Research For Music Video - The Music Industry

The Music Industry

The Music Industry has changed hugely in the last 10 years. In small groups we looked through the production, Distribution and Exchange within the music industry and how it has changed from then to now. 

Below shows a Print screen of the change within the music industry over the last 10 years contrasting the music industry from past to present.

I watched and compared two music videos (one present and one from a couple of years back), and looked at the changes that the music industry played in both music videos through Production, Distribution and Exchange.

The Beatles- A Hard Days Night (1964)

The Song ' A Hard Days Night' by The Beatles illustrates a more simplistic form of technology used within the making of the music video as the video contains no use of special effects or the use of colour , which indicates to us the simplicity of technology in the 60's. The video is illustrated in a grey scale format which takes the audience attention from the location and the props seen within the video and concentrate on the artists themselves and the song lyrics. The use of costumes also illustrates the type of clothing that was in at that period of time in contrast to the fancy , outrageous ,colourful costumes that we witness in modern day music videos. Through distribution , consumers used to listen to the song through record players , portable radios and occasionally on TV where the artist would perform. The most popular music chart show in the 60's was called 'Pick of the Pops ' which was a BBC radio program like the modern day version of MTV.

Lady Gaga- Telephone (2009)

Lady Gaga's ' Telephone' video illustrates a modern day twist on technology as it relies strongly  on the use of modern day technology such as special effects ,the use of colour and the use of new media which relies less on digital media. The video is illustrated through the use of bright colours, the use of props , over- the - time choreography, outrageous , unique , over the top outfits and the different variation of locations, which drives the audience attention away from the simplicity of the message of the song song lyrics but moves the audiences attention to the image of the artist, the actors within the video and the choreography The video illustrates how technology has progressed and developed  over a period of time and centuries contrasting The Beatles -A hard days Night which is made in the 60's , 20th century, to Lady Gaga's - Telephone made in the 21st century. Additionally , the music video also illustrates the development within an artist image and the development within fashion, illustrating how fashion has  progressed and development from wearing conservative clothing , in-contrast to wearing revealing , skin figured clothing which drives attention to the audience and way from the song. Through distribution , the music gets to consumers through the use of advertising. The music video is produced as a mini- film which is used as an advertising promotion to enhance viewers. It is also distributed through TV music channels such as MTV, social media websites via , Internet, Twitter, Facebook etc... . The 'Telephone' video includes explicit , sexually scenes, anti - social actions such as poisoning that creates controversy and attract more viewers. 
   You could argue and say that the use of adding issues to create controversy is an effective method to increase the number of viewers. Many of Gaga's videos include various issues that create controversy within the media. Some of Gaga's video that illustrates this is ' Judas', ' Born this way' and ' Paparazzi'. 
   
The video generates revenues from Youtube receiving views over 121 million and growing. The video also generates revenue through having Beyonce in the video as Beyonce is a popular artist herself , it enhances revenues for both artists and increases the number of viewers. Gaga herself collaborated in Beyonce's - ' Video Phone' which additionally gained revenue from youtube receiving over 34 million views and growing. 

Beyonce ( feat Lady Gaga) - ' Video Phone' (2009)

Through exchange , the consumers are able to own the music through downloads on Itunes, which allows consumers to download and buy Gaga's singles and Album which promotes sales for Gaga.Also, through Youtube converter, consumers are able to download both the single+ music video and the artist album with no cost price which is a new method used in ways consumers can consume music in contrast to buying records and cassettes. 

    In conclusion , the music industry has changed hugely in the ways music videos are made , distributed to consumers and exchanged. The affect of this is due to the development within technology , the periods of time and centuries and the introduction to new conventions that artists nowadays have to follow.