WhaT is A music Video?
A music video is the mix of cinematography and music, that can intrigue and excite an audience by telling a story, expressing an idea or important social matter or a simple performance video where the artist sings their song. Although these can be an artistic expression through a combination of cinematography and music to an audience, these are also used to promote an album and/or its singles, as well as maintaining an audiences interest.
Distribution
There has been a vast amount of distribution methods of music throughout the decades, music distribution was not as as easy decades agi to how it is today, where we can simply click a button and listen to whatever music we want.
Gramophone
The gramophone was technically created by Thomas Edison in 1877, but a later patented design by Emilie Berliner in 1987. After research a website called Techwalla explained that "As the record turns, the grooves make the needle vibrate back and forth. These vibrations are transmitted to the diaphragm, which itself vibrates, creating sound. That sound is then channeled out of the horn into the room." Very different to how we listen to music now and was revolutionary back then. |
Records
In 1985 the record player was mass produced and was super popular until the introduction of the radio in 1900s, this rise in radio meant that the record player was not as popular as it had been previously but made a return into the spotlight a few decades later. The record player came back into mass popularity in 1960s and 70s and boomed in the 80s as DJ's found that scratching the vinyl would give a whole new sound. There was a recent boost in people listening to music over record players which led to a need for an increase of both records and record players for those who want to listen to music how it was decades prior. |
Tapes
Cassette tapes (the compact cassette) where introduced in 1963 by the Phillips company in Belgium, it was originally designed for dictation machines but was later developed for stereo usage (Music cassettes), which were brought to Europe in 1965 and in 1966 the Mercury Road Company introduced them to the US. Cassette players was designed to be used in car dashboards in 1968. They retained their popularity through the remaining 1900s and into the early 2000s. |
CD's
The CD / Compact Disc was developed in 1982 by Philips and Sony, although not created for the sole use of storing music as it could store multiple variations of data. CD's were most popular during the 1990s as "annual global sales surpassed 1bn in 1992 and 2bn in 1996" according to The Guardian. However, by 2005 iTunes had surpassed in popularity. Although, CD's are still sold and used, not necessarily for audio purposes. |
iPods
iPods were a portable music player that were created by Apple in 2001, mainly compatible with apple computers. Originally iPod swerve just for listening to music between the years up until 2013 with the introduction of the iPod touch. Before the iPod touch there was the:
|
Streaming Services
Napster was an audio search engine purchased in 2001 by listen.com, which was the beginning of streaming service platforms. Over the years, popular streaming services such as:
|
Devices
The evolution of devices which enable an audience to listen to music has been an essential factor over the last few decades. The phone for example which decades before were used to solely call or text now possess the ability to play music, take photos, play games and all sorts. By people being able to listen to music on their phone they are not required to own separate technology such as a CD player. This extends to all devices now-days such as phones, tablets, iPods and even laptops. |
Piracy Websites
Although used less in the music industry, as music videos are free to watch on Youtube although, however, Napster was one of the first illegal downloading sites for music created in 1999, and was where files were shared shut down after lawsuits were filed by Metallica, though they were not the only ones to sue Napster and this lead to an initial shut down in 2001. This method of sharing music can be damaging to a musician as it lessens their income which can go back into their creative work. |
https://en.wikipedia.org › wiki › Napster |
Streaming services PlatformsHTTPS://WWW.OBERLO.COM/BLOG/YOUTUBE-STATISTICS
HTTPS://WWW.STATISTA.COM › MEDIA › AUDIO HTTPS://HEADPHONESADDICT.COM/AMAZON-MUSIC-STATISTICS/ |
https://www.musicbusinessworldwide.com
https://www.practicalecommerce.com/wilson-video-sharing https://thesocialshepherd.com/blog/youtube-statistics https://www.businessinsider.com/what-is-soundcloud |
Launched: August 2005
