A music promo is used to advertise a CD, song or artist either on TV, Cinema screens and even before YouTube videos. Music promos can be an expression or art form which the artist wants to portray throughout the song, however the video doesn't always show the lyrics but shows it as disjunction. A music promo could be shown and created as though it was/is a short film in it's own right e.g. Lady Gaga's music promo 'Alejandro'. This shows the music promo could be a new form of theatre and entertainment.
What is the purpose of a music promo?
One of the main purposes of a music promo is to entertain and one example of a music promo which aims to entertain the audience is Robbie Williams' promo of 'Let me entertain you'. In this video Robbie Williams is dressed up as a member of the band 'KISS' which is entertaining due to it humorous take on another band during a parody type promo.
Another purpose of a music promo is to inform the audience of the band and it's members, an example of this is shown in S club 7's music promo 'S club party' where each member of the band is shown through a certain action they do and their name popping up on screen. This creates a catalogue of reference which allows the audience to get an understanding of each member of the band.
Music promos also have the purpose of advertising the band or singer. One group who use their music promos to advertise is One Direction, they create a jolly and exciting feel about the band by making fun and interesting music promos which a wide audience are likely to watch and talk about.
Some music promos use the power they posses to campaign something they are passionate about such as Michael Jackson's music promo for 'Earth' which was a way for Michael Jackson to ask people to look after the environment and to make animal welfare known. The music video concentrates on the destruction of the Earth so he could campaign for this not to happen.
A final purpose of music promos is to shock and be unconventional whilst doing so. A music promo which created a lot of controversy is Robin Thicke's music promo for 'Blurred lines' which involved women in provocative clothing and represented women as sexual objects. This therefore created controversy which got into the media and more people heard about and listened to the song.
Where can music videos be viewed?
TV
Internet
Phone
Cinema
TV adverts
Gaming devices
Tablets
iPod
YouTube
How has digital technology impacted on the exhibition/consumption of music promos?
A music promo is almost the new form of radio but with an added media element involved within it. Also music promos now have their own shows and even channels which are focused mainly on music promos such as MTV. These shows countdown the music promo downloads or sales of the songs which creates more competition for artists, therefore they make more extravagant and interesting music promos.
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