Style and Conventions

Genre Video

A genre video, is a music video that connotes the convention for the genre of the song. This could be done, through costume, location ,props ,actors and action in the music video. The visual create 
An example of a genre video is David Cash - Chevy, How this music video show the convention of a genre video ,as this music video contains ingredients within the music video that define this. Chevy is a gangster rap music video ,what show this is that at (0:06) there is cars ,also at (1:01) there are costume that define this genre and there is also girls with big butts placed in the music video at (1:21) .
 How these ingredients fit into genre video , is that the contents is recognized as gangster rap, as the artist has a reputation of doing video with same ingredients of the genre of music he produces.Why the institution would do this is to create a brand image to the artist and his music video   What this does to the audience is that it allows them to experience life as a gangster, it help them to have a scenes what is a life as a gangster ,and what their enjoy in there lives.

Genre Subverting Video

A Genre subverting video is a music video that goes against the conventions to connote the genre of the music video, as the genre of the music video has a complete opposite feel to the genre of the song. 

An example of a genre subverted video , is a music video by lil dicky- save that money. what aspect show us that this video is a genre subverted to music video , is that the artist is know for a gangster rap genre of music. As this music video show the opposite of the genre as the artist in the music video is going around to rich company and asking for expensive items to be in his music video , and also there are location in the video that dosent define gangster rap . 
Where we can see a side of the artist that is not fitted in with the genre is at (1:20) as we see him in a garden , what else we can see is the artist asking the home owner is he can use there house for the music video at (1:10) and also we can see the artist is the restaurant which dose not relate to gangster rap. why the intuition is to show that not all artist are rich as there have to find way to save money, this create a  brand image or a normal person. What this dose to the audience is that they recolonized that gangster rap dosent all have to contains the average set of normal music video.

Performance

Performance video is a music video that the artist is performing the some , they are singing directly to the camera , which connotes that are directly preforming to the viewer.
An example of a performance music video is One Direction -Drag me down . How this music video show us that this is a performance video is at (0:07) that band members are singing directly to the camera in the hanger , also ta (0:50) the band member are out side on the runway preforming to the camera, we can see this location and shots multiple times in the music video ,what we can also see is the all band member have different shots for there versus to there song.
 Why the institution would use this is to make the audience more engaged into the video , what this would do is increase viewership ,as the audience would feel like the band member are singing directly to them, as there could feel wanted by the band member, this would create a stronger relationship between the audience and One Direction

Narrative

Narrative video is a music video that has a clear story line , this is either linked directly to the song or is completely different from the song. The narrative has a specific theme that the music video stick to.
An example of a Narrative is Gut of Fear by Eminem . ft sia . How we could tell that this is a narrative video , is that it tell a story within the music video , as this story line contains a dreamer. It a dreamer that never gave up and become a boxer that know believed that he would come , as this is shown at ( 0:23) were he is clearing dishes , and the narrative contains from his processes to his success , which is seen at (5:14) where he is at the boxing arena.
 Why the institution has done this is to represent the artist as is has related back to the artist as Eminem was living in a poor conditions , what he did he want through stages to get to his success . How this effect the audience is that, they are motivated to gain there own success , as also invest the character in the audiences, and create feeling for the character.

Animation

Animation is a music video that is not physical possible to film ,is too dangerous to film or this is a creative way for the artist to present a music video, this may be created via computer animation.

An example of a music video that represents animation is Kanye West - Good Morning. The whole music video is animation , as some of the reasons why this what created , is some of the scene where impossible to create and some why too expensive and time consuming. Where we can see the impossible aspects is at (0:41) as there is a car that is hovering ,also where we can see a scene that could have been expensive to produce is the scene at (1:15) as there is a futuristic building , as this is a scene could have been expensive to build as a set design. 
Why the institution would have produce this is to save on cost of production , why else Kanye west would have done this is to show the artist side of him  How this could effect the audience is that they could see the entertaining side of music video as this could reference young teenage ,as it is an animation.

