Assignment 29.1

The Purpose of a Music Video
Music videos generally consist of audio, image and effects; they are used to create a video which mostly, in the music industry, has a storyline for content for the video. However some music videos contain more of a visual video, where there isn't a storyline, just a video with lots of effects. The purpose of a music video is mainly for promotion; artists would use music videos as a means of promoting a song recording by grabbing the attention of others. There are many forms of promotion in the music industry such as:

• Promotion of the artist
• Promotion of a particular song
• Promotion of the album
• Promotion of and synergy with other media products
• To increase income for a record label
• To increase the range of media the artist is active in 

Promotion of an artist - Wage War - Alive (2015)

This is a new band who released their first album in 2015, they released the song "Alive" to promote themselves. They only had one scene in which they are playing a live gig and the camera shots are all focused on the band members themselves. All fans of metal bands always want the live performances of the band they're seeing to be unforgettable, so the video also gets some shots of the crowd having fun. By this viewers can see that the band is good at getting the crowd going. 

As a band their aim is to impact as many people with their music, to do that they need to first get a good response from the audience. By making a music video soon after the release of the single "Alive", they have already gained nearly a million views on youtube on top of their 3,000,000 views they have already got on spotify. At the end of the music video their is a picture of the band which is used to promote their new single "Alive" whilst also promoting itunes by synergy as they are selling their music from itunes to promote their music, they are also promoting apple itunes so that the company can get more downloads.



This video contains mostly medium shots where you could see about half of the bands' bodies in the camera shot. The medium shots are focused on the band members themselves, the low angled shots are mainly used to see the drummer and his drum kit. There are medium/close range shots of the guitars themselves as the guitarists play.
The video has footage that seemed to have been recorded handheld since the footage had quick and unpredictable movement, these shots of the crowd surfers were also done in slow motion as well to allow viewers to see how much fun they could have by going to one of their shows.
There is tilted camera angles where you could see the crowds hands and some of the crowd surfers jumping in slow motion, this makes the it so that viewers could feel like that's what it would look like if you went to the show and you were in the crowd.

Promotion of a particular song - Blessthefall - Hey Baby, Here's That Song You Wanted (2011)

In the studio recorded version of this song, the song starts with a girl saying this line "Hey Bo, You are a f*****g liar, you are worthless, I never want to ever see you or talk to you again, so go f*** yourself. F*** you". So they made this music video cinematically because all their fans were wondering why the band added the speech from the girl at the beginning of the song therefore they made this music video to explain the story and meaning behind the song. 

This band formed in 2003 and was big by 2008 due to Craig Mabbit (ex-singer of blessthefall/2003-2008) leaving the band to join Escape The Fate. The fallout between the ex Blessthefall frontman and current Falling in Reverse frontman got Blessthefall some attention. Come 2011, Blessthefall have had quite a lot of attention and they made an 8 minute video/movie to explain the song; they didn't need to promote their band but just the song itself.

The song has all kinds of shots seeing as its more of a movie music video, the shots vary from panning to arc shots and even the use of steadicam which would follow the actors. These 3 shots were recorded just to set the scenery, so that the viewers can be able to see what the house looked like after the bachelor party. There are plenty of medium shots in which you could see the actors and what they are doing; examples of this would be the cafe scene where the waitress pours water all over herself so they could also get the customers reactions. There is good use of the over-the-shoulder shot in which you could see over the shoulders of the two members of the band in the red truck. This shows us the connection and the comedic side of the members as they scream simultaneously. 

Promotion of the album - Beartooth - Aggressive - 2016 

This song is promoting the album by having the same name for the song and the album. The frontman for the band Caleb Shomo was in a band previously, named Attack Attack and he left the band late 2012 and rejoined the band for their last ever performance in 2013. Shomo wrote a couple of songs and then release an EP named 'Sick' which grabbed attention from Attack Attack fans. They release a full length album named 'Disgusting' in 2014, which helped with promotion as others started to listen to them more and more. They released a second full length album in 2014 which propelled their audience, one of their most well known songs from the album 'Aggressive' became popular, so they recorded a music video to also promote the album. The producer and the band decided to purposely use black and white image to probably add to the effect of being 'Aggressive'. Their album cover was also in black and white, so they made the video in the same colours as the album cover to match each other and to promote the album.

