Task Four – Analyse the Track

The lyrics shown below are for the song I have chosen to create a music video for titled 'Take a Walk'. The song runs for a total of 4 minutes and 24 seconds. It is an upbeat song although this seems to juxtapose with the lyrics.

Below I have analysed the lyrics and annotated my thoughts on what these lyrics mean. From the lyrics, I gather that same parts of the song are about happiness, other parts about sadness. It starts off talking about "all these kinds of places" which gives the idea about travelling and moving around.

The line "make it seem like it's been ages" shows that not a lot of time has actually passed but the amount of places seen makes it seem as though it has been a long time. The lyrics then go on to say how the singer "was outside that station, selling light and white carnations" which shows he was trying to get by, by selling flowers to the public. He then says "you were still alone, my wife and I" which shows that even though they are in a relationship they feel parted. He goes on to say how he sees his family rarely and because of all the above stress he goes and takes a walk. 

The singer then talks about losing money although reminds himself that "times could be much worse". He is trying to stay positive. He complains about his "money lacking" and his wife will "never flaunt around an empty purse". Not only is he poor, he feels bad that his wife too has no money. We then find out he is a father as he says "I watch my little children" and he doesn't want them to "never feel my strife". 

He goes on to say that he has made bad investments and is now losing more money. He talks in past tense about how he "had a lifestyle of fun". He wants to go home and "make love like we're young" which shows that he is now getting old. He ends up "down on both bad knees" which shows he is pleading although he is "too much a coward to admit when I'm in need".

To help all of the problems above, he takes a walk. 

Passion Pit - Take a Walk Lyrics

Task Three – Analyse the Artist

Passion Pit




Passion Pit are an American band formed in 2007. The style of Passion Pit is said to be Indietronica. This is a fusion of the styles rock, pop, electronica, and indie. The instruments used by the band are keyboard, guitar, bass, and synthesiser. The band had originally started as a one-man project by the lead singer Michael Angelakos. He produced an EP titled 'Chunk of Change' for his girlfriend for valentines day. A band was then formed to perform these songs live which later became Passion Pit. This is why some of the songs seem to be romantic expressions.

The band's image is not very eccentric although it is not boring either; as a group they all seem to wear different clothing although it doesn't look odd. An example would be in the image below where they are all wearing different styles of clothing but they look good together. The way that they dress links to their music as they are an indie band. This means that they are independent and have a sort of 'do it yourself' attitude, so they chose what they want to wear.

The band's music is very consistent and relates to their overall style. They are really colourful and individual. The website for the band links to their style as it is very 'indie'. The website is very interactive and includes many photographs with filters and vivid colours. This is very 'space-like' with the blurred background filters, which is mimicking of the band's music. They use synthesisers which make them sound very futuristic. 

Task Two – Understand the Styles and Conventions of Music Videos

Different Styles of Music Video

There are many different styles that a music video can be created in. Some styles these videos can be include narrative based, impressionist, surrealist, pastiche, parody, homage, and intertextual. In this post I will explain these styles and include examples of where/why they have been used for certain music videos.

Narrative Based

A music video that is narrative based will use a performance as a way to tell a story. The performance seen on screen will link to the lyrics of the song and will usually cut between shots of the story and the band playing the song. These videos are used to show that the song has a story and is not just about the music, but the meaning the lyrics have. An example of a narrative based music video is November Rain by Guns N' Roses. The video starts showing someone taking pills before they go to sleep; this is the start of the story. This shot then cuts to the band performing the song, and then back to shots of the story. 

Guns N' Roses - November Rain

Impressionist 

An impressionist music video would include various shots to make the viewer/s feel a certain way. This style could either help narrate the story or be used just for entertainment purposes. The shots used can include various different aspects, such as people, locations, objects, and anything to give the video an abstract feel. An example of an impressionist video I have used is for the song Somebody That I Used To Know by Gotye. The video is very abstract and a man is seen standing by a decorative wall in which he is covered in paint to blend in. It's very much like abstract art within the music video. A woman then comes into shot that is also painted but her paint is taken off which means they are now different and someone that he used to know. This is illustrative of the lyrics.  

