People’s music taste can be a controversial topic, almost to the point of tribalism. It is contentious because it defines and often signifies personalities and lifestyle. Musical taste is about the way you dress, speak and sometimes act. For example Punk, Goth, Indie, Mainstream and Techno.
However all commentators agree that music and all its trends sit at the epicenter of popular culture.Ideally with this pop video we hope to establish a band that will last for twenty to thirty years, but also to create a brand that will last and make money through various different multi-media areas.
It is this ‘dynamic tension’ that exists between the artist and commercial forces that underpins the success of this vast media business. However sometimes the lead singer becomes the star and can demand more money, as they believe they do all the work within the group and this can cause tension between the whole group and eventually lead to them breaking up.
Another type of tension that can arise is between the organic and synthetic groups. Organic groups put their music first, it is their music, clothes and their staging, everything the way they want it whereas synthetic groups are manufactured, created and made to fit the market. Our band is organic as their music is theirs and so is their style, they were not manufactured and if they establish themselves well they will hopefully be around for quite a while. We wanted the music video to show their organic quality and for the band to be themselves.
Another feature to consider is the music industry ‘synergetic connections’ with other media forms. This codependence with other media means that a ‘mutual reliance’ can be productive but also risky. This means that when we market the band if we have synergetic connections our band can be on TV, newspaper and magazine interviews that will all most likely be owned by the same company. We would also need to think about when the best time to show our band is. For example Britney spears was marketed toward children and therefore would appear on Saturday morning kids shows, or anywhere that kids would see. Our band would most likely appear on MTV as this markets itself to 15-25 year olds and that is the target audience for our band.
The pop video is only one stand of an often multimedia campaign. The campaign to sell our band will involve television, radio, newspapers, magazines, Internet and shopping malls.
Three main trans-national corporations dominate the music industry: Universal, Sony/BMG & EMI these are known as ‘The Majors’. Most majors own smaller subsidiaries companies in order to reach different audiences in different types of genre. These companies are known as ‘major-independents’ and finally there are a huge number of small companies with little or no connection to the majors, these are known as ‘independents’ and often concentrate of a small number of artist within a special niche in the industry.
The music video serves a number of different purposes, it promotes a single and normally an album as well as the band or artist. It creates or feeds into the ‘star image’ of the band, it entertains as a product in its own right and it reinforces or undermines the meaning of a song.
As a producer of a new band I recognize that not only are there many threats to me as a producer but also to the possibilities of my band. CDs are going out of fashion and people prefer to download instead, this poses a large problem as many people file share with friends for free and therefore thousands of sales are lost. However there are many ways we can market our band/brand through vidvert or I videos that we can play in shopping malls that include interviews with the band, the showing of the music video and then the conclusion of the interview. We can also do live feed interviews online to fans, where fans can ask the band questions live on the Internet.
That is the structure of the music video and that is the industry I am working in.
I researched into the music industry and found the link to a video that explains a bit about the industry. It doesn't properly start until around 0:50
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