Founders: Chad Hurley / Steve Chen / Jawed Karim Monthly Listeners: 20 Million Cost: $9.99 /per month Youtube is a video sharing platform that was launched in 2005, it has on average 2.1 billion monthly users, making it the most used video sharing platform with 720,000 hours of content uploaded every day. Youtube is perfect for artists to upload their music as they can upload a music video, which an be seen by any user which is not possible on many music streaming platforms. Youtube has got its own separate music streaming service like that of its competitors it compiles playlists and recommendations tailored to the consumers tastes. However due to its similarity with the Youtube App which allows free youtube viewing, compared to Youtube Music Premium which must be paid for for ad-free viewing and offline music listening. |
Launched: April 2006
Founders: Daniel Ek / Martin Lorentzon Monthly Listeners: 433 Million Cost: $9.99 /per month Spotify, launched in 2006 has become one of the top streaming services with its high monthly listener numbers. With roughly 8 million artists on Spotify, consumers are given a wide variety of choice from both high status and niche artists globally. Spotify has a paid for subscription service which allows for ad-free listening and ability to listen to whatever music they want to listen to - Spotify has 188 million paying subscribers. |
Launched: January 2015
Founders: Jimmy Lovine Monthly Listeners: 78 Million Cost: $9.99 / per month Apple Music was slightly later to the party in terms of music streaming services. This add-on service from Apple has 78 million subscribers. As of 2020 there are 5 million artists on Apple music, although not as many as Spotify, it still offers their consumers plenty of choice. Unlike the other music streaming platforms, Apple music only offers a paid for service, though still at the same price. Apple music offers a one-month free trial but after that a fee of $9.99. |
Launched: September 2007
Founders: Steve Boom / Jeff Bezos Monthly Listeners: 68 Million Cost: $9.99 / $8.99 per month Amazon Music joined the streaming service platform at a similar time to Spotify and Soundcloud. Its popularity rivals Apple music with its monthly listener numbers and according was "The first music store to sell music without digital rights management from the four major music labels (EMI, Universal, Warner and Sony BGM) as well as many independents." Amazon, like its competitors, also charges for its services however, discounts those who have Amazon Prime memberships, therefore allowing them to pay $8.99 compared to the standard $9.99. |
Launched: August 2007
Founders: Alexander Ljung / Eric Wahlforss Monthly Listeners: 175 Million Cost: $4.99 / $9.99 per month Soundcloud like its competition allows consumers to listen to music on their streaming platform, however, enabling its users to upload and promote their music with almost 30 million artists on the site. Soundcloud has 2 tiers of premium listening to add onto from its free service - Soundcloud Go which allows its customers to listen and free save an unlimited number of songs offline for $4.99 a month. Soundcloud Go+ allows higher quality music and access o the entirety of the Soundcloud catalogue for $9.99 a month. |
Televised music videos
Top of the Pops
Top of the pops was a British Music charts television program that broadcasting weekly starting in 1964 all the way up to 2006 and was one of the worlds longest running music show, now being followed up by MTV. The first song premiered on Top of the pops was "I Only Want To Be With You" by Dust Springfield and the final song was "Chasing cars" played live by Snow patrol. Top of the Pops featured a mix of music videos and live performances, early on in the shows air on TV featured a scare amount of music videos were played and the show was mostly live music or pre-recorded performance - however, it was the beginning of consistent music and its videos being played on the television.
Top of the pops was a British Music charts television program that broadcasting weekly starting in 1964 all the way up to 2006 and was one of the worlds longest running music show, now being followed up by MTV. The first song premiered on Top of the pops was "I Only Want To Be With You" by Dust Springfield and the final song was "Chasing cars" played live by Snow patrol. Top of the Pops featured a mix of music videos and live performances, early on in the shows air on TV featured a scare amount of music videos were played and the show was mostly live music or pre-recorded performance - however, it was the beginning of consistent music and its videos being played on the television.