Gotye - Somebody That I Used To Know

Surrealist

A surrealist music video will include anything out of the ordinary and that is dream-like. The video could be abstract and not actually relate to the lyrics. Surreal music videos are usually influenced by a dream or imagination which is why what you see in the videos is something you only can imagine. An example of a surrealist music video is Don't Come Around Here No More by Tom Petty and the Heartbreakers which has its own take on Alice In Wonderland. The music video for this song is based upon the fantasy novel and the images seen within the video match that of the book/film.

Tom Petty and the Heartbreakers - Don't Come Around Here No More

Pastiche

A pastiche music video is a style that sets out to imitate the style of another artist's work. It is not intended to makes fun of the work, but to celebrate the style it is aiming to imitate. It does so in a respectful way instead of mocking the style. An example I have decided to use of a pastiche music video is Candyman by Christina Aguilera. This music video is based upon a 1940s World War II theme. She is seen singing with three different hair colours (brown, red, blonde) which is a tribute to the trip The Andrews Sisters. The costumes they are wearing also mimic that of what would have been worn in the 1940s. The style of music, jazz/blues/swing, is also the same as what would have been around at that time. 

Christina Aguilera - Candyman

Parody

A parody music video is one that sets out to ridicule and mock another style of work. Parody music videos can mimic both the song and/or the video of the style they are looking at. An example of an artist I have found that sets out to create parodies of music video is the artist Weird Al Yankovic. This artist created the song White and Nerdy which is a parody of the song Ridin Dirty by Chamillionaire. The music mimics the song as well as the video. The 
parody version of the song sets out to mimic everything the original song stands for. The original song shows 'gangsters' going about their business, with the parody showing a nerd rapping about his life.

Homage

A homage music video is a music video that sets out to honour another media text. It does not try to mimic it like a parody, but to respect it. An example I have decided to use is the music video for Digital Love by Daft Punk. The video is a homage to anime, as the video consists of japanese animation throughout. This video would be a homage to anime as characters can be seen within the video that people recognise. The music matches the visuals as it sounds very futuristic and robotic, which is what the sound track to an anime sounds like.


Daft Punk - Digital Love

Intertextual

Intertextual references are used within music videos which is when the media references another media text. Many music videos use television programmes or films as a starting point to creating a music video. This can either be created by copying the style of the media text they are looking at, or in a parody style. An example I have used to show intertextuality within a music video is the song Roar by Katy Perry. The intro to the music video references Indiana Jones as it has the same text. An actor is then seen who resembles Indiana Jones. The rest of the video is then set to reference Tarzan as she can be seen wearing a similar outfit and swinging from vines in trees.

Katy Perry - Roar

Task Two – Understand the Styles and Conventions of Music Videos

Different Forms of Music Video

Music videos can come in various different forms; this can include either digital animation, stop motion, in concert footage, as live footage, studio based, or cinematic. Different forms of videos can be used to portray the song in an entertaining way. This post will explain these forms of music videos. 

Digital Animation

This is animation that is created digitally by using computer software. Digital animation may be used for a music video because it's not limited. The video can include anything the creator wants to involve as they can freely draw out a sketch and then animate it. It may be too expensive for a band to create a live video with lots of interesting visuals, so they may decide to create a digital animation instead that can be done on a computer. An example of digital animation used within a music video would be the song Feel Good Inc. by the Gorillaz. The Gorillaz are an English musical/visual project consisting of a virtual band. The band members are four animated creatures from a fantasy universe. This video, which is in the style of their other videos, has been animated to show them playing instruments like you would see in a real band's video. What they can also do, though, is sit on a floating piece of land which is flying through space with the power from a windmill. This cannot be done without digital animation.

Gorillaz - Feel Good Inc.

