When promoting an artist a music video is one of the most important aspects. This is because you are quite simply selling the artist, therefore their style, face, influential identity can all be used to promote the artist. It can be used to show off the artists performance etc. Along with this, the most important thing about this is when you see a music video on the television or internet, you don't have to pay for it. This means its the best way for an audience to view it because it's easy to access. Also on Youtube, when this video is uploaded and hundreds of thousands of viewers and viewing it and ratings are increasing tremendously, it is also promoted via word-of-mouth onto social networking sites such as facebook to audiences friends of similar music interests, therefore increasing the views and the likeliness of sales per person.
The style is important when using a music video to promote an artist because it creates an emphasis around it which could influence the target audience. For example, Lady Gaga's style is very different than other, but has created an emphasis on the artists individuality, therefore creating a lot more purpose to following her music.
What are the three types of music video?
The three types of music videos are:
-Performance: A performance music video is based around an artists performance in the video. This is sometimes a montage of live events where the artist has performed in front of an audience or a completely different performance at the studio primarily for the music video.
Here is an example of a Performance music video -
-Narrative: A narrative music video tries to convey the lyrics of the song. This can be done by constructing scenes of the moments which the artists are singing about. This can also be the created by having emotional representations by music artist or actors/actresses to convey only the emotion, for example if the lyrics were depressing and sad, the video would have low-key lighting and a person crying.
Here is and example of a Narrative music video:
-Conceptual: A conceptual music video focuses on conveying the appropriate themes according to lyrics of the song and following the tempo of the song through visual elements. This is focused around dance music videos as the tempo of the beat always follows the visual aspects of the video, therefore creating a synchronization between tempo and visuals.
Here is an example of a Conceptual music video:
From this video we can see that the visual elements such as the cuts between each effect are constantly in sync with the song, but also conveys concepts of the lyrics such as relationships in a RnB/Rap style.
Why is branding a band or artist especially important when marketing niche subcultures?
Branding a band or artist is especially important when marketing a niche audience because it has to focus around them more therefore allowing the audience to feel more in touch with the band through the branding. The brand is anything which associates with the band/artist, therefore this has to convey both the artists interests and style along with the audience, which would make them feel more in touch with the band, allowing the to be more satisfied by their interaction, according do the Uses and Gratifications theory. As they are a niche subculture, grabbing the interests and attention of these people is a lot more crucial towards sales than a mainstream audience as a niche audience would have fewer of them, making each of them much more important.
How does branding 'from within the band' increase appeal to a niche, subculture based audience?
Branding from within the band increases appeal to a niche audience because it can make the audience feel more in contact with their bands, by knowing that the branding came directly from the mind of one of the band, therefore allowing them to feel as if they're associated with a brand which that band member has made. This is more effective than just a marketeer from the band creating the brand identity because the band member would know their audience better, therefore understand what they want a lot more. An example of the would be from the brand 'Gallows'. This is because the lead vocalist 'Frank Carter', an ex-tattoo artist, is the man who creates the branding for the band. This includes the logo, textual elements and artwork. An example of this would be from the Gallows webstore, a t-shirt designed by Frank Carter himself.
In the above video, from 4.00 in the video, you can see Frank Carter's body, and the tattoo's covering his body, including a lot of artwork which he has used for CD merchandise etc.
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