Research on Industry

The purpose of a music video (MV) is to tell a story alongside the song it is accompanying, promote the single or artist, and to increase the sales of music recordings. Most music videos tell a story or deliver a message (i.e. social, political) in order for the viewers to understand what the deeper meaning is, as well as embrace an audience and grabing attention, making them more interested in the song or album, in turn persuading them to buy it. Artists also use music videos in order to express their creativity and passion towards their music.

Nowadays in the 21st century, music videos are now distributed through the online video sharing website Youtube, which was invented in 2005. The MVs are uploaded via the artists Youtube channel for their target audience and others to watch. The more the people watch the video, the more revenue the artists make. Each year, artists make more money than they already have, due to the amount of viewership their MVs have. Musicians release their videos to Youtube as it is very accessible and easy to find. Before Youtube was invented, MVs were mainly released on the cable channel MTV. MTV was created in 1981 as a 24 hour music video programme, in which they only showed MVs from different artists and genres. Globalization was on the factors in the channel's popularity, as it was one of the few cable channels that was available in other countries. However, due to the rise of Youtube, MTV began a downfall, as audiences began to focus their shift towards Youtube, due to its easy accessibility (what we call technological advancement). As Youtube is popular in other countries, different artists from different countries are able to publish their MVs to the platform for people all across the globe to view.

Who is involved in making music videos? What are their roles?

Director - the person who is in charge of the overall concept of the video (controls what is happening on set)

Producer - the producer’s role is to make sure that all personnel, gear and other production supplies show up where and when they should

Director of photography - Also called a cinematographer, the director of photography’s role is to basically capture the action of the performers in a way that coincides with the director’s creative vision

Production designer - The production designer will be responsible for buying, renting or acquiring any props, art, paint or other specialty items that will be seen on camera

Costume designer - person who is responsible for delivering and acquiring the performer's outfits for the video

Hair and Makeup artist - person who is responsible for doing the hair and makeup for the performer or performers

Gaffer (an electrician) - The gaffer will work with the director and director of photography to light the set in a way that allows the director of photography to capture the director’s vision

Editors - the group pf people who choose the shots to be featured in the video, and they cut or rearrange the scenes