Interpretive

Interpretive video is a music video that the visual are directly links to the lyrics of the song singing , What this means is that the lyrics match the visual within the music video.

An example of a interpretive music video is Foo fighter -Walk . How this music video show this is that the video has lyrics that match the content on the screen.  Were we see this is at (1:30 ) is he reference is that he phone is not in signal as has a phone off sign of the phone . Where else we can see this at (1:53) at he referring to time lost , and them looks at his watch.
Why the institution has done this is to create a image that the artist has an unique song that connects to his song . What this dose to the audience is that it make the keep on watch and to see what this next lyrics would been , as it keep them engaged , what this could do is increase the viewer as if of being unique and creative with the music video 

Impressionist

Impressionist video is a music video that contains aspects in the video that make you feel in a specific way, this could be through the colours of the music video. What this does not do is tell a narrative.

An example of an impressionist music video of Sam smith -Like i can. How this show us the impressionist is that the colour of the music video is different , as it is black and white, we can see this the whole music video , as at (0:03) the location is black and white , and what see see further on is that the costume that there are wearing are suites is at (0:34).
 Why the institution did this is to create an image that the artist has emotion in his music video. What the colour of the music video does and effect the audience is that there start to feel sympathy for the artist video ,as the costume start to feel a seriousness for the music video. what this does is make the audience more engaged and into the music video , because there start to take it seriously.

Surreal/Abstract

Surreal/Abstract video is a music video that is unusual to watch ,this could be a unique music video ,as the audience my see this music  video as weird,what this could contains a juxtapositions.
An example of a surreal/Abstract is Naughty Boy - Runnin. What we can see that show us that this is a surreal/abstract music video is that it shows a weird and unique video. This music video is showing to people that are running after to each other but under water. we can see at(0:34) that the man is floating in the middle of the sea, were else we could see the similar content is at (2:43) , is that the man and the women are together in the middle of the sea. 
Why the institution would have done this is to create a unique video to make the audience to talk about it , and to create an increase in the viewership. How this effect the audience is that they start to feel a artist side to Naughty Boy. What this also does is keep the audience thinking of why he used this specific location. 

Pastiche/Homage

Pastiche/Homage video is a music video that refers to a another media (e.g. film.) What the video does is copy an element of a media type , for example ,costume , location and camera shot type.
An example of pastiche/homage music video is Fancy by Iggy Azalea. what aspect we can see that resemble , is the costume and location , as the location , and costume is related to the pastiche/homage video. We can see at (0:12) what iggy is wearing school uniform which is unique, what else we see is the location which is at (1:00) at the lunch table. 
Why the institution may chose this is to help the brand of the artist increase to see what the iggy in into. What effect this has on the audience is that they may start to some things about the artist related to them , they may feel the same as iggy, as they may watch the same type of movies.

Parody

Parody video is a music video that has been produces but then is remade poorly. what this remake is meant to show is the comedic side to the music video , its a music video that is made to be funny. An example for Parody is Bart Baker -What do you mean parody. How this remake of Bart Baker what do you mean by Justin Bieber , show the convention of the parody , is that is contains segment within the music video that are not really in the original music video , as this is to create humor as you can see at (1:28), there is a cleaner coming into the room , as we don't see this in the original music video, what else we can see is the charter are made to look funny , as the hair on the Justin Bieber is extremely long and his facial expression is funny we see this at (1:24).
 How this effect the audience is that it make them see a comedic side to the original music video, as it make them laugh and share with other.

Referencing

Referencing video ,is a music video that explicitly show us the synergy between the artist and the other media (film), What this could included is props , set ,actors or footage from the other media.

An example for referencing Justin Bieber- Never Say Never , how this specific music video fits referencing is that is contains elements from the other media . Justin Bieber -Never say never , the movie that the music video explicitly show was the movie Karate Kid, you can see this through clips from the real movie in the music video (0:24-0:28) , what you can also see that references the Karate kid , is that Jaden Smith is singing in the music video ,how this is explicit is that Jaden Smith is the main actor in the movie Karate Kid (2:09-2:22). 
It has benefited justin Bieber , is that the synergy has allowed to get more view to his music video as what this does is it allows him to gain , a different range of audience , how this could help the movie is that it could gain a different audience as Justin Bieber has a girl fan Base , but Karate Kid had a mostly male audience, as this would gain the viewer.

