PRESENTATION OUTLINE
A music video is a visual presentation of a song. It is essentially a short film to go alongside the typically 3 minute audio track.
Music videos are created for multiple reasons. Besides being a visual representation of the song, it is also created to promote the artist singing. As well as this, it can help promote a product that is synergised with the song (e.g. a movie in which the song is featured in). Music videos also showcase the artists other talents, such as dancing, acting and other performing arts.
A music video is made for multiple people, whether they are the fans of the artist, or the artist themselves. They are created for the artist, as they popularise their music and establish a fan base. They are also for the desired target audience that enjoy the music or relate to the messages that the video connotes. Along with this, music videos can also help publicise the artist's music to a wider audience by having it shown on TV in public areas as well as on commonly used social media and video viewing platforms (e.g. YouTube)
Within this video, the audience's attention is solely focused on Zara Larsson. She is the only person in the video making her the only source of visual entertainment. This video also showcases her ability to dance and perform, typically expected of artists in the pop genre. Along with this, the use of obvious editing such as the special effects and use of colouring make the video more appealing to watch, thus promoting her in a positive light towards her target audience (predominately females aged between 15-20)
This video is a good example of a typical pop music video as the main focus is the singer/ performer, there are multiple costume changes and there is a choreographed dance routine and movement. As well as this, the use of CGI, various bright colours and glamorous makeup and attire are all typical conventions expected in pop videos.
Twenty One Pilots - Heathens
Unlike Zara Larsson, Twenty One Pilots' song 'Heathens' is a synergised product with the 2016 movie 'Suicide Squad'. Not only does the movie promote the song and get it more sales, the song does the same for the movie, even featuring clips within the actual official music video.
Overall, there are multiple reasons music videos are created and consumed; both to benefit the artist and entertain the audience.