MTV
MTV is an American cable channel that was launched on August 1st 1981 and its target demographic was teenagers and young adults. MTV still has its own and many sister channels, which differed to programs such as Top of the Pops which was only broadcasted once a week, and by the 2000s, MTV played music videos for 8 hours a day. However, by the mid to late 2010s, MTV would scale back the music programming that was played and shifted to tv shows, which as of the 2020s plays reality shows such as 'Catfish' and 'Ridiculousness'. |
Theorists |
ANDREW GOODWIN
"Goodwin believed that the visuals and illustration of a music video should match up with the music and the beat" This theory is not so much in relation the story of a music video, but more to do with the editing and keeping the imagery of the video perfectly aligned with the beat of the music video, this can be done withe editing methods such as:
|
RICHARD DYER
Richard Dyers theory is that celebrities and influencers are simply manufactured for financial gain - In terms of the music industry, celebrities are produced to resinate as 'real people' to enable people to buy their albums and music. Lady GaGa is a key example of this, as her image was created after the release of her first album, the outrageous and extraordinary image that was created gave her a USP that stood out form other artists at the time, which was an attraction for audiences who would buy into her music, making her more of an industry plant than an original and authentic artist. |
LAURA MULVEY
Laura Mulvey is a British Feminist theorist who has the theory that most of popular movies are filmed to satisfy the male scopophilia, essentially meeting the male gaze with the medias tendency to sexualise the female to satisfy the male audience. Examples of this can be:
|
BLUMLER AND KATZ
Blumler and Katz created the "Gratification Theory" which is an investigation into why people take an active approach to finding certain media to satisfy their needs. Key examples of this are:
https://revisionworld.com/a2-level-level-revision/media-studies-level-revision/uses-and-gratifications-theory
|
Types of music videos + example analysis
Performance
A performance music video displays a performance of the artists work, this, for example, can be where the band or solo artist performs the song - and that is the main focus of the video.
A performance music video displays a performance of the artists work, this, for example, can be where the band or solo artist performs the song - and that is the main focus of the video.
A perfect example of this is the 2002 "I Bet That You Look Good On The Dance Floor" by the English Rock band Arctic Monkeys. The video is a live fully performed version of the song, not telling a story or displaying a concept, just the band performing their song, showing every band member. These are a simple music video due to lack of story needed behind them and promotes the band more than the meaning of the song, this usually means lower production costs which is great for promoting start up bands who may not have the budget for a fully blown music video. Many songs include a mix of a narrative or concept with a performance, This is commonly done by the British Electronic Pop band Clean Bandit, which in songs such as "Baby" and "Symphony", the videos depict both a narrative about character that display the lyrics of the song which is mixed with a performance that shows the band performing with the respective artist featuring in the song.
|
Concept
Concept music videos are based on an idea or a concept. It combines all the characteristics of the song, these are usually metaphorical video and tend to be rather unique - as they are not like your standard narrative story and are very different from a performance video.
Concept music videos are based on an idea or a concept. It combines all the characteristics of the song, these are usually metaphorical video and tend to be rather unique - as they are not like your standard narrative story and are very different from a performance video.
Boys like you is a 2021 Dodie song in which she sings about a boy she likes who she thinks will end up being toxic - this is a well represented concept within the video as she shows the gradual story or meeting him and taking through the ups and downs and uncertainties of their relationship all though an interpretive dance which usually used to convey human emotions, situations and fantasies . In the video Dodie, who plays the protagonist, sees another couple dancing as a silhouette and watches them as if admiring the relationship they have, being very different to hers, the one she is watching is elegant and smooth and slow, where as hers is messy and fast paced. She can see how her relationship with this boy spins out as the dance speeds up she is spun off and as she turns around he is dancing with someone else. Within this video there is another couple dancing right behind them mirroring the same dance moves - representing the same toxic relationship.
|
Narrative
A narrative music video tells a story, mostly in relation to the lyrics of the song - similar to that or a short film. These narrative videos may include the artist or have actors instead, as the main protagonist to display their story.
A narrative music video tells a story, mostly in relation to the lyrics of the song - similar to that or a short film. These narrative videos may include the artist or have actors instead, as the main protagonist to display their story.
