Purpose of a music video


What is the purpose of a music video for the audience producer and artist?



Audience

A music video will give the audience an incentive to go and see their favourite band/artist live. The purpose of the music video for audiences is to create an enjoyable and pleasurable video that takes the viewer into a different mindset whilst watching. This links to Blumler and Katz's gratification theory - 

Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.

https://en.wikipedia.org/wiki/Uses_and_gratifications_theory

Producer

The producer's Job is to successfully create a piece that engages the audience and relates to certain viewpoints and links to the social state of the world, without offending anyone.

A music video's purpose for the producer is to regulate, camera angles, making sure viewpoints are portrayed positively.

Being a producer involves lots of deep thought into the way people are perceived, and the way social groups are perceived. The purpose of a producer is to create a well-presented piece, without any social and political issues.

The producer's main job is to maximise profit.

Artist

The purpose of Artists in the music industry is to put across their music, making them seem as talented as possible. Artists are usually under a record label if mainstream, this, therefore, means that all the decisions made are made by the record label, therefore, the artist's job is to be a positive public figure, creating a fanbase and inspiring others.

An independent artist has a lot more work as they aren't signed to a record label, although this is the case, they have a lot more freedom to do as they choose and they may have more of a say in regards to the way their music videos are presented and the views they are trying to put across. 

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