The Purpose Of A Music Video

'Music video is a short film or video that accompanies a complete piece of music/song. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recording. Although the origins of music videos go back to much further, they came into their own in the 1980s, when MTV based their format around the medium, and later with the launch of VH1. The term "music video" first came into popular usage in the early 1980s. Prior to that time, these works were described by various terms including "film insert", "promotional films", "promotional clips" or "film clips".'

(Wikipedia)

What do you think is the most major element of an albums marketing campaign (the different ways in which a bands/artists identity is mediated to an audience)?

I think that an albums marketing campaign would differ depending on the age group of their target market. For example if an artist’s target audience is over 30 then they may choose to promote there album over Facebook rather than twitter. Using the internet and website such as YouTube can be a strong marketing campaign especially when they use a music video to accompany the song. Other ways of marketing their album such as using the radio or even a tv advert can be more difficult to obtain and also more expensive, which can be easier for a more established band/artist but not so much for a new band/artist.

Where have you encountered these elements in your life?

I encounter these element every day wither its watching music videos on YouTube and MTV or following a band on twitter and seeing their posts.

List as many features/conventions of a music video that you can think of.

. Performance

. Narrative

. Animation

. Range of shots - low angles, close ups, crane shots

. Editing - jump cuts, split screens

. Props

. Costumes

. Locations

. Mise en scene

. Changing level of sound

. Footage editing to match the music

. Star image