Example
Katy Perry plays the protagonist in her 2010 song "The One That Got Away" tells the story of 2 young people happy and in love, often switching back to an older version of herself who is alone and unhappy that she is not with him anymore. The video takes the audience on a journey of their relationship and how it falls apart, as the music builds up towards the end it switches of the older and younger version of the protagonist more and more until they are sat side by side singing, the younger on having just been broken up with and the older character having lived a life without them, however the title shows that she still isn't over the breakup with him as he is "The one that got away". |
Genres of Music
Pop
|
Jazz
|
Rock
|
Rap / Hip Hop
|
Indie Pop
|
Country
|
Heavy Metal
|
R&B
|
Electronic
|
Disco
|
Alternative Rock
|
Instrumental
|
Branding
A brand is a product, service or concept that is easily distinguishable amongst other brands making it easier to market.
Branding in Music
In music, branding is essential for artists to distinguish themselves amongst others, it sets the tone for their music and what they as an artist represent - ideally promoting a positive message
Taylor Swift
Taylor Swift is a key example for branding as she brands herself with the idea of 'reinvention', she as displayed through each album her personal growth as well as her musical growth in her maturity of growing up. For example, starting with the light hearted country music in the early stages of her career through her album "Red", to the villainous theme set within her album "Reputation" setting herself apart from her previous albums and themes, Taylor then grew into her nostalgic stage through the album titled "1989" and then further developed versions of her previous albums that were recently revised, displaying a full circle maturity in Taylor Swifts musical journey and overall brand with the clear expression of personal growth and reinvention that follows her through each album. |
Ariana Grande
Branding does not need to be centered around the artists entire careers, and with music, heavy branding and marketing is more likely to take place through album releases. Ariana Grande does this through the upside down imagery in her sweetener album. This idea of upside down imagery was originally used to tease the album on her social media, but then extended into her music video's, for example, the music vireo for the single on the album, "no tears left to cry, was primarily shot from a mix of upside down or slanted angles, keeping the continuity of the album cover. This further extended to her merchandise featuring upside down pictures keeping the theme, as well as the upside down title for her tour logo. |
Auteur?
Although primarily used in the film industry, an auteur is a film director who has a distinctive style that it is easily noticed across films.
Examples of Auteur in Film
Tim burton is a key example of this as he has a very distinct style in his work, usually of horror films for example, Sweeny Todd and Edward Scissor Hands, as well as putting a dark spin on usually lighthearted film, such as Alice in Wonderland. In terms of children film, Tim Burton has directed some dark themed, stop-animation, children's films, such as Corpse Bride and the Nightmare Before Christmas. Making his style even more distinct he tends to use similar actors across his films, for example, Helena Bonham Carter and Johnny Depp have played major or minor roles in 8 popular Tim Burton films each, while 5 have crossed over with one another. His distinct style can often be mistalken for similar styles used in films such as 'Coraline' which was directed by Henry Selik, using similar styles of dark themes and stop-motion animation. |
DIGIPAK
A digipak is the printed packaging for CDs or DVDs, usually made of cardboard, with a plastic interior to hold one or more CDs/DVDs.
https://en.wikipedia.org/wiki/Teenage_Dream_(Katy_Perry_album)
Teenage Dream was the Katy Perrys 3rd studio album and was released in August of 2010 by Capitol Records - mainly following the genre of Pop and Dance Music, winning a Juno Award for International Album of the Year. As of August 2020, 3,100,000 copies of the album were sold.The cover of the CD is candy themed with the candy cane alum title, strawberry lace artist title and the cotton candy clouds on the background, all symbolising youth. The placement of the albums title and the artist name are placed at the top and bottom not covering Katy Perry a all, making her the focal point of the coverThis all links to the music video of the first single in the album "California Girls", released 2 months prior to the album which is set in a candy-land.
|
The back of the CD features the tracks f the album clearly numbered and named, in terms of text, following the colour scheme of red on the front, featuring lollipop heads with the candy-cane colours for the "O"'s on the song titles. It also follows the imagery of the front with the same coloured sky and pink cotton candy clouds.