Stop Motion Animation

This is a type of animation technique used to make an object look as though it is moving all by itself. It is achieved by moving an object minimal amounts and then taking a picture each time it is moved. Each photograph is a frame shown within the animation and when played continuously at the right speed it seems as though the object is moving smoothly by itself. Stop motion can consist of drawings, clay figures, dolls, humans, and any other props/objects. It is used to make inanimate objects, or objects that shouldn't move without any interference, freely manoeuvre on their own accord. The example I have used to show this in a music video is the for the song Her Morning Elegance by Oren Lavie. The camera is looking down at a lady in bed and shows her doing a walking motion although not going anywhere; with this said, the background does move and gives the illusion she is walking along. Objects are then seen moving past which gives the illusion  of different settings although the camera stays at the point throughout the video. 

Oren Lavie - Her Morning Elegance

In Concert Footage
In concert footage is used within music videos to show the band actually performing the song with the volume of the concert taken out and dubbed for the studio version. This technique is used mostly in rock bands to show them performing their songs, usually in an aggressive manner. Using live footage also gives the band an image and shows the audience that they can perform this song live so they will want to go to see them live; this boosts publicity and sales for the band. An example of live footage being used in a music video is for the song Alive by Pearl Jam. The music video shows them playing in front of a large crowd with many close ups of the band and audience members. Close ups of the instruments being played can be seen, and members of the band stage diving into the crowd. There is no real creative element to the video, it simply captures the band performing live.

Pearl Jam - Alive

As Live Footage

As live footage is used within music videos to show behind the scenes of the band when they are messing around and not taking everything seriously. The footage is often taken on different occasions and then compiled together. This could be footage showing the artist/s talking to fans, having fun with each other, or taking out random tasks. An example of when live footage of the band is used within a music video would be in the alternate music video to Warning by Green Day. This video shows the band members practicing the song, talking to fans, dancing around, breaking objects, getting tattoos, as well as many other moments. The clips have been put together to show how much fun the band have together; this makes the audience feel closer to the band and feel as though they can relate to the band members which makes the audience like them more.

Green Day - Warning

Studio Based Footage

Music videos can also be studio based which shows the artist/s creating the song in the studio. The music video shows the band members performing the song, although the sound may have already been recorded and the footage is just of them lip-synching the song. The footage, either way, is still of the artists within the studio creating the song. This form of video is very simple although effective as it makes the song seem very convincing as the viewer can see the band member/s emotions. An example of when studio footage has been used in a music video would be in the video to the song Wrong by Depeche Mode. The singer can be seen performing the song, wearing his headphones and singing into the microphone. The band members are also seen playing, which shows which roles they all have.

Depeche Mode - Wrong

Cinematic

Some videos are used for illustrative purposes and are done in a cinematic fashion. This style makes the music video seem as though it is a short film/movie as it helps tell a story. Cinematic videos will look artistic as there would be a lot of attention to detail when planning the video. The story has to be portrayed within the video, so it needs to link to the lyrics. An example of a cinematic video would be the song For The First Time by The Script. This song is about a relationship that has ended but the couple meet again. The woman in the relationship is said to be ''in bed with a broken heart'' and as this is sung she can be seen in bed upset. The footage of the story line is then cut between the band performing the song as some sort of narrators. 

The Script - For The First Time

Task Two – Choosing the Track/Gaining Permission

Passion Pit - Take a Walk



I have contacted the label for Passion Pit in a request of permission to use their music. Below is the message that I have sent to the label's email which was found on their contact details on the website.  

Task One – Understanding Copyright

Within this post, I will explain the ways in which a person can be disciplined for copyright, and what they can/cannot do around this subject. First of all, copyright is a document that allows you to have the exclusive right to publish/sell literary or artistic work. No official registration for copyright is needed within the UK (and also other parts of the world).  You do not need to fill in forms and do not have to pay fees to get this copyright protection.

American copyright laws are more severe than the laws over here in the UK. You can be taken to court by the other party involved and consequently sued. An example of when this has happened would be the court case between Michael Bolton and the Isley Brothers. Bolton released a song titled ''Love Is A Wonderful Thing'' in 1991, although the Isley Brothers release their song in 1966. Bolton copied parts from their original song which resulted in the largest award in history for plagiarism in the music industry. The court ruled in the Isley Brothers' favour and were awarded 5.4 million dollars.