There are different types of camera shots in this music video, there are : close ups, POV shots (to see what the character sees, exactly), low angle shots. The close ups show the guitarists and Caleb as they perform at the first scene. The POV shots are often the shots that are used on the second scene where the camera is the criminal/vigilante (the kid at the end). The POV shot is meant to show how aggressive someone can be if you were to see through their eyes; it allows the viewer to see through the perspective of the child (aggressive person). The low angles show the guitarists and the drummer at different intervals, which just made the members of the band and the kid at the end look big and superior. The combination of having a close up of the candidate and then the low angle shot of the kid as he steps on the camera (steps on the mans head), makes the kid look superior to the man, whilst making him look inferior and pathetic.

This song portrays the theme of being aggressive in such a good way that it promotes the band, and the song but mostly the album due to the song name title being the same as the album name.

Promotion of and synergy with other media products - Pierce The Veil - Caraphernelia - 2010
Pierce The Veil have promoted a lot of other products in this video using synergy. For the band, in 2010, wanted to get bigger so they had lots of different products in the music video that could be seen clearly in order to get a good response by fans.

The main products that were used and promoted in this video by synergy are: Orange guitar amps, Gibson guitars, Evans drum kit, apple Iphone and last but not least a feature by Jeremy Mckinnon of "A Day To Remember".

One of the main uses of synergy was with the featuring of Jeremy Mckinnon. Some A Day To Remember fans who haven't heard of Pierce The Veil will take the time to listen to them because of this collaboration. This would promote Pierce The Veil fans to they fans of A Day To Remember and vice versa. The often appearance of the apple iphone 3g/3gs, promotes the usage of iphones for post-hardcore bands. This is an example of synergy between apple and Pierce The Veil. The instruments used and the amps used is another example of synergy because people who are in a band of similar genre to Pierce The Veil, they could get a rough idea of the equipment and instruments used in a post-hardcore band (Gibson Les Pauls/Fender jazz bass and Orange amplifiers).

To increase income for a record label - Panic! At The Disco - Emperor's New Clothes - 2015

Panic! At The Disco is currently on their 5th album, when the music video came out, it came out as a single for their 5th album "Death Of A Bachelor". Seeing as Panic! At The Disco had a huge fan base by their third album "Vices & Virtues", all the label had to do was release a single for the band's new album. "This Is Gospel" became such a fan favourite and the music video for "Emperor's New Clothes" was the continuation of "This Is Gospel". Because the band was already big and Fueled By Ramen (their record label) got Brendon Urie (the only member left of the band) to release a sequel to a fan favourite song. This helped the label to have an increase in income. Increase in income is what they got, "I Write Sins Not Tragedies" the bands most famous song got 156,126,000 views in the last 10 years. It has only been 11 months since the release of the music video "Emperor's New Clothes" and they have already achieved half of that amount (83,144,000 views), which definitely increased income for their record label.

To increase the range of media the artist is involved in - Memphis May Fire - Ghost In The Mirror - 2010

Memphis May Fire is metal core band who started their band in the 2006. They needed more recognition after their first album "Sleepwalking" which was released in 2009. Memphis May Fire were one of the many bands to have a sound track in the "Saw" movie franchise. This increased the range of media they were in by featuring in a movie. This got them more attention and was the true starting point in their career. The results of an increase in the range of media the artist is involved in was an increase in fans and followers which really helped them on their second album "The Hollow".
The video itself has glimpses of the movie (from SAW VI) which also adds to the range of media. Fans of the band who haven't watched any of the SAW movies may be encouraged to watch the movies simply because their favourite band is in it and vice versa; some people who have watched the film may like the soundtrack and want to listen to it, so they'd research the songs and also look at the bands other song.