“A background and how my pop video fits into it”
Musical taste can be a controversial topic, almost to the point of tribalism. It is contentious because it defines and often signifies personality and lifestyle. Musical taste is about the way you dress, speak and sometimes act. However all commentators will agree that Music and its trends sit at the epicentre of popular culture, not only to the extent that an individual can derive a sense of identity, but to the extent the global community can be changed by musical trends. In many ways “Music” and “Industry” are incompatible terms, because there will always be a group of die-hards who claim their music is for the betterment of mankind, not their own pocket. But the truth of the matter is that most modern musicians are organic, and if they can make a living from their passion then who is to say that they cant. Our artist is organic, because he makes his own music and it is not mainstream
.As a collective, we must understand that the pop video is only one strand of an often multimedia campaign. Multimedia campaigns often include Television, Radio, Newspapers, Magazines, Internet and Shopping Malls. The pop video naturally fits into the Television aspect of this campaign, and along with this there is often a “Making the Video” special aired to go with pop videos. In radio, the DJ’s are sometimes bribed to play an excess of a certain record. In newspapers there are often square advertisements that depict an artist’s new record or a tour supporting the record, this would be the same in magazines, also there might be a featurette with a “Meet the Band” style article, attempting to bring the band down to earth. The Internet is a limitless resource, and through this there are websites such as MySpace (http://www.myspace.com/) and FaceBook (http://www.facebook.com/), and through these two websites alone there are millions of people that you can advertise to.
.As a collective, we must understand that the pop video is only one strand of an often multimedia campaign. Multimedia campaigns often include Television, Radio, Newspapers, Magazines, Internet and Shopping Malls. The pop video naturally fits into the Television aspect of this campaign, and along with this there is often a “Making the Video” special aired to go with pop videos. In radio, the DJ’s are sometimes bribed to play an excess of a certain record. In newspapers there are often square advertisements that depict an artist’s new record or a tour supporting the record, this would be the same in magazines, also there might be a featurette with a “Meet the Band” style article, attempting to bring the band down to earth. The Internet is a limitless resource, and through this there are websites such as MySpace (http://www.myspace.com/) and FaceBook (http://www.facebook.com/), and through these two websites alone there are millions of people that you can advertise to. 
Being an electronic artist this is probable the way that we are going to promote our artist. Three trans-national corporations dominate the music industry itself; these are Universal (http://www.universalmusic.com/), Sony (http://www.sonymusic.co.uk/) and EMI (http://www.emimusic.com/). Most major record companies own a string of smaller subsidiary companies. These are called Major Independents; an example of this would be Capitol Records (http://www.capitolrecords.com/), which is a subsidiary of EMI. After this there are Mini record companies. My artist would probably be signed to a mini record company because his style of music isn’t mainstream, and he is an organic artist. An example of the record company he would be signed to is Dim Mak Records (http://www.dimmak.com/) (artists such as The Bloody Beetroots and Armand van Helden) or possibly Fool’s Gold Records (http://www.foolsgoldrecs.com/) as they have many artists of a similar genre, such as the successful Duck Sauce and A-Trak. 
Music Videos serve more than one purpose; they serve as a method of promotion for an artist, promoting an artist and usually their album; they create, adapt, and feed star images; it entertains as a product in its own right; and last but not least it reinforces, adapts or undermines the meanings of a song. Music videos often include four basic elements; performance; narrative; thematic; and symbolic. My video should serve to do all of these things, the content of the video focuses more so on the performance and narrative than the thematic and the symbolic. It many respects the music video is becoming defunct and irrelevant. This is largely down to peer2peer sharing on the Internet through websites like Limewire (http://www.limewire.com) and BearShare (http://www.bearshare.com), and how music television (MTV, VH1, VIVA etc.) (http://www.mtv.co.uk/, http://www.vh1.com/, http://www.uk.viva.tv/.) is starting to air more main-stream programming now than actual music videos. 
Music Videos serve more than one purpose; they serve as a method of promotion for an artist, promoting an artist and usually their album; they create, adapt, and feed star images; it entertains as a product in its own right; and last but not least it reinforces, adapts or undermines the meanings of a song. Music videos often include four basic elements; performance; narrative; thematic; and symbolic. My video should serve to do all of these things, the content of the video focuses more so on the performance and narrative than the thematic and the symbolic. It many respects the music video is becoming defunct and irrelevant. This is largely down to peer2peer sharing on the Internet through websites like Limewire (http://www.limewire.com) and BearShare (http://www.bearshare.com), and how music television (MTV, VH1, VIVA etc.) (http://www.mtv.co.uk/, http://www.vh1.com/, http://www.uk.viva.tv/.) is starting to air more main-stream programming now than actual music videos. 
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