Music Video Purposes Analysis By Connor Davidson

Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience

One Direction Provide an explanation in relation to benefits (promotion, extension of income & outlets, synergy opportunities and strategies used by producers to benefit label and artist)

Provide any research evidence you can find that supports explanations of benefits for artist, record label and audience

Promotional UK boy band One Direction is a great example of how promotional work can benefit an artist and their music. One Direction were first all individual acts on British TV Show - The X Factor in 2010. None of the boys made it through as individuals so the judges put them together to form a group. From then on, they became more and more popular, especially to young girls. Although they didn't win the show, they still signed up to Simon Cowell's record label company 'Syco Records'. Appearing on ITV every week for a couple of months is great promotional work for the band. It gets them well known and people talking about them, which will help their future work. All 4 of their albums have rocketed to number 1 in the charts, along with their hit

Music Video Purposes Analysis By Connor Davidson

singles. Their achievements include 6 Brit Awards, 4 ,MTV video music awards, 11 MTV Europe awards, 7 American music awards and 19 Teen Choice music awards from 19 nominations. They also have their own YouTube channel to post videos for their audience, which also helps promotional work as they bring in millions of views on those videos.

Extension of income

A good extension of income is through YouTube. YouTube pay channels with a certain amount of subscribers, whenever they create a video. This depends on the views the video gets, as each view will be a certain income. The payment Is roughly £1 per 1000 views. So for example, One Directions ‘What Makes You Beautiful’ music video reached over 760 million views. The One Direction YouTube channel will make money from the views and monetization off this video. From views alone, this video will have made £760,000; not to mention the money rose from advertisements. This is just one of their videos; they have 16 videos which have 100 million

Music Video Purposes Analysis By Connor Davidson

views or more up on their channel. They have 20 million subscribers with over 6 billion views across all their videos. This would make a lot of money. This show how good an extension of income that YouTube is.

Extension of outlets

Extension of outlets is very similar to extension of income, but also mixes in with exhibition. As well as YouTube, artists such as One Direction can use other social media websites to advertise and for their extension of outlet. One Direction also have a Sound cloud account where you can listen to their music. This allows fans and any other people to listen to their songs free of charge. This can help grow their fan base even more. They also have their music on the Apple store for Apple products. This helps generate extra money for them and helps get their music in the charts. Social media such as Facebook and Twitter have also quickly become very popular with artists. They find it a way to start campaigns or promotions for their music and music videos. Many artists also announce tours

https://twitter.com/onedirection?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Music Video Purposes Analysis By Connor Davidson

or concerts via social media.Synergy Synergy is where 2 organisations

come together to create one product. For example sponsorships. So One Direction worked alongside Honda, before their tour of the US started. Honda asked the group to design their own customised Honda Civic. Honda have offered out multiple prizes as part of the work with One Direction. For example, 1 of the prizes are flight tickets and tickets for the concert in a specific city. Some winners also get the chance to meet the group themselves. This works for both parties, as it gets One Direction more well-known (not that they aren’t already) and shows them doing good deeds. It is also good for Honda as it gets more people buying their products and creates more attention for themselves. They made this into a commercial and also uploaded videos from the behind the scenes to YouTube.

https://www.youtube.com/watch?v=ptukcs-zZIg

Producers strategies

One direction often have help or support when writing songs for their new albums or hit singles. Obviously some of their lyrics are created by themselves, but a lot

Music Video Purposes Analysis By Connor Davidson

of their songs they have had other people writing or help to write songs for them. They have worked with artists such as Ed Sheeran, who wrote their song ‘Little Things’, as well as writing songs for 3 of their 4 albums. When One Direction first started creating music, they had lots of help from other people writing their songs for them. As they have progressed, become more popular and mature, they have started co-writing songs with other artists or song writers. Lately they have been working with 2 individuals on a new album.

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