Why is a music video so significant?
The music video is highly significant, especially for popular music, as videos are typically released alongside a new single – the purpose to ultimatey promote the band. The videos are often created simply to promote the band, and footage rich in connotation is not the centre of predominance. The target for directors is to obtain ultimate repeatablility, to reach thousands of video views and flesh the band through meat shots and close ups of the band mining, playing and interacting alongside each other. Footage of this kind is often juxtaposed to a narrative featuring member(s) of the group.
What role does the music press play in promoting artists in a digital media age? Are they still relevant? Give specific examples from the UK press.
The music press plays a huge part in promoting artists. Now that artists don’t make as many sales in the purchase of music (due to the significant rise of the illegal download), promotion proves more important for the few cd sales. They approach this promotion by making the physical copies much more desirable and unique. In a way artwork and the featuring digipack plays a larger part in the sale. Another aspect of promotion is for tours of live performances. For example, in the UK music scene, brands are retaining a meta-narrative, present in artwork, music videos and their live show. An example might be the xx, who use their logo throughout everything involved with their band, such as album artworks, music videos, and most recently, they have created a huge X-shaped box, which is lit from behind and filled with smoke, creating dreamy imagery to match the music (and videos) for their powerful live show.
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