2. MUSIC VIDEOS
The Purpose
What are Music Videos?
• A Music video is a Visual that consists of a short film/video.
• They accompany a artists or bands music.
What is the Purpose?
• The main purpose of a music video is to market and advertise
the song release or the artist/band.
• Music videos allow the audience to recognise and remember
a song.
• They can portray what an artist/band wanted to illustrate
from this song and show this it the audience.

3. MUSIC VIDEOS
Music videos are promoted to the public to showcase artists, they were manly
shown through TV on music channels and programs, however the internet
allows people to watch them when ever they want and for free eg. ‘YouTube’
therefore this method of watching them now grows.
Music Videos can be marketed in different ways artists may allow
adverts to use their videos, this means their song and release is
being endorsed to a wider audience allowing it to be more
recognised, this method is called celebrity endorsement. For
example Jennifer Lopez released ‘Papi’ which featured a Fiat 500 and
has parts of her video in the commercial advertising this new car
(celebrity endorsement and product placement techniques).
Another way of promoting artist’s music videos are through films,
artist can be signed with a film meaning they produce a song and
then the music video shows sections of the film. This is beneficial to
the artist as well as the film. For example recently Christian Perri
released ‘A Thousand Years’ this song was featured on the new
Twilight Saga ‘Breaking Dawn’ and the music video shown clips for
the new film as well as Christian preforming. This advertised the film
as well as Christian increasing are audience and awareness.

4. MUSIC LABELS
What is a Music label?
This is a company that distribute records and create a brand and
trademark for new releases, achieved with marketing,
production, manufacturing and releasing. A record/music label
will allow artist to have successful releases as they can offer the
right promotion and investment that artist need.
There are always major labels which change over time, however there
are also smaller independent record label companies.
Major Labels since 1988-
And many more.

5. MUSIC LABELS
Universal Music Group
Universal Music Group is one of the Major Labels of 2011. It was founded in
1934, and now has headquarters in Santa Monica, California United States.
The recorded music business discovers and develops
recording artists and then markets and promotes their
music across a wide array of formats and platforms.
UMG is a huge company with a wide range of different artist signed to the
label from different genres including;
Akon
Miley Cyrus
Taylor Swift
Duffy
Rolling Stones
As well as being the main classical music market.

6. MUSIC LABELS
Warner Music Group
Warner Music Group is one of the Major Labels of 2011. It started in 1958 and
the headquarters are located in New York.
‘WMG comprises an array of businesses aimed at helping
artists achieve long-term creative and financial success while
providing consumers with the highest-quality music content
available. ‘Warner Music Inc
Some big names are signed with WMG and new artist are
signed including;
Kings of Leon
Bruno Mars
Flo Rida
Jason Mraz
Dido
And many more

7. MUSIC DIRECTORS
Two Huge Names
Jake Anthony
Nava Mandler
&

8. JAKE NAVA
Basic Information
English Music and film director
Also directed commercials for huge company's including;
and many more.
Although he was brought up in London he moves to US where he was
signed with a big Production company called FM Rocks

9. JAKE NAVA
Her Hit ‘Single Ladies (put a ring on it)’ was
Jake has worked with big female names a huge global success it became an iconic
over the years including; video which influence her next few hits as it
Spice Girls in 2000 ‘Holler’ uses the same idea of her with two backing
dancers.
Kylie Minogue in 2003 ‘Red Blooded Women’ This video used techniques like;
Destiny’s Child in 2004 ‘Cater 2 U’
Pink in 2006 ‘Nobody Knows’
Beyonce and Shakira in 2007 ‘Beautiful Liar’
Adele in 2011 ’Someone Like You’
Jake has worked with Beyonce in many occasions
on her big hits including;
Baby Boy • Strong relationship between visuals
Naughty Girl and lyrics eg. Ring
If I were a Boy • Beyonce shown voyeuristically
Single Ladies • Strong dance routine throughout
All these videos are showing Beyonce and • Black and white effect allowing the
showcasing her as a artist with close-ups and focus to be on the visuals and not
making her the main focus throughout the video. the colours of location as well as
making it appear classy.

10. JAKE NAVA
Inspiration and Style
• At the start of his career worked with girl groups but now he seems to
work with solo artist instead.
• Recently works with more female artist than males.
• Some videos could be seen in the way of exploitation women
• Men shown to be more dominate
• Although the female artist are portrayed in a provocative and sexual
way, in terms of;
Costumes
Close-ups and camera angles
Routine and choreographers

11. ANTHONY MANDLER
Basic Information
Music video and commercial director, advertising companies including;
and many more.
Born in Los Angeles
Earlier career he was a photographer which help him develop skills needed for music
director.
Studied at USC Film School

12. ANTHONY MANDLER
Anthony has worked with Rihanna a lot on
many of her big hits including;
Unfaithful
Who he has worked with; We Ride
Take A Bow
Black Eyed Peas in 2001 ‘Get Original’
Disturbia
Eminem in 2005 ‘When I'm Gone’ Russian Roulette
Nelly Furtado in 2006 ‘Maneater’ Wait Your Turn
Jay-Z, Usher, Beyonce and Rihanna Only Girl
on many video hits over their California King Bed
careers. All these videos have a few similarities
including lots of close-ups this might be a
demand from the record company but it
also allows Rihanna to be showcased to the
audience. The videos all have her
performing and most contain a narrative
matching the meaning of the song.

13. ANTHONY MANDLER
Inspiration and Style
• Anthony seems to have a personal signature as he mainly directs R&B
and Pop genres.
• His work is always mainstream
• He has directed Many videos for Rihanna and repeats to collaborator
with her.
• Uses narrative to add interest in the videos.
• Shows emotions clearly within videos, using his
photography skills.

14. After this Research
After completing this section of research into
the construction and purpose of music videos I
have a better understanding of this industry.
I have taken inspiration from the directors I
have looked at including Jake and Anthony, as
well as knowing which companies could and I
would want to distribute my music video if
released.