         The fair use exemption allows you to quote and reference materials without seeking the copyright holder’s permission. This can be for purposes such as criticism, reporting, teaching, or research. With this said, you still have to be careful around copyright and make sure that you abide by certain rules. If you are unsure about the law around a particular area, you should make sure that you check first.

          To make sure that I overcome the rules and regulations around my music video, I will make sure that I contact the artist/label seeking permission for use of the song. I will either email or telephone the artist/label and tell them what I am using it for and if they allow me to use it then I will. It is better if I find and artist that is not well known as they are more likely to allow me to use their music for free. They are also more likely to respond to an email I send.  

          Finally, I know that without a written release you cannot produce photos, videos, or other media of an individual as you risk being taken to court for violations of personal rights (defamation). This would occur when information is published that can create a false impression of a person and injure their reputation.

Task Four - Understand the Techniques of Music Videos

In this task I cut a sequence together from footage that I recorded in the program Final Cut Express. The music I chose to edit to was Don't Go Breaking My Heart by Elton John and Kiki Dee. The video I have created features a duo of a boy/girl as does the song. Below is the video that I have created for this task.



First of all, we had to record footage to later edit along with the music. This meant that it had to be in time so that the song would match the speed of the singing in the video. To make this look realistic we printed off the lyrics to the song so that both people in the video knew the words. If they did not have the lyrics then, when it come to editing the music over the top, it would not have matched up with the song. We practiced what would happen before we took each take. We then proceeded to record and, as a result of practice, only needed minimal recordings before we had recorded all the footage needed.

In total we recorded from four different angles, all of which were used in the final edit of the video. We decided to set the camera up so that it was directly in front of the duo and do one take of the song. The song was played out loud and to make it look realistic the duo actually sung the song out loud. We recorded this in one shot and then proceeded to move onto a second shot which was directly in front of them but close up. We then recorded them singing the whole song again. The angle then changed to an angled shot to show them from the side which captured their 'dancing' movements whilst singing. One more shot was used which was a close up of their mouths alongside the microphone which was a close up. They took it in turns to record this as only one of them was on the screen at this time, so they sung their parts out loud to the music.

Shot 1

Shot 2

Shot 3

Shot 4

When we had recorded all the footage needed, I imported the clips into Final Cut Express for the editing process. As I had already completed a task editing footage to a beat, I had an idea of what I needed to do. The beginning of any video sets the scene for the song. I decided to have an establishing shot that sets the mood for the video. This was a long shot of the duo from directly in front. I then edited this part to the beat. I done this by using markers to rule out where the duo turn their heads at the same time. The markers helped me to then match this with the music when each beat come in on the song as seen below.

As there were multiple shots used within this video I decided to use layers to make it easier when editing. On the base layer I used the front on clip of the duo and then started to add the other angles on top when necessary. When the other angles were used I would add the parts I needed on top of the base layer as it shows whichever clip is on top. If I needed to use a different angle, I would place the clip at the top of all of the layers. To play the bottom layer clip I would just delete any clips on the track/s above. On each layer, there was only one clip that was cut into parts, I did not use multiple clips on any layer as that would have been confusing.

To lip sync the footage I decided to play around with the output volume levels so that I could hear what was happening in both the clips and the sound of the music. I also turned on the sound waves on the sound tracks to see the beats and where the music goes over the top of the videos. I then decided to mute the volume on the right output track on the video and mute the volume of the left output track on the music so that each played in different ears. I could then easily hear both the video and music in different ears and decide how far out of time each one is. I could then edit the video to be in time with the music. After this I made sure to change this back and play the music through both left/right outputs and mute the video's sound track. 

Task Three - Understand the Techniques of Music Videos

In this task I cut a sequence together from footage that was already installed onto Final Cut Express. The music I chose to edit to was The Message by Grandmaster Flash and the Furious Five. This track had some interesting parts as it had a strong beat. This meant I could link the song to the editing of the footage. Below is the video I created for this task.

As seen in the image below, the intro to the song has a very strong beat which starts and stops. There is a silence and then a beat is heard. I decided to edit the footage to this beat by changing the shot each time a beat is heard. No transitions are used, it is just a straight cut between each clip. As the beat gets faster, the shots change quicker until the song goes into the verse and a long clip is used of an animal rapping to the song.