Record Label

Music Videos Techniqes

Number Of Cuts

Number of cuts means that you have lost of cuts in your music video to keep it entertaining and engaging for the audience , even for a slow song there should be lots of cuts in the video But a video can be successful with one shots but is takes months to prepare and rehearse for the music video.

A good example of this , would be Eminem-"Gut over fear" ft. Sia , as in the first 10 seconds of the music video you lose count of how many cuts there are , you can also see this is at(0:02) there are four shots shown.What the music video does to the audience is keep them entertained , as there is a narrative to the music video , what the number of cuts does to the music video is have an effect on the pace of the music , as it is a fast pace song, and keeps the audience engaged. It will not lose the interest of the viewer, what this would do is help them gain more genuine views.

A bad example for number of cuts , would be Drake - "Hotline Bling" , as this songs does not contain as many cuts at (0:28-0:48) you seen one shots that is continued but not very engaging ,despite it being a fast paces song, what this does to the song is make it less entertaining and engaging for the viewer, what this may do it generate less viewers, because of the lack of cuts in the music video , as is it not very energetic to watch , it may lead to the viewer of becoming bored.

Cutting to the Beat

What cutting to the beat it is a music video transition which means cutting to the tempo of the music that is being played, it cut to a specific element to the music.This could be the drums ,bass or a loop ,of the artist music, the editing that is required is very disciplined.

Where you can see an accurate cutting to the beat is a music video by OneRepublic - "Counting Stars" , as the cuts of the music video is seen in the first 20 seconds (0:01-0:20), matches the tempo of the song. What this does it create a structure to the cuts where they need to be , as the viewer has a sense of when the next cut will be, it keep the viewer engaged , and keep them watching the video  , because of the cut of the beat.

Were we can see a bad example of cutting to the beat is , "Me and My Broken Heart" by Rixton , this not very good, as the cuts are all over the place you can see this at (0:55-1:04),as there is no clear structure. What this could lead to is an unorganized edit , as the audience may follow the cut by the beat , as there may be put off by an unexpected cut in the music video. What this may do is have a bad impact on the reviews side of the edit of the music video. 

Camera Language shot Variety

Camera Language shot Variety , is a music video that contains ,lots of different shots , non of the shots would be used again , also it has multiply locations within the music video , this would include ,lots of camera movement,and would have a clear narrative in the music video.

This is a good example of camera language shot variety ,  as "All around the world" by Justin Bieber , has many different shots in the music video as we see this at first 10 seconds(0:01-0:10), the good thing is that none of the shots are reused , as there are different shots that keep the audience entertained and engaged to the music video. Another aspect that make it good is that it contains lots of locations, which matches the song title , which is "All around the world". Also the camera is consistently moving which matches the music which makes the music video exciting to watch.

A bad example camera language and shot variety is "Thinking out loud" by Ed Sheeran , as there are shot types that are reused we can see this at (1:54 and 4:42) , what this does is not make it interesting to watch for the audience. Another aspect that is a led down would be the lack of location, which may become boring for the audience. Also the dancing in the music video , is the only thing that is happening , as this may be off putting to some of the audience because its not engaging, so they may not enjoy the music video.

Special Effect

Special effects could include visual effects,graphics, editing effects, set alterations and stop motion, we use special effects in music videos ,as we could do things in the video that we wont be able to do in real life , and also for safety reasons as the scene could he hard to shoot.

 

One of the best special effect is , Where are U now by Skrillex and Dipol f.t Justin Bieber , this effect that was used was stop motion is seen at (1:14). What this make audience feel about the music video is "how did the do that" ,as this is a fast pace music video , the audiences may go back and re watch the music video and see what is going on. How this is also good is that it matches the songs pace , as it is a dub step music video , which is seen to be fast paced. Also this is a unique music video ,as the audience may like the music video and share it.

