Purpose Of The Music Video In The Digital Age

One main point of a music video is to sell products, the most obvious of which is the song featured in the video, However, other products are marketed by the music video itself. For example, a soundtrack for an upcoming tour, or even merchandise e.g. T-Shirts, mugs, cd's, signed books.

When a music video is shown, the audience is able to hear that it is a song, the video is for so they are getting  the product that is being promoted, when other products are advertised, such as a brand of coffee or an item of clothing, then the advert suggests the product us maybe desirable but this means that the audience will not get to taste the coffee or wear the clothes.

Prior to the digital age, allowing audiences full access to the product in the marketing was not too problematic; The song was only available at certain times and only in places which have been approved by the record company, e.g. Top Of The Pops.

But due to fast advancement music video's can now be watched on tablets, computers, and mobile phones, which enables the audience to watch the video whenever and wherever they like.

Andrew Goodwins Features Of A Music Video

Conventions of Music Videos

Digipak

Digipaks typically consist of a gate fold (book-style) paper-board or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside.


Most digipak's are used for special edition CD's albums, also they could be used for premium packages for DVD's and not just CD albums.

Website Pages

Their are many points of having a website for a band/artist, one reason could be for promotional purposes to show their latest albums or singles for sale which can be directly brought from their website page, while another reason could be to keep the fans updated with their latest tours; this may also give fans the following option of subscribing to the webpage to be kept updated with all the bands/artists information, they may also choose to sell merchandise e.g. T-Shirts, Jumpers, Vests, even down to signed pictures or mugs; or the Bands/Artists Auto-Biography.

Brief:

A promotion package for the release of an album, to include a music promo video, together with the two options:

* A website homepage for the band;

* A cover for its release as part of a digipak (CD/DVD package);