Music Industry, Music Video Concept

We have been working in groups of four to help us map out the idea for a band/artist to be promoted. In order to do that, we disussed what kind of genre we want for our music video. We talked about the significance of Star Image and Dyer's theory.

Let me recap with you about music industry.

There are 5 major music industry companies :



    

                                                              


Why are they major?

• 5 biggest conglomerate companies
• Own 76% of the music industry share ( the rest are 'Independents' -subsidiary companies)
• Aim to produce popular mainstream music video globally
• Often follow the concept of Richard Dyer's theory of creating 'synthetic acts' as opposed to 'organic' which the independents specialise in. The Independents additionally target their audience on a more national level and help to nurture the artist to hone their creative talents. Media theorist, Keith Negus, suggests that we have 'a web of major and minor record labels' and that music video is a 'promotional tool' and a form of synergy.

For example, synthetic artist are often constructed by the companies such as Britney Spears and Christina Aguilera are disney childhood stars whom later constructed to a teen pop stars. They are often mainstream. Their star image are often about their sexuality.

As for 'organic' artist like PJ Harvey whose audience are niche and she is known because her