A bad example of special effects is , Earthquake by Labrinth f.t Tinie Tempah, as this has included editing effect and visual effects, this is bad special effects because it has too much effects at (1:04) in the music video, as this is off putting to the audience. This could be a distraction from the song , as the effect are in your face, this could impact the audience in a negative way resulting in bad publicity. 

   

Green Screen 

Green screen is a technique used in music video , this is to allow the artist to create a scene easily , without making the set of the music video, this could also help create shots ,that might not be available in real life.

 

A good example of green screen is , Dark Horse by Katy Perry f.t juicy j, as it is not overused in the music video , which makes it relaxing to watch. Another aspect of why it is good at (0:05) ,is that it matches/sets the theme of the music video which is Egyptian , because the green screen effect ,seems to look good to the eye ,as it matches distract the audience from the song.

A bad example of Green screen , is Earthquake by DJ fresh and Diplo , you can seen a green screen aspect in the music video at (0:32) , which look terrible as this is not seen as realistic. The green screen video look pix-elated , what this does to the music video is distract the audience from the song , as they might see the terrible green screen as off putting , it lose quality of a professional music video, and will is lose views of the music video.

   

Lip Syncing

Lip syncing , has some aspects that need to be included to make it look good, such as the person lip syncing . They should know the lyrics as if they wrote it, and should also match the expressions of the music and lyrics.

A really good example of Lip syncing , which is Rolling in the Deep by Adele , as you can see in the music video , Adele knows the lyrics of it , as she knows how to preform the song at (0:15). We can see that Adele has a matched expression to what she is singing, as this helps set the mood of the music video , another aspect that shows this is that she is acting in the right way, which makes it believable to the audience, because she is acting how she would sing it.

An bad example of Lip syncing is I really like you - Carly rea jepsen , as the person that is lip syncing is Tom Hanks , but what let down is the expression of Tom Hanks at (0:25), as his expression does not match what he is saying.What else gets let down is that he is under acting , as he does not move his mouth as much, it looks like he does not know the song , what this might be is that he may not know how he should say the lyrics and how he should act in front of the camera.

Music Video Outlet

Social Media

Social media is a media that allows the user to create content and share it online worldwide and also is used to interact with others around the world.

An example of a social media is Facebook; you can upload a video using the video share button in Facebook. It could also be re-shared by other people. Music video could be commented on and like and it is also shows statistics of the music video such as California King Bed by Rhianna which has 250 million views plus.

Audience

An advantage of the audience are the site is easy to access. This would make it more appealing to an audience. Also apps are available for social media to make the site quicker to access and it is used world wide, which means video can be shared quicker world wide and to other users.

A disadvantage to the audience, is bullies can occur from the music video that have posted has not be in their liking and there are lists of adverts that are displayed on the media  which may put user off the music video as not all audience have an interest in Rhianna -California King Bed.

Institution

An advantage to the institution is that the music video could spread quick due to user in different country of use social media. The site is used for other thing such a sharing content and this is a popularity gain and help with more user for seeing the music video that their friends have posted.

A disadvantage to the Institution is negative feedback on the video that may have an effect of the brand image of the social media and also the adverts could be ignored which means less money would be made form the music video adverts.

Mainstream TV

Mainstream TV is a media that is non-subscription TV that is called free view. Mainstream is paid by TV licence as you have to pay for this in order to watch the free view program.

An example of mainstream TV music video channel is 4 music , as this is a channel that is available on freebies. This channel play the most popular song that are out that has 90% of the channel is populated music video which is well know by a huge audience.The music video that you may see see on the channel 4 is Adele -Hello and Justin Bieber- Sorry as these are well populated music videos. 

Audience

An advantage to the audience is that it is available for 24/7 as it a non stop channel. This mean the audience could watch the channel 4 whenever they feel like. The audience do not have to pay a subscription for mainstream TV and what this mean is that they are able to watch music videos like Adele -Hello for free.

