Functions of a Music Video

The main reasons why music videos are made are to promote the artist and encourage fans to listen to their music, buy their songs, merchandise and tickets to their concerts. Also music videos are used to re brand and re launch an artist.

Launching an artist’s career- PSY

Psy is a south Korean singer/songwriter who scored great success with his song Gangnam Style. He is well known for his Music Video of Gangnam Style on Youtube which currently has 1,770,747,955 views and counting branding it youtube’s , most viewed video.

This video launched an AMAZING!!! Career for Psy, he beat Justin Beiber’s Aslong as you love me at the top spot for the itunes music video chart, he performed on famous large scale shows such as the Today show, Saturday Night Live, MTV Europe awards, American music Award, Times Square New year’s eve 2012 and many more. Also the scale of fame that the video gained lead him to be introduced to many other famous artists such as Britney Spears, Ryan Seacrest, Ellen, Jonathan Ross, Kevin Hart, MC Hammer and loads of others.

Re-branding an Artists identity – Jessie J

Jessie J is one of the most successful artist to come out of the UK, she launched her career back in 2010 with her hit single ‘Do it Like a Dude’ and from then her fame has gone nothing but upwards winning the Brits choice, Mobo’s and even becoming a judge on the singing competition The Voice. Recently Jessie J shaved her head for charity and this causing her to re brand her image.

Jessie J's Image Brand 2010 - 2013 

The images below show Jessie J's original image. The thing that was her signature look was the average Bob with a full fringe, elaborate make up and skin tight outfits.

 

Jessie J's Image in 2013 after she shaved her head.

 

Wild

Wild was the first single that Jessie J released with a bald head, this meant that the record label and managers had to re brand her new image to keep her fans engaged. In the Wild Music video majority of the time Jessie J is rubbing her hands over her head. This could be an indication of her promoting her new Image.

 

Re Launching Britney's Career

After Britney's Breakdown in 2007 everybody thought that it would be almost impossible for her to make a comeback, Britneys Breakdown involved her attacking paparazzi, shaving her head, losing custody of her children and being sectioned.

Gimme More, New single Re Launch

After Britney sort of recovered from her breakdown she decided to make a comeback to music in late 2007. Her album would be her first album since 2003. The first single from this album was 'Gimme More' and although the video was criticized it was the beginning of her uphill success.