Their purpose?
- To gain commercial success and to promote the featured song.
- To increase sales and make money.
The first music videos were introduced when artists were not able to perform live.
In the 90's - rise of the teenager - jukeboxes, socialising.
Why produce music videos?
- They are promotional marketing devices.
- Extension of income and outlets (music channels, DVD and CD sales, website, download)
- Synergy (with other related music videos - see YouTube; albums, singles, digital downloads etc.)
- Producer's strategies (major label/independent)
They were called "promos".
1940s
- An animated Disney film based on a classical piece of music.
- Striking visuals at the time.
Scopitones replace live artists - they act as visual jukeboxes.
Big bands such as the Beatles used to play live. When they went abroad there needed to be something in place of their performance should they be absent.
- The artist/band will feature heavily to promote the song.
- Music video would have to coincide with the album/single release.
- Must have a high level of representation. Positive/negative? Thought-provoking? Or poignant?
- Certain genres mean certain representations, anchoring stereotypical representations of race and gender.
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