A disadvantage to the audience is that you have to pay TV licence and you will have to pay for other channel including the 4 music but will have to pay for channel that you will not watch. The channel does not have all the song that are the liking of all the audience for example; Justin Bieber- Sorry is not related to everyone.

Institution

An advantage to the institution is that it is easy advertisement which is aired all the country can be popular when it is free it could help to promote music video such as Sorry by Justin Bieber which would help it get a better brand image of the TV channel.

A disadvantage to the Institution is the channel may not have a wide enough audience to carry out the Channel and that people may only like on specific genre of music videos. If a bad music video is played it would receive bad word of mouth toward the mainstream channel which would lie the viewers.

Music Channels

Music channel is a media that is purely dedicated to music videos as 90 percent of the channel is music video of a specific genre and this is related to TV only. 

An example of music channel is channel AKA which play music video mostly on there channel. Most of the music videos played consist of Gangster, RnB and grim as these are the genre that make the channel recognizable to the audience. Some of the music video you see on this channel are Loyal by Chris Brown and Logic -young Jesus.

Audience

An advantage to the audience about a music channel is that they would be constantly informed about the top twenty charts as this would consist of different genre of music. This means all the content is in one places as this make it easier for the user to find as it all about music. It is no distribution of the feel of the channel.

A disadvantage to the audience is that they have to pay subscription in order to get music channel and you also have to wait for your song to be played on the channel they might not like all the song on the channel and could be discouraged.

Institution

An advantage to the institution of the music channel is that money from adverts could be made.The show is popular they could get more money from the popularity. What happens to the artist is that they get promoted, this allowed them to create a better brand image. 

A disadvantage to the Institution of the music channel is that there is not many viewer that have time to sit down and watch music videos and this would lose money from the views from the adverts. Most of the music videos have to be for a mainstream audience to let them lose viewer they might see the channel is mainstream.

Direct CD/special edition CD/DVD Releases

A direct CD/special edition CD/DVD is a source that you can purchase the music video on a hard copy with extra feature added and could include a signed copy of the DVD.

An example of a place that you can get an CD/DVD released is amazon as they sell special feature of the artist music video on there website. This would be found in the video music section on amazon. For example of a product that they sell on the website is Taylor Swift music video and it is sold for £5.95.

Audience

An advantage to the audience is that they will have a hard copy of the music video (Blank Space, Shake It Off and Wildest Dreams), they will be able to share the DVD to friends and family. It doesn't require any download it would save memory on device plus you will be getting more features in the DVD is it would contain interview and extra content.

A disadvantage to the audience you will have to pay more for the hard copy as the hard copy may be hard to play as not many house holds have DVD players, not many people know that you can purchase music video on DVDs  such a Taylor Swift DVD that contains shake it of music video.

Institution

An advantage to the institution is that they could charge higher prices as it could contain extra feature as this is sold to anyone. It is able to be used by anyone as the institution may convince that DVD are better then downloading the music video such as Blank Space and Shake It Off.

A disadvantage to the Institution is not as many music stores sell hard copies of music videos (DVD) as there are better platform and available rather then hard copies is this would lead them to not making as much money as downloads of music video .

Streaming Website

A streaming website is a media that is a on demand website as the user could watch the music video anywhere in the world. it is available on most media platform for example phone, tablets and computer.

An example of a streaming website is YouTube, which is a free website. There is an app available for your device which is free and it is on demand website as you can use it 24/7. There is a main music page which has different genera of music on the popular page of music as there are organised by the most viewed music video. Also each artist has their own music video which they can upload and stream content whenever they want.You could stream music video like Drake- Hotline Bling, Adele Hello and others.

Audience

An advantage to the audience is that they get to say their opinion in the comments section as this allows them to tell the artists if there enjoyed the music video (Hotline Bling and Hello), as this process is easy to access as this is an pro is that there are no complicated to the website as virtually anyone could use this from the visuals of the streaming website to the language conversion on the video titles.

A disadvantage to the audience is that some of the content available on YouTube are restricted in some countries as the audience would be discouraged from using YouTube as they don't have all the availability to use YouTube also some of the music video can't play on device as the file that they uploaded are not compatible with all devices as this would make the user have to change their devices to view music video like Hello by Adele.

