A music video is portrayed as a short film which merges a song and imagery together and has been produced for promotional or artistic reasons. Most modern day music videos seen today are generally created for promotional reasons and are used as a marketing device to sell their own products. Some people may say that music video are no longer important, but some will often say otherwise. A large mass of people say that music videos are no longer appreciated due to MTV no longer showing music videos - however, YouTube is the second most popular search on Google and is the largest streaming music service worldwide - meaning it is so easy to get access to music videos and you will no longer have to wait for a video to come on the TV. The availability of YouTube allows anyone to post something on the website - meaning artists from major record labels will need to stand out from all of the rest. Artists will need strong, creative visuals to get people to look at their work and to want to know more about it. On top of that, music videos seem to be more important than a songs artwork these days as people are more likely to buy digital albums rather than physical copies - meaning more people are going to remember a song by its music video rather than its artwork. Music videos will sometimes include something memorable to make people remember it or something completely new and out of the blue could be used - this is all done to entice the audience as they will remember the video because of what they saw - meaning they will remember the song. Without music videos, some artists probably wouldn't be as famous as they are and wouldn't have all of the recognition that they have.
A good music video example that uses creative visuals is the music video for 'Turn Down For What' by DJ Snake and Lil Jon. This song was released in 2013 and the video was created as the director said he wanted to explore male sexuality more which he was able to do in this video. However, the directors didn't make this straightforward as they wanted to make it unique and wanted people to remember it, so they got creative and decided they wanted peoples private parts to 'go crazy' - this is the type of thing that has never been witnessed before, which was why this music video did so well as the directors knew people would think it is weird and that they would have never seen something like it before, but they would remember it. The video won 'Best Direction' for DANIELS (the film making directors) and was also nominated as Best Art Direction and Best Visual Effects at the 2014 MTV Video Music Awards and was also nominated the Best Music Video at the 2015 Grammy Awards.
Here is the music video for 'Turn Down For What' by DJ Snake and Lil John:
An excellent example of a music video that has used something memorable is 'Gangnam Style' by PSY. This song was released in 2012 and the majority of people at the time of its release knew the song and probably will still know it now. This video used an iconic dance move and when anyone sees this dance they will know that it is in resemblance to this song. A wide range of people most likely didn't understand the lyrics to the song as it is South Korean, but this again reinforces the fact that most people will just watch the video nowadays and won't listen to the song it has been constructed for. Without the video for 'Gangnam Style' the song probably wouldn't have been as big of a hit as it was and people presumably wouldn't have enjoyed listening to the song as much. Nevertheless, whenever this video is watched or the song is heard, everyone will always break out into the iconic dance move.
Here is the music video for 'Gangnam Style' by PSY:
Beneath, I have created a short presentation to demonstrate the difference between a successful and an unsuccessful music video. I have also included some music videos as examples to help you understand the difference between a good and bad music video. Here is my presentation:
In the animation below I have constructed a brief presentation where the characters are talking about what makes a good music videos and all the main features you will need to make it a good one. Here is my presentation:
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