MUSIC VIDEOS-A2

MUSIC VIDEOS

Yesterday we had an introduction to our A2 course. This year we are given the role of a record label launching a new artist. On YouTube their are the previous music videos that have been made, which makes me extremely excited to start the course as they all look incredible .

One year this video was made:

http://www.youtube.com/watch?v=rEhjwJnTczA 

This started out as a Hurtwood music video then actually made it to the bands official video, making 1,734,073 views!!! 
We established the goals (sales of album, merchandise, concert sales), KPI's (subscribers, likes, album sales) and activities (website, merchandise, poster, TV adverts)  of the artist.
For this project we would create a campaign. The definition of campaign is 'a series of operations intended to achieve a goal.

We then started talking about the correlation between artists and their music videos; also their websites.
We started with Guys favourite rapper machine gun Kelly  his official website looks like this:

Which clearly connotes to the audience this hard aggressive persona. Hence the tattoos and colour scheme of red white black and grey. 




His music video as you can see above completely juxtaposes this first impression as the video seems bright and friendly even though it is titled 'mind of a stoner'. This kind of contrast is dangerous for an artist because its hard for the audience to work out what the artist is really about and what they are promoting. Obviously machine gun Kelly is an artist for a niche target audience like 17 year old boys who look up to him as he is breaking the rules that they cant.

We then looked at one republic: they are a British band that are globally known having an audience from 10-80. There website looks like this...

As you can see it is completely different from machine gun Kelly. Its primary colours and blue and white with a sort of astrology magical feel which is applicable to all audiences young and old. There video then looks like this

Which plays in to the magical and mystical factors of the website and plays to a large audience as the lyrics are universal and not about tabooed subjects such as weed which only really associate with a small audience like 17-18 year old boys.