Purpose of a Music Video - With Reference to Synergy

As we know, 'Synthetic' music is all about the money making, but the purpose of a 'synthetic' music video is:

- Promotion/publicity of the artist/band
- To make money - increase sales - persuade audiences to buy the CD/download
- Product placement (publicising merchandise) - collaboration collaboration collaboration collaboration collaboration products promotes the buying and selling of the two merchandises.

Synergy:
- Music videos exits only as one strand of a multimedia campaign. It is just one way in which a song is promoted.
- The music industry as a whole has a relationship with a number of different media: radio, TV, print media, film, new media, ect...
- There is often a clear sense of synergy across a number of platforms e.g. film.

Examples of this includes:

Bryan Adams - Everything I Do which was promoted by the film 'Robin Hood: Prince of Thieves'

https://www.youtube.com/watch?v=ZGoWtY_h4xo&list=RDZGoWtY_h4xo

Note:

- The location where shots the band were playing was on the actual set where the film was based.

Adele - Sky Fall was promoted by the James Bond film 'Sky Fall'

Note:

- Adele was not a part of the actual video, perhaps because she lacked the qualities a typical 'Bond Girl' usually has - namely her size and figure.


Leona Lewis - I See You was promoted by 'Avatar'

Note:

- The song was created on a quote from the actual film.

- Not only does the music video have scenes from the movie, it mimics some of the elements projected into it as well. Notice some of the light on Leona was used to create a tone on her skin matching the cool colours on the main characters in the film.