Exhibition of Music Videos

Exhibition:

Over time music videos have been exhibited and accessed by audiences in different ways. As the music industry technologically advances, and the production values and complexity of music videos increases so does the platforms of which audiences view them on.

Cinema:

In 1983, Michael Jackson arguably changed music videos for ever turning what was once a method of promotion into a cinematic extravaganza. The 13 minute long music video was released at a private premiere in November of 1983 with music legends such as Diana Ross and Fred Astaire going to witness the first-of-its-kind music video. It was later shown to the public in a week long theatrical release which still to this day is a feat that only Michael Jackson could pull off and finally on December 2nd it was exhibited on MTV.

TV Channels:

In 1977 saw the birth of MTV and in 1981 it became what was soon-to-be a music video platform

with the showing of 'Video Killed The Radio Star' by The Buggles. Since this day more and more TV channel platforms have emerged with popular examples being:

- Kerrang

- 4Music

- Heat

- Capital TV

Different channels have different target audiences and different genre showings. For example Capital TV is targeted towards young, pop-lovers with their music videos up-beat pop-party songs. On the other hand Kerrang is targeted to a maturer audience most likely to be introverted and angsty therefore showing rock music videos. Therefore this range makes TV channels a good platform to exhibit as they are able to provide access for all music videos.

Youtube/Vevo:

Vevo is a platform for Sony Music, Universal Music, and EMI to publish their music videos. This Vevo certified publication may then be forwarded to sites such as Google and Youtube who will assist in the advertising of the music video. All of these sites have 24 hour access and audiences can choose what music videos they view and on whatever device they choose. Unlike Vevo or TV Channels YouTube is also good for amateur film-makers with anyone able to create videos and upload them onto the site. This is particularly effective for independent artists and amateur music video makers as they are able to share their content to mass audiences easily.

Social Media:

Social media is the final platform for exhibiting music videos as it is where content is shared and promoted. This is effective as artists can promote their music videos to an audience which may otherwise not discover the release on sites such as youtube. For example, when Taylor Swift released the music video for Wildest Dreams, #WildestDreamsMusicVideo trended globally notifying everyone on the new release of one of the biggest artists. Similarly, as shown in the image below artists can utilise social media such as Facebook and twitter to spread the link to their music videos, effectively promoting it to their followers.

Relation to my Music Video:

In relation to my music video I plan to exhibit it on youtube and through the artist social media pages.  As it is only an amateur video these are the most effective methods as youtube allows me to publish the video and social media pages will help to promote the videos for free. Promotion is a key part in the exhibition process as simply uploading a video onto a site like youtube will limit the audience. By using a social media page it directly targets the audience who are most likely to buy into the video and artist and makes it more effective in achieving its primary purpose of spreading a message and promoting the artist.