News 24 Channel • The BBC first rolling TV news service was launched as BBC News 24, and was the second 24 hour news service in Britain, breaking Sky monopoly. Now available across a number of digital platforms the channel continues to win awards for its hard hitting stories and investigations.

equal opportunities

United Kingdom employment equality law is a body of law which legislates against prejudice-based actions in the workplace. As an integral part of UK labour law it is unlawful to discriminate against a person because they have one of the "protected characteristics", which are, age, disability, gender reassignment, marriage and civil partnership, race, religion or belief, sex, and sexual orientation. The primary legislation is the Equality Act 2010, which outlaws discrimination in access to education, public services, private goods and services or premises in addition to employment. This follows three major European Union Directives, and is supplement by other Acts like the Protection from Harassment Act 1997. Furthermore discrimination on the grounds of work status, as a part-time worker, fixed term employee, agency worker or union membership is banned as a result of a combination of statutory instruments and the Trade Union and Labour Relations (Consolidation) Act 1992, again following European law. Disputes are typically resolved in the workplace in consultation with an employer or trade union, or with advice from a solicitor, ACAS or the Citizens Advice Bureau a claim may be brought in an employment tribunal. The Equality Act 2006 established the Equality and Human Rights Commission, a body designed to strengthen enforcement of equality laws.

Discrimination is unlawful when an employer is hiring a person, in the terms and conditions of contract that are offered, in making a decision to dismiss a worker, or any other kind of detriment. "Direct discrimination", which means treating a person less favourably than another who lacks the protected characteristic, is always unjustified and unlawful, with the exception of age. It is lawful to discriminate against a person because of their age, however, only if there is a legitimate business justification accepted by a court. Where there is an "occupational requirement" direct discrimination is lawful, so that for instance an employer could refuse to hire a male actor to play a female role in a play, where that is indispensable for the job. "Indirect discrimination" is also unlawful, and this exists when an employer applies a policy to their workplace that affects everyone equally, but it has a disparate impact on a greater proportion of people of one group with a protected characteristic than another, and there is no good business justification for that practice. Disability differs from other protected characteristics in that employers are under a positive duty to make reasonable adjustments to their workplace to accommodate the needs of handicapped staff. For age, belief, gender, race and sexuality there is generally no positive obligation to promote equality, and positive discrimination is generally circumscribed by the principle that merit must be regarded as the most important characteristic of a person. In the field of equal pay between men and women, the rules differ in the scope for comparators. Any dismissal because of discrimination is automatically unfair and entitles a person to claim under the Employment Rights Act 1996 section 94 no matter how long they have worked.

2. job advert

17. job roles

animator
An animator is an artist who creates multiple images that give an illusion of movement called animation when displayed in rapid sequence; the images are called frames and key frames. Animators can work in a variety of fields including film, television, and video games. Usually, an animation piece requires the collaboration of several animators. The methods of creating the images or frames for an animation piece depends on the animators' artistic styles and their field.it’s a profession filled with opportunity and guarantees a career packed with continuous learning and opportunities creating special effects or animation and working with various media, such as video, computers, movies, music videos, and commercials.you would need a degree in animation to become an animator in university

director
A film director is a person who directs the making of a film. Generally, a film director controls a film's artistic and dramatic aspects, and visualizes the script while guiding the technical crew and actors in the fulfillment of that vision. Film directors create an overall vision through which a film eventually becomes realized. Realizing this vision includes overseeing the artistic and technical elements of film production, as well as directing the shooting timetable and meeting deadlines. This entails organizing the film crew in such a way as to achieve his or her vision of the film. some film directors started as screenwriters, film editors or actors. Other film directors have visited a film school to "get formal training and education in their craft".  Film students generally study the basic skills utilized in making a film. This includes, for example, preparation, shot lists and storyboards, blocking, protocols of dealing with professional actors, and reading scripts.