Purpose of music video

In order for me to actually attempt to make my own music video with a group i need to actually understand the purpose of music videos which is mainly how individuals generate money. I will be describing the purposes in detail below.

Representation of Artist

If we take a look at the Beyonce music video of 'sorry' where she presents herself as a leading independent, fierce and uplifting female shown by the visuals of her sitting on a throne with a dark touch to the video, unbothered, followed by the repetition of "i aint sorry" lyrics. This indicates that she doesn't need the supposed male she is talking about in the music video and she is fine on her own.  I think this is a way for Beyonce to encourage audiences and viewers to be independent and be just like her, to mainly uplift woman and promote feminism. Beyonce is already known for her strong feminist view and using dark and fierce woman in her music video would help promote it more and make her a good public figure. This means her audience may grow and generate higher profits for her record label and of course for herself as more people will buy her music and be interested in the same views. 

Synergy

It is also beneficial for artists to promote themselves. Synergy is the corporation of two or more organisations to create something that tends to have a greater effect than working separately. An example of good synergy is Beyonce song 'Crazy in love' being used in the movie 50 shades of grey. This helped both parties as Beyonce is the famous queen of pop which meant she had a large audience and would therefore attract viewers to watch the movie which would help generate high profits for the movie. This is also beneficial for Beyonce as she may gain more viewers (new fans ) in general as there may be audiences who have never heard of her and discovered her music in the movie. The intermediate relation between the plot, the story of love and sex, with the lyrics "crazy in love" would be satisfying for the audience as it wasn't out of place and it was synchronised. This may add to the effect of love creating empathy and building a greater bond between the movie and audience.

Major, Indie and Unsigned record labels 

The purpose of record labels is to look after the artists and help them on the journey of their career to become big and known as well as improving in terms of vocals, their image etc. This means they also get some of the income coming in for for the artist, therefore it is really important to improve the artist to generate higher profits. However, this is not always achievable for record labels as there are different stages of record labels company. Companies such as XL Recordings are a known independent record label which tends to produce dance and sometimes eccentric music with it's biggest star being Adele raising their bank balance from £3 million to around £35million with her album 21 making them popular. However, they are not as big as the major record labels such as Sony music, UMG(the data below shows that UMG have made 1,119 euro millions in 2016 already)  and warner who are have a bigger capacity to promote their artists on a larger scale as they are sure to have links with other organisations such as magazines, radio stations and many more as they are financially stabled and will not go into liquidation if the company advertisement wasn't effective. On the other hand, there are record labels which are not even signed or registered nor financially prepared and are having to force the promotion of a artist by using the door-to-door method or word of mouth which is obviously time-consuming and requires dedication. 

Extension of Outlets

Outlets such as Youtube, Amazon music and iTunes are large platforms/outlets which music can be listened to which also generates money for artists as they're helping the platform known and recognised as well which can be looked at as a form of synergy. Platforms earn profits from the amount of views and membership (iTunes, Deezer, Amazon etc.) as it is entertainment viewers but platforms such as youtube is almost fully free to use and only make money from adverts and a few movies that have to payed for. Youtube allows anyone and not just popular artists to upload their videos/ tracks, however their pay is really low (shown by the figures below) with $1,750 per a million plays. I think this is because youtube  Platforms such as Nokia and Google offer higher rates.