The images below show how I used a split screen effect within the video. I used this to link the lyrics within the music to what was happening on screen. As the animals appear to be rapping, the lyrics talk about riding in a car. I then split screened to shot to show both of the animals driving along in a car. To do this I had to put each clip on top of each other and then use the wireframe tool to move the clips. 

Another place within the video that I used split screen was when one of the animals is dancing and the music was repetitive. To mimic the music, I repeated a short sequence of footage and then split the screen each time the beat was heard. This resulted in showing a tiger dancing and then repeating itself as multiple shots are shown. I feel as though this technique was easy to do and it looks very effective. To do this I had to layer the clips and then wireframe them to get them in the right place. 

Another technique I used was to use the chroma key tool on the shot of the car driving. The reason I added this effect is because I felt that the colours in that certain shot were distracting the attention from the car. To do this I placed both of the clips on top of each other and then changed the bottom footage to black and white in the effects. I then selected which colours to be shown, in this case red, which made only that colour visible. Using only the colour of the car made it stand out, as well as the colour being red. 

I used the reverse technique in the video when a breakdancing bear started doing a breakdance move called the windmill. To do this, I used the shortcut keys Cmd + J to select the speed and then changed it to -100%. This plays the clip at the same speed but just in reverse. This resulted in showing the bear completing the move and then going straight back into reverse. I then used Cmd + J to put part of the clip in slow motion. I changed the speed from 100% to 80% so that the move can be seen in more detail.

Task Two – Understand the Styles and Conventions of Music Videos

Andrew Goodwin's Six Key Conventions

In the book 'Dancing in the Distraction Factory', Andrew Goodwin defines what he feels are the characteristics of music videos. His idea consists of six key conventions that music videos have. These are: genre characteristics, relationship between lyrics/visuals, relationship between music/visuals, visual style of artist, voyeurism of female body, and intertextual references. 

Goodwin's first point made was that music videos demonstrate genre characteristics. This means that different genres of music are likely to use certain key conventions within their videos. There are many examples of this and I will start with a video from the metal band Rage Against The Machine. As this band is in the metal/rock genre, then it is likely for them to have live footage of them playing which is what is included in the music video. Various concert footage is used, with shots showing them playing in front of hectic crowds. This video can be seen below. Another example of genre characteristics would be from the pop girl group The Pussycat Dolls. Girl groups will often include a dance routine within their videos and wear very little. This can be seen in one of The Pussycat Dolls' videos below. 

Rage Against The Machine - Killing In The Name

The Pussycat Dolls - Buttons ft Snoop Dogg



Music videos can have a relationship between the lyrics and the visuals. Most commonly this  is done by using a set of images to illustrate lyrics. When an artist sings about something and they are seen doing it at the same time in the video, this is illustrating lyrics. In the video below, by Nelly Furtado, it shows her singing ''I'm like a bird, I'll only fly away'' and then she is actually seen flying away whilst singing these lyrics. Another use of visuals within a music video would be to amplify the lyrics. An example of this would be in Miley Cyrus' music video Wrecking Ball. When she sings the words ''I came in like a wrecking ball'' she is seen on screen literally sitting on a wrecking ball swinging about the screen. This is actually a metaphor for her crashing into a situation, so the action amplifies the words she is singing.

Nelly Furtado - I'm Like A Bird

Miley Cyrus - Wrecking Ball



Another relationship within music videos would be between the music and the visuals. An example I have decided to use is the song American Idiot by Green Day. The music matches the visuals as it shows the band performing the song and is synched together so that they are both in time with each other. As the guitar is heard playing, it is also seen on screen; this is also done with the drums, bass, and vocals. Some parts, though, are played in slow motion whereas the music stays the same speed; this is contradicting what is heard as the song is fast but the movement is slow. This is done, in some parts of the video, to capture the movement of the band which shows it needs to be slowed down because how fast they are doing it. As song builds up and gets into the chorus, the pace of editing matches and shots are cut together quickly. Strobe lighting is then seen and paint is seen to explode all over the set. The exaggerated visuals relate to the music as they get more exciting when the music also does.  

