The main purposes include:
- To sell the song and create a fan reaction to it - This would consequently make the song more memorable.
- To give the audience an insight to what the artiste was alluding to in their lyrics (Give the audience a better understanding)
- To entertain and display the artistes talents
- Music videos act as a platform for greater public exposure and create more public interest; increasing the capacity of the artistes brand.
- To generate more revenue - Fans may buy the song and the accompanying video; although YouTube does mostly prevent extra revenue being created from this method on the whole.
- To sell and reinforce the artistes brand
This refers to the relationship that is established between multiple media products. This can be done through several means such as composition, representation or colour; which is how I decided to create my artistes brand identity.
'Girls Like' is an example of a song with a music video that reinforces the idea of an artiste being a brand. The lyrics read "Tell Russell I'm a brand", this is also intertextuality. The whole brand/image concept is carried by the record companies; artistes signed to independent labels would not have the same scope of music video production as the oligopoly might do due to big financial differences.
Some bands/artistes change their brand and style of music; for better or for worse. Sometimes fans welcome the change but others times it creates a stir and stigma around an artiste. Harry Styles is an example of an artiste that had a successful brand change; once a member of a boyband which proved themselves in the industry to a quirky pop singer that has an original sound that was very popular at its time of release.
The Purpose of the digipak and Website
The main purpose for the digipak and website is to essentially promote and advertise the artiste and reflect their brand. Although both forms of media are relevant, websites are more so with the proliferation of streaming and technological convergence. The theme of the digipak will usually come from ideas in the video and from the genre of music; each with their own conventions.
Digipaks can become iconic to an artistes image. One key example of this is Nirvana's naked baby underwater album cover which is immediately associated with the band. I actually used the underwater concept for my own album
How my products link together
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