Functions of a music video

• Representation of an artist
• Promotion
• Confirms genre
• Expanding platforms
• Entertainment
• Synergy
• The artist
• Gives an identity to the artist
• Creates a personal connection between the artist and the audience
• A music video can helps to create a brand for the audience to invest in
• Styling/aesthetics 
• Example: 'Justin Bieber' or 'The 1975'
• Raises profile
• Expression
• Another creative outlet
• Gives the artist a character/persona/image
• Conveys messages/themes of a song clearly
• The label
• Reputation
• Shows they have the money to produce music videos
• Particularly important if the videos are big budget
• Increases sales
• More albums sold
• More concert tickets sold
• The audience
• Strengthens the connection with existing fans
• Strengthens the connection between fans and artists
• Receive more from the artist
• More content across more platforms
• Engaging an active audience
• Secondary audiences
• Cinematographers

A History of Music Videos

1950s and 60s

• Elvis Presley and the Beatles produced short films for the increasingly popular TV
• These short films were used to promote their albums and movies.
• This mass platform meant it was increasingly important to see the artists, as well as hearing them

1970s

• Establishment of Top of the Pops
• Used to promote singles
• Top of the Pops created an environment of innovation and competition amongst bands and record labels
• Top of the Pops had strict limits on the number of videos that would be used in each weekly broadcast, therefore only the best videos would be shown, which would lead to an increase in sales.
• Censors
• Due to the nature of Top of the Pops and the time of broadcasting, some videos were banned from being shown.
• Artists and bands could use this to gain publicity
• Examples: Duran Duran - 'Girls on Film', Frankie Goes To Hollywood - 'Relax' and The Prodigy - 'Firestarter' and 'Smack My Bitch Up'

1980s

• MTV launched in 1981, changing music PR forever.
• MTV became the largest promotional tool of the decade
• Purpose made videos
• Music videos began to use more sophisticated effects.
• Storylines or concepts were also added to videos.
• 1983 - Michael Jackson's 'Thriller' music video was the first music video to have a budget of over $1 million.
• The music video was 13 minutes long and featured an extensive cast and elaborate costumes and makeup.

The MTV generation

• Only major artists such as Mariah Carrey, Celine Dion, Michael Jackson and Madonna could afford big budget music videos.
• This meant that smaller artists were neglected and left little market for them.

2000s

• YouTube was launched in 2005
• It created a platform for anyone to get free worldwide promotion
• It allowed audiences to actively participate.
• Videos became more creative and used humour which was more appealing to today's young audience.