Unit 21.1 The purpose of a music video

The purpose of a music video

Distributors

Distributors play a huge part in the music industry. Big companies such as Sony and Universal own many smaller companies such as Interscope and Mercury. 

This gives their artists a much wider platform to advertise their music. In owning these smaller companies this gives smaller less known artists such as Afro man a bigger platform for their music. Companies such as Sony also have companies in different aspects of the media industry this is known as conglomeration - which is often found in many music labels. These can include companies in film and games. Universal for example have their own film company. This is great for advertising their artist’s music which can feature in the film its self, Which Adele’s song Sky fall did in James Bond or the song can feature in one of the advertisements before the film in a cinema. Sony owns the popular play station. The record label may decide they wish a song from their artist to feature on one of the games. The play station also uses Technology convergence as the play station is also used as a TV and a computer. This technique alone can also be known as Synergy. The record label can use this to their advantage and advertise the music on the game console. 

The record label will also show their artists music videos on music channels such as MTV and Kerrang. This advertises both the music and the artist creating a wider audience for them. The artists Music videos will also feature on many internet sites such as YouTube, Band camp and Vimeo. This will attract a much larger audience as the internet is now the main platform for music. Bon Jovi became famous through their many music videos in the eighties such as ‘Living on a prayer’. Their videos were mainly played through music channel MTV.

Income streams

Artists generate their money mainly form their tours and gigs. For instance Bon Jovi have reportedly earned up to $142 million on their recent tour in the past six months. This is an average of $8 million for each performance. (www.classicrockmagazine.com) .




During these tours the artist will also sell merchandise such as t shirts and bags. This will earn a couple more thousand for the record label. The artist will also earn a royalty each time their song is played on a radio station. The artist will earn mechanical royalties from CDs being sold in shops such as HMV. They will also receive mechanical royalties from internet companies such as amazon and E bay. Although they will not receive a large amount of money from this as most songs are downloaded of the internet. One of the most popular sites for downloading music is Sound cloud. The Artist will also gain Synchronisation royalties from their being played in films and adverts. Rihanna’s song ‘California king bed’ featured on Nivea’s 2011 advert. Rihanna would have received a synch royalty from this. An artist’s music video will have to been watched at least 200,000 times on You Tube before they will receive any money. Sony for example would have received a large royalty for many of Beyoncé's videos such as single ladies which has more than 150 million views. The songs and sometimes the artists themselves will be advertised on a YouTube channel. One of the most popular examples of this is Vevo which is owned by both Sony and Universal records. Both Sony and Universal would earn a large amount of money from the amount of hits each of their artists would receive for each video related to advertising.