DW: Institutional Context

Why is a music video so significant?

It is a way of promoting the artist, record label and any other associated organisation or item both visually and audibly. It significantly helps build reputation and recognition too, it is also another means of outputting music to listeners and makes music easier to access.

What is the production process of a music video?

1.      Concepting

2.      Scriptwriting

3.      Production Planning (Pre-production)

4.      Videography (Shoot)

5.      Graphics Design & Creation

6.      Voice Talent Recording

7.      Original Music or Library Music tracks 

8.      Editing

9.      Motion Graphics & Special Effects

10.  Animation

11.  Final Edit, Mix, and Master

12.  Dubs (Copies) or other Distribution

What role do new media technologies now play in promoting artists? How has this changed traditional practices? To what extent is this an example of "we media"?

New media technologies such as internet devices have changed the means of advertising music artists. Downloads via the internet now play a much larger part in the consumption of music than old media technologies such as CDs and vinyl’s, it is therefore extremely important that artists promote themselves as much as possible via web 2.0. By doing this their listeners can have access to their music on their phones, ipads, laptops, consoles and many more devices. “NMTs” can also help build reputation and recognition of artists visually too; sites such as Youtube offer a place for artists to display their music videos, interviews and other related work e.g. adverts for television programmes or other synergy related visuals they are involved in – allowing anyone with a computer connected to the internet to watch them. Their fame can be reinforced further through social networking sites such as Twitter and Facebook where their fans can follow their activity and work more than ever before. Lastly NMTs can also offer a platform for marketing and sales of the artist’s and record label’s merchandise i.e. via online stores where fans can buy clothing, tickets and other products. Before these technologies existed artists would have got most of their promotion through their record labels, they would be in charge of marketing etc. (and still are) however advertisements would instead be on television, posters and billboards  and their sales relied almost entirely on vinyl, CD and cassette sales figures.