The smaller text at the bottom includes the information about the album such as the executive producer, cover painter and information about capitol records. As well as a barcode which does not obstruct anything. The spine of the CD clearly displays both the album title and the artist along with its record label. |
The CD itself perfectly matches the theme of the album as it matched the candy cane theme thats in the title of the album on the cover and then again replicating the "O"'s from the song titles on the back.
Like many other CD's, this one does not have any information on it such as the artist, album name or record company in old writing. Instead in small writing around the edges in grey, almost not seeable which may be viewed as a possible flaw in terms of information delivery, but this allows the consumer to just focus on the aesthetics of the CD instead. |
Bonus CD's
Bonus CD's include tracks that have been included as an extra, in many album cases, there are usually bonus tracks added, often acting as an incentive for a customer to purchase the CD. Bonus CD's have the same purpose and are a higher price to a standard CD.
In this case the Album which features the Bonus CD is called the complete confection, keeping in line with the candy idea of the standard original.The title is not as clear as it is on the side of the casing not on the actual front. As well as this, there is no name or title on the front, possibly implying that those purchasing a Bonus CD album would already be fans of Katy Perry and her name would not need to be featured as it would e known looking at her that its Katy Perry
Like the back of the standrd, the bonus tracks are numbered and this time lined up with the right margin, although this time in blue matching the sky in the cover, differentiating from the standard tracks although in the same font, featuring the candy cane lollipop "O"'s.
The CD itself is blue, to once again differentiate with the standard CD, keeping the theme of candy, with the same candy cane swirl featured on the CD, however this time the colours are blue and white, matching the colour of the track titles on the back.
In this case the Album which features the Bonus CD is called the complete confection, keeping in line with the candy idea of the standard original.The title is not as clear as it is on the side of the casing not on the actual front. As well as this, there is no name or title on the front, possibly implying that those purchasing a Bonus CD album would already be fans of Katy Perry and her name would not need to be featured as it would e known looking at her that its Katy Perry
Like the back of the standrd, the bonus tracks are numbered and this time lined up with the right margin, although this time in blue matching the sky in the cover, differentiating from the standard tracks although in the same font, featuring the candy cane lollipop "O"'s.
The CD itself is blue, to once again differentiate with the standard CD, keeping the theme of candy, with the same candy cane swirl featured on the CD, however this time the colours are blue and white, matching the colour of the track titles on the back.
Promotionhttps://www.nme.com/blogs/nme-blogs/lady-gagas-telephone-video-how-many-products-can-you-spot-41887
https://www.rollingstone.com/pro/features/spotify-2019-numbers-shrinking-drake-post-malone-931359/ |
https://trendjackers.com/14-examples-of-product-placement-in-music-videos/
https://flypaper.soundfly.com/hustle/10-hilariously-bad-product-placements-in-music-videos/ https://blog.hollywoodbranded.com/case-study-product-placement-in-5-music-videos-infographic https://en.wikipedia.org › wiki › 2010s_in_music https://en-academic.com › dic.nsf › enwiki |
Product placement
Product placement in music videos is used to promote a brand through an influencers platform, brands will often pay artists to feature their products of brands in a video and in many cases its more expensive for more famous artist as they will reach a wider audience.
Ke$ha - We R Who We R
Ke$ha's 2010 song "We R who we R" features multiple brand placements such as the dating website at 'Plenty of Fish', where the DJ's in the videos browse the site for people. Another obvious brand placement features in the video for 'Revelucion Tequila', in which there are multiple, almost advertising shots of the bottles and the drink itself. The product placement in this video however, are not subtle compared to other examples. During the 2000s hip hop was a very popular genre of music, which carried into the 2010s - by brands placing their products in music videos that followed the most popular music genre, it would gain them the largest platform to advertise their product to the audience.
