Explain the importance of a pop video as a marketing tool

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Tom Kwei

Media Studies

A01: Explore the importance of a PV as a market tool

On 1st August 1981 a new way of life way of life was brought into millions young viewers homes, MTV was born, and with it was its life essence, the pop video.

Pop videos became a global phenomenon: it allowed artists to establish there image and genre, it gave the audience heroes, fuelling there desire to become like these stars and most importantly, it became an invaluable source for agents promoting there latest money spinners. And with the advent of video sharing sites, such as you tube, the music video is just as important and influential today, as it was 27 years ago.

Pop video have many different uses, but among these the most important is as an advertising tool. A good video can often rescue a terrible song, by implementing certain ideals into a video; it really can change an audience’s interpretation of the song. In terms of appearances music videos are a god-send, they allow artists to seemingly be in millions places at once, promoting themselves and there image to millions of potential audience. Videos also influence people aesthetically as well as musically. Often by taking the certain artists image out of the genres stereotype, and adding certain fashion accessories, it can really capture the audience’s imagination. A good example of this would be the Adam Ant song ‘Prince charming’. The video was timed perfectly, by composing it in a very new romantic-esque way (an emerging fashion at the time) it appealed to the young new romantics, giving them role models, and creating desire within the audience. Adams image within the video gave him make up and an eye patch, something that went against the standard masculine stereotype. His odd fashion sense seemingly ignited the inner pirate of the Adam and the ants fan, and creating a stereotype all of its own. Literally having all these people looking like the band, as walking advertisements, for the band and the video.

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Videos can be viewed at a number of locations; the most popular place to view videos is MTV, the best known distributor of music videos, known al around the world. MTV often acts as showing the charts and different compilations, allowing the potential audience of the artists, to gain a vibe of the artist. Allowing them to make there opinion wether the song. But often with videos it can be a video that acts as the persuader for the audience, putting across an image that will connect with the audience. Other methods of video distribution include buying the videos ...

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