Green Day - American Idiot



Star image is seen to also be a convention of music videos. Multiple shots can usually be seen of the artist which gives them an image. Close up shots can be seen of their trademark looks which helps define them and make them memorable. They can also be wearing/doing something in particular in a video and this can become a trend for the viewers. An example I have used of star image is in the music video Happy by Pharrell Williams. The first shot is of the singer and he is seen dressed rather smartly walking down an alleyway. The shot then cuts to another person walking down the street and dancing. Many other people follow, with Pharrell being shown at various times throughout the video. When he is shown, he is seen to be wearing a selection of extravagant shirts/clothes which allows him to be recognisable. Close ups are seen of him in his outfits which give him a star image and persona. Viewers then copy his style of clothes which creates a connection between him and his fans. 

Pharrell Williams - Happy



Andrew Goodwin also states that voyeurism is a convention of music videos. It visually entices audiences and is often in relation to females, although can also be voyeurism of males. Women can be seen dancing around a male singer, or a female singer herself could be dancing the entertain the male viewers. An example I have decided to use to show this is in the music video of Blurred Lines by Robin Thicke, T.I., and Pharrell Williams. In the video, women wearing skimpy clothing are seen throughout and can be seen dancing around in a provocative manner. They are seen dancing to the men within the video, which tells the audience that she is dancing for the males' entertainment. These women are also used to entertain the viewers as they are dancing in an explicit way in very little clothing. 

Robin Thicke - Blurred Lines ft. T.I, Pharrell



Finally, intertextual references are used within music videos which is when the media references another media text. Many music videos use television programmes or films as a starting point to creating a music video. This can either be created by copying the style of the media text they are looking at, or in a parody style. An example I have used to show intertextuality within a music video is the song Buddy Holly by Weezer. It's set in the style of the television sitcom Happy Days in the mid 50s. The video shows Weezer performing at the original diner in Happy Days, and also uses references to the sitcom at the beginning. Some actors from Happy Days make a cameo in the music video too, such as Al Molinaro, Henry Winkler, and Anson Williams. 

Weezer - Buddy Holly

Task One - Understand the Purpose of Music Videos

          Music videos can be used for different purposes which allow for various opportunities to arise. In this post I will explain why music videos may be created and what they could incorporate. Some videos may just be made for promotional purposes, some may just be for entertainment purposes.  

          First of all, the main use of a music video is for promotional purposes. If the video has been well made then it will sell the song and become memorable. The song is then passed on through word of mouth as people will want to watch the video. An example of a video that is memorable would be 'OK Go - Here It Goes Again'. Without the video, the song probably would not have been as successful as it was. As word of mouth spread the video, people would go online to watch it which increased the popularity of the song. If this song was only played on the radio, then it's a possibility that less people would listen to it.

          Another purpose of a music video would be that it gives the audience a better understanding of the song; this would be because it visually describes the words. The actions reflect on the lyrics, although some videos this is not the case and it is the opposite. The video could also be to just show off the artist/s talents. They could just be standing there playing their instruments and/or singing. This gives the viewers an image as to what the members looks like which makes them memorable and promotes the band. An example of a music video that gives a band and image is Nirvana's 'Smells Like Teen Spirit' which shows off their talents and promotes their look.

          If a video is visually entertaining then it will be memorable which increases the band's popularity. This will increase sales of CDs, DVDs and downloads as well as other merchandise. It also gives the band exposure that they may not have had if there was no video at all as it can boost their image. As the band can be seen in a music video, they will be recognised as a famous face which gives them exposure and expands their profile. The purpose of seeing the band in the video would be to sell them as an image. This promotes the band and makes them more recognisable which brings in more profit.

          An example of a video that promotes an artist would be 'Gangnam Style - Psy' which has achieved great success on the internet. If the song was only aired on the radio then I don't think that as many people would listen to it as there has been. It's because of the entertaining video that the song has as many hits as it does. The video incorporates the singer dancing in a humorous fashion which people instantly enjoyed and repeated. Word of mouth then spread the video and it now has close to 2 billion views and is the most watched video on YouTube. It also won best video at MTV Europe Music Awards. 