Ke$ha's 2010 song "We R who we R" features multiple brand placements such as the dating website at 'Plenty of Fish', where the DJ's in the videos browse the site for people. Another obvious brand placement features in the video for 'Revelucion Tequila', in which there are multiple, almost advertising shots of the bottles and the drink itself. The product placement in this video however, are not subtle compared to other examples. During the 2000s hip hop was a very popular genre of music, which carried into the 2010s - by brands placing their products in music videos that followed the most popular music genre, it would gain them the largest platform to advertise their product to the audience.
Miley Cyrus - We Can't Stop
The way that the advertisements in Miley Cyrus' 2013 song "We Cant Stop" are done similarly to how they are in Ke$has "We R Who We R", very obvious, using lingering shots of the products / brands involved. Most obviously in this video a 'Beats' speaker in featured in the beginning of the song starting the music with a long lasting shot where it is in the centre. The 'eos' lip balm is also featured in the video, both the product and then the product being used. This is a great way for brands to use artists as an influence to consumers to purchase their products.
The way that the advertisements in Miley Cyrus' 2013 song "We Cant Stop" are done similarly to how they are in Ke$has "We R Who We R", very obvious, using lingering shots of the products / brands involved. Most obviously in this video a 'Beats' speaker in featured in the beginning of the song starting the music with a long lasting shot where it is in the centre. The 'eos' lip balm is also featured in the video, both the product and then the product being used. This is a great way for brands to use artists as an influence to consumers to purchase their products.
Lady Gaga - Telephone
Lady Gaga's 2009 song "Telephone" has a wide variety of both subtle and obvious product placement within its music video. The products / brands featured in this were:
Lady Gaga's 2009 song "Telephone" has a wide variety of both subtle and obvious product placement within its music video. The products / brands featured in this were:
|
This has been a common occurrence for Lady Gaga to have product placements within her music videos such as "Bad Romance" and "LoveGame".
Lady Gaga was a highly popular artists after her debut album in 2008, therefore, brands could benefit from her popularity to feature their brands in her music videos. |
Ariana Grande - Side to Side
Ariana Grandes 2016 song "Side to Side" featuring Niki Minaj has a different approach to brand / product placement. In the music video, everyone is dressed in clothing from Guess - in a much subtler way than the other videos. This gave 'Guess' attention to their brand from Ariana Grandes audience, as the music video was posted onto the Guess website. The video reached over 2 billion views, gaining 'Guess' the perfect platform to promote their brand.
Ariana Grandes 2016 song "Side to Side" featuring Niki Minaj has a different approach to brand / product placement. In the music video, everyone is dressed in clothing from Guess - in a much subtler way than the other videos. This gave 'Guess' attention to their brand from Ariana Grandes audience, as the music video was posted onto the Guess website. The video reached over 2 billion views, gaining 'Guess' the perfect platform to promote their brand.
Synergy
The 2018 film Spiderman: Into the Spider-verse includes a soundtrack which features a hit song "Sunflower" by Post Malone and Swae Lee. The film itself got stellar reviews:
- 97% on Rotten Tomatoes - 5/5 on Common Sense - 8.4 on IMDB With such high reviews, the film promotes the track, however this works both ways. The song "Sunflower" was in the hot 100 charts for 53 weeks after its release. Along side this Post Malone has a high following and since the films release, he has 6.5 billion streams all around the world on Spotifys streaming platform alone - and was the most played global artist of 2019 (again on Spotify) |
Social Media Platformshttps://brandastic.com/blog/what-is-tiktok-and-why-is-it-so-popular/
https://www.omnicoreagency.com/twitter-statistics/ |
https://www.statista.com/statistics/183585/instagram-number-of-global-users/
https://buffer.com/library/social-media-sites/ https://www.investopedia.com/what-is-tiktok-4588933 |
Instagram
Instagram was founded in October of 2010 - its a photo and video sharing platform with 1.21 billion monthly active users - making it the 4th most popular social media platform. For artists this can be a brilliant way to promote their music, for example
|
Tik Tok