Institution

An advantage to the institution is that get more and secured money from the advertisements they would get more money from the huge viewer on YouTube as that they could decide their popular page. How this would help YouTube is that they could put the content and it would make them a good amount of money. YouTube cost on publicist their video is low cost as the video will be discovered immediately.

A disadvantage to the Institution is that they could received bad comments from the viewer as the negative post might not make them money and what the institution would have to do is add more adverts to cover the cost of what money they could have lost from the dislike from other music video.

Artists Website

A artist website is a media site that is dedicated to a specific artists. The site is used to promote and to show their products that could include unseen music videos.

An example of an artist website is Justin Timberlake and this website provides us with film and TV dates, apparent dates and convey dates. The music video area is show what Justin website use is YouTube to show the music video-Mirror that he has created.

Audience

An advantage to the audience from an artist's website is they could find all of the artist music videos (Mirror,Cry Me A River and etc) on the site in one location. It filled with extra details for user to informed. This is easy to access and everything to find about the artist is available on one site. It has an access to the third party streaming that goes to YouTube and it is recognized by most of the viewer.

A disadvantage to the audience is that not many of the audience knows about artist website and it might be because of they know them from other sites t could take long to browse , no body could be encouraged to go to artist website more often , to view Justin Timberlake (mirrors)

Institution

An advantage to the institution, is that they could advertise there single or album more , they could show other features , to keep the audience engaged, they could be free on there website , could show or upload what you like on the website , set your own brand image.

A disadvantage to the Institution, not many people use it because other better sites available , such as YouTube , there is no specific app , it requires the browser. The cost a lot to maintain the website , as it could be biased and could effect the music video on the artist website.

Downloads (Legal And Illegal)

A downloads(legal or illegal)  is anywhere you download a physical copy of a music video , which you could keep in your possession, and have access to it any time you want through you devices.

An example of a download(legal and Illegal) is clip converter , it is a online downloader , which allows to , get the url of a music video of your choice , and convert it in to the file of you choice (.mp4, .mov) , and let you choice the quality of the video you would like to have (720p, 1080p , 1440p) , then it converted into a file that you will have to download , as this file can be stored on to you device , and stay in your possession. A music video that could be downloaded is confident by Justin bieber.

Audience

An advantage to the audience , about downloads (legal or illegal) is that it is free is that there do not have to pay for the Justine Bieber music video, there is always good quality when downloaded , as when illegal downloaded it could save money for the consumer, as the consumer could watch the music video anywhere he would like because it is downloaded into there devices.

A disadvantage to the audience , is that legal download could be expensive for the audieiance , as it may put of the audience from buying the music video. What els is a negative is that the music video takes up a lot of storage space on a device , the consumer may have to pay for the subscription to download the full Confident music video.

Institution

An advantage to the institution, for a download is that legal download make money from selling the music videos (confident -Justin Bieber), as you would spend less money on making hard copies on a music video, as the legal downloads could help the Justin Bieber reach to a platinum or gold , this would get more awareness of the media text from Justine Bieber music video.

A disadvantage to the Institution , for downloads is they would lose money from illegal download , as the worth of the music video (Confident)will go down , another negative that may happen is that they could be leaked by hacker , this will lead to them loses out on potential money gain.

The Purpose of Music Videos

To Promote a New Music Release

One of the reasons why music videos are produced is to help to promote a new music release as a album or a single for the audience to purchase.
                                           

Shawn Mendes- Stitches is an example of music video that promotes a new music release. This music video is his first release of a "hand written" album. Shawn Mendes has a huge fan based on Vine (social media site). He told his fans that he had released a new album from Vine but he posted it on YouTube and this allowed it to be played on television to get more promotion for his album. What this also allows him to do is gains a bigger fans base through YouTube what this would do is show off his new album to a wide range of audience.