         A way artists would gain publicity on Top Of The Pops without making an appearance would be by playing the track and have a group do a dance performance. The dance troupe that would make an appearance were Pan's People. This was done in a time before pop videos and when artists couldn't perform live each week. The dances by Pan's People were usually improvised at short notice so the dance steps are repetitive and simple. The group consisted of girls dancing in a provocative way which was entertaining for audiences. An example I have used is a performance by Pan's People dancing on TOTP to 'The Hustle'.

          Artists used to perform live on television programmes, such as Top of the Pops, although would have to make numerous appearances if they were consecutively in the charts. A band that was in the charts for several weeks was Queen with the song Bohemian Rhapsody. Instead of performing each week they, instead, created a video to the song that could be played without them making an appearance. This allowed them to have publicity without having to take time out to perform each week on the programme. The reason they created a video is because people were getting bored of seeing Pan's People perform each week. Music videos also allowed the artist to express their music in their own way without having the dancers try to interpret it.

         If a music video is memorable then it can help to promote a band many years after the release of the song. Some artists can be remembered just by their music video. An example would be ‘A-ha – Take On Me’ which has a memorable music video. This song was released in 1985 and is still played today on television and radio. Without the music video to go along with the song, then it may not have done so well and wouldn’t be played today. The band will still be making money today from anyone buying/using their music which was made years ago. 

          A music outlet would be a television channel such as MTV. Music videos would be aired on this channel and labels would work together to increase their sales. They would make sure that certain artists/genres have the exposure that they need and give them the appropriate airtime on MTV. Other extensions of outlets are CD/DVD sales which is when the song goes straight on sale in a store. A song/album can also be purchased online through downloads which is a growing process. People can buy songs through applications such as iTunes.

         

          Synergy is when two areas of media work with one another to increase sales for both sides. An example of this would be an artist releasing a music video which incorporates footage from a new movie release. An example of this would be ‘Adele – Skyfall’ which promotes both Adele as a singer and the James Bond film Skyfall. Adele’s song will feature in the film which promotes her to James Bond fans, and the film is seen in the Adele video which promotes the film to Adele fans.

          Product placement is also a way for a company and artist to make money. Major labels usually have product placements within their videos which usually generate millions of views online. With such a large audience, a company may want their product to be advertised within a video; usually, though, the artist will promote their own product such as an aftershave/perfume. Lady Gaga has various product placements within her Telephone video such as Diet Coke, Virgin Mobile, and a dating website.

          Producers will use different strategies to distribute their music videos. VEVO, a major label, have a partnership with Sony and Universal which allows them to host music videos on the website YouTube. At the start of each video, there will be an advertisement which brings in money for the company. This allows music companies to distribute their music videos online and receive money from it. YouTube is a free website that allows people to watch videos although VEVO have managed to make money from advertisements at the start of music videos. 

          Independent artists do not have the same budgets as major music labels. The main purpose of their videos would be to increase interest to their music so there will not be any advertisements as a company knows they will not get many views. If a video is made then it will not make it onto mainstream television which will therefore be viewed by few people. A record company knows this risk and would not want to take the chance of having a bad investment. This does not mean that the video will not be good, it just means they have a small budget and will not be able to have special effect/props etc. 

          An example of an independent music video would be Chris Cunningham's video to the famous 'Come To Daddy' by Aphex Twin. This music video is his best known which is probably because of the controversy surrounding it. The video was banned although praised by many. It was talked about a lot which would also have helped it gain publicity. The video is very gritty and was filmed on a council estate. Children are seen wreaking havoc in the buildings and scaring people. The faces on the children are scary and screams can be seen within the video. It's almost as if it's a short horror film. 

          Self-produced artists can create music videos and distribute them cheaply and easily in today’s times because of certain websites available. The most common website this is done on would be YouTube. Anyone can create a free account for YouTube and then start uploading videos straight away. Artists can then use social networking sites to make sure their video is seen and shared. An artist that is now worth millions that started out with music videos posted on YouTube would be Justin Bieber who has had a very successful career.