AMBER - The function on a music video

Our coursework project this year is going to be to create an original music video to an existing song by a British artist. It is important to therefore understand the basic concepts of music videos and why they are used. A music video will integrate the song and imagery, and is created as a marketing device to promote the song and artist. The main reason for music videos is to make money; if a consumer watches the video and they like it they are likely to buy the song.

Music videos will look different based on the genre of the song, for example in current Rnb and pop songs we are likely to mainly focus on the artist and see them dancing. However, in a indie/rock video, this is all about the instruments and love for their music so we will see a lot of footage of them playing their instruments. Therefore from watching the video we can tell the genre of the song so it is important to use appropriate footage and shots.