How this impacts the audience is he starts to create a new fan base , which allows him to show what , they could expect through his new album. As the new fans base will know him as an unknown artists, , but have a sense of what he is promoting and where he is from , as Shawn mendes well know Viner from Canada  in the music video at (2:28-2:33) has him getting dragged this could help , show the audience that he has gone e through a lot to make this Album. 

To create a visual representation of the artist.

Another reason why a music video is created is because they artist wants to create a visual representation of themselves, what this does is create values and style to the artists in the music video, which enhances the artists brand.

An example of a music video that creates a visual representation is Photograph by Ed Sheeran, as at (3:56-4:01) Ed Sheeran is shown walking out on stage , to a audience he waves his hand , as this is an archive footage from when he was young what this does is create is a representation as that Ed Sheeran looks at his fans for inspiration. What this does to the artist is to create more music video that shows himself of how he is and what he does.

Also at this moment (0:41-0:48) Ed Sheeran is seen to not be as rich like others , as you can see by the clothes he is wearing and also the location he is at in the kitchen as it is old style , ,what this show visually is that he is one of us that not everyone is rich ,and is not afraid to show what he used to look like when he was younger. He is representing himself as a normal human self he does not show his money and success he is humble.

To extend the play ability of and provide an additional income for the song.

A way why a music video is made is to extend play ability  and add extra income from the song , , how they produce more money is through ads.What this music video allows to do is to create a DVD collection upon Release .

An example of this is "Blank space by Taylor Swift", this music video has over 1 billion views , some of the reasons why this particular music video was successful was because of the song she released before which was "Shake it off" which hit 1 billion views as this able her to make her another music video to increases viewership. How this impact the artist positively is that Taylor Swifts brand/image increases as more and more of the audience start to discover Taylor Swift music videos , what this does to the audience is create a understanding of the artist.

The extended playabilily of, Taylor swifts music video which included a story line in the music video , at (3:27-3:28 ) you see Taylor swift Smashing a car because she is showing her anger , but at (1:31-1:32 ) you see Taylor swift kiss the owner of the car in the video this is to create a juxtaposition, which does is  effect the view of Taylor swift, and does create an understanding of Taylor swift feeling. This can relate to an audience that has gone through a break up ,which help Taylor swift to bring the audience closer.

To create synergy 

Why a music video is created is for business tie-ins , with other media , for example a film , TV and other music artist , what this does is allow the artist to enter new media industry.

An example of a music video that has a business tie in , is "see you again- by Wiz Khalifa .featuring Charlie puth", aspects why  this music video was produced to create synergy , was that there was a new film released of "Fast and Furious 7" which this song was made for . How you know that this was a part a film is at (0:36-0:38) there was a video clip from the film , there are multiple shots from the film in the music video, it allows them to create awareness of the audience of both institution , which allows them to create increase profit , from both , the music video and the movie
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How this effects the artist is they gain a new audience from the audience from the "Fast and Furious 7" franchise , what this does is help increase the sales of the single. As the audience that have watched the Film , they also would want to go and watch the music video , same as the other way round , as if you watch the music video you may want to go watched the Film in the cinema.

To be art in there own right.

One of the other reasons why artists produce music videos, is to create art in their own right. What this does is have a memorable image to the music video, that creates an anonymous representation of the artist.

An example of a music video , that shows art in there own right is "Runnin - By Naughty Boy featuring Beyonce". It is an unusual type of music video, which keeps the audience engaged. They want to continue watching because there is something so unique happening in the music video (runnin). 

How this impacts the song is that its seen as mysterious, because of the unusual scene in the video for example (0:30) when there are running through water. What also make the song different to other is that the artist is not within the music video, what this does to the audience create sense that the Naughty boy, is creative with his content.What this also does it watch the music video to the end to see is there is a plot twist at the end,as there is a creative side to this music video 

How this effects the artist positively is Naughty Boy, is allowed him self to shows his artistic side through his music video, as the starts to have a representation as a deep artist. But it allows the audience to create different views on the music video(runnin) .What this leads on to do is create a unique brand/image for Naughty Boy, as the audience view Naughty boy through the type of music video he produces.