TikTok was founded in 2016, following on from the 2014 app Musical.ly, when all content was moved across to TikTok and became the most downloaded app on the app store in 2018. TikTok has roughly 1 billion active users in 2022. For artists, they can use the current and ever-changing trends to keep relevant with their audience. Many artists who's popularity originated from TikTok, such as Bella Porch and Dixie D'amelio have created music that is tailored to popularise on TikTok, with the hope their music will be used in a trend to gain traction. Many, already successful, artists have their songs turned into TikTok trends and dances, for example, Jason Derulo 'savage love' dance, ABBA 'slipping through my fingers' and Weatus 'Teenage Dirtbad' - in many cases even repopularising older music / artists. |
Twitter
Twitter was founded in 2006 as an information sharing / communications platform created for users from around the globe to share their own posts and opinions and to read news, entertainment and politics. It has 217 million daily active users. Twitter is more of a casual platform as picture posting is not essential, therefore artists can use it as a platform to be in tune with their audience on a less 'music promotion' type of basis that they exhibit on platforms such as instagram which can be viewed as quite professional - meaning they can promote themselves as a person not a celebrity. |
Examples
Twitter is a much better outlet for celebrities / artists to relate to their audiences, with pictures not being a necessity, it means that artists can voice their opinions and thoughts or tell their audience information about their music. Dodie, as an example, uses her platform for a multitude of reasons such as sharing her music, opinions, information about her song writing or other upcoming events such as ALOSIA (a lot of songs in April / August) and new albums.
|
Instagram is used by most artists to promote their music and themselves as a person. Beyoncé is a key example of both self promotion and musical promotion. Her most recent posts have all been dedicated to the release of her new album 'Renaissance'. Before this her posts were more 'self promotion' based, posting her pictures from British Vogue.
Jason Derulo utilises TikTok as a social media promotion platform. His approach to promotion and public precense is more casual than many - possibly due to his youth and connection with his audience. His use of TikTok heavily paid off with his release of 'Savage Love' became a huge success after its popularity was sparked by a simple dance that went viral, the sound itself has 4.9 million videos on the platform.
Carley Rae Jepsen is another singer who uses Tik Tok as a platform to promote her music, as she was popular in 2012 for her Hit song "Call Me Maybe", using a platform to promote her music was a good method as it targeted young people who would have listened to her when they were younger, whilst also re-introduce her presence in the music industry since her last studio album was released in 2015. Her new song "the loneliest time became a hit on Tik Tok, commonly used for comedy video's taking her line "I'm coming back for you baby" leading to 11 million veiws on the platform
|
Demographics |
https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/
|
A demographic is the statistics of different certain social group such as age, gender and ethnicity. In terms of music videos this could be theses social groups music or visual preferences.
These results are from statistics website Statista - the graph represents "
Favorite music genres among consumers in the United States as of July 2018, by age group". The results show how the different categories of popular music appeal to certain age groups. Analyzing the graph it can be understood that:
Favorite music genres among consumers in the United States as of July 2018, by age group". The results show how the different categories of popular music appeal to certain age groups. Analyzing the graph it can be understood that:
- Pop music was most popular with 25-34 year old's (56%)
- Rock Music was most popular with 45-54 year old's (48%)
- Hip Hop / Rap was most popular with 20 -24 year old's (54%)
- Indie / Alternative Rock was the most popular with 20-24 year old's (40%)
- Classic Rock was the most popular with 45-54 year old's (62%)
- Soundtrack was most popular with 25-34 year old's (24%)
- RnB was most popular with 16-19 year old's (23%)
- Instrumental was the most popular with 20-24 year old's (23%)
- Country / Western music was most popular with 65+ year old's (40%)
- Singer / Songwriter music was popular with both 16-19 and 20-24 year old's (21%)
- Rock n' Roll was most popular with 45-50 year old's (49%)
- Show Music / Musicals were most popular with 65+ year old's (24%)
Example artists and their demographics |
https://resources.audiense.com/blog/taylor-swift-red-album-success-what-you-canlearn#:~:text=A%20quick%20report%20from%20Audiense,40.19%25%20between%20ages%2018%2D24
|
taylor swiftAge: 32 years old / Genre: Country / Studio Albums: 9
|
Gender
The gender of Taylor Swifts audience is predominately female (55%) - this would relate with the themes of her music being based around love and heartbreak, which stereotypically attracts more of a female audience. Age The age of Taylor Swifts audience is is the younger end of the spectrum (40% between the ages of 18-24). Taylor Swift had a career peak in 2014 with songs like "Shake it off" and "Blank Space" in the charts - this allowed her to build an audience to listen to her music in later year, hence the young adult following. Especially when re-recording and releasing her older albums - regaining that support from her older fans. Nationality The nationality of Taylor Swifts audience is predominantly American at 20%, following that is Indonesia an the United kingdom with just over 5% each and further in other regions in South America and Asia. |
Elton jOHN |
https://parade.com/886783/maramovies/elton-john-song-meanings/
|
Age: 75 / Genre: Pop Rock / Studio Albums: 31
|
Gender
Elton john both in the past and present has been popular with both men and women as an audience, he has become a wide known face amongst all people with countless popular hits. The themes of his songs vary, for example 'Goodbye Yellow Brick Road' being about his childhood memories (lyricist Bernie Taupin) and 'I'm Still Standing' being about how he continued to be relevant in the 1980's. The themes are not tailored to any stereotypical gender interests appealing to a wide audience. Age Elton John has a continued popularity as he continued to create music through the decades. His claim to fame took place in the 1970s where he had 7 consecutive albums reach number 1. Not only has he held this demographic of people from decades ago, but he has even reached young adults of the 2000s as he proceeds to collaborate with highly popularized artists such as Justin Beiber and Dua Lipa stretching his age demographic to be anywhere between 18 - 65+ |
QUEEN |
https://musically.com/2019/01/04/70-of-queens-spotify-listeners-are-aged-under35/#:~:text=%E2%80%9COn%20Spotify%2C%20Queen%20is%20more,under%20the%20age%20of%2035.%E2%80%9D
|
Age: 70 - 75 / Genre: Rock / Studio Albums: 15
|
Age:
Queen has a wide age demographic as its popularity has remained across the decades. On Spotify 70% of Queen's listeners are under the age of 35. Sustained Popularity: As Queen no longer makes music in 1995, the year or Freddie Mercurys death, the band has had a sustained level of popularity, if anything a recent boost in the last decade. Since the release of the film 'Bohemian Rhapsody', based around the backstory to the bands success, Queens songs have rapidly increased by 333%. On Spotify, Queen has 40 million monthly listeners making them the 15th biggest artist on Spotify. Nationality: Their audience is Global with the impact that they had during their prime with anthems listened to world wide. They have a large listening audience, on Spotify alone, in South America which is a fair reflection of their Brazil live shows, specifically the 1985 ones which accumulated 250,000 to 500,000 each night. |
Product Producer Strategies
These are ways that producers try to promote artists singles, albums and tour sales to the artists audience
|
Self Produced
Self produced artists are those who have supported themselves without a label for their own release and performance. An example of this is 17 year old d4vd, who independently released the song "Here with me" however his song "Romantic Homicide" released in July 2022 became number 33 in the Billboards following its popular growth on TikTok - this success lead to a record label signing with Interscope. https://www.billboard.com/music/rock/d4vd-romantic-homicide-hot-100-interview-1235153567/ |
|
Major Label
Major Label's are those with more artists who are most popular, for example
|
|
Independent Label
Independent labels are those that operate without the funding or distribution that major labels do - essentially smaller companies - this however, does not mean that they are unsuccessful - for example:
|
|
Controversy
Some artists utilise controversial songs and music videos to encourage people to watch through controversial opinion shared by people and the media, intriguing others to watch - a key example: Stan - Stan by Eminem released in 2000 tells the outrageous story of a die hard Eminem fan who puts his pregnant girlfriend into the boot of his car and then drive it off a bridge - the 9 minute video was originally heavily censored upon its release causing controversy - despite the story told in the video not being true, it was a reflection on some of the bizarre and shocking fan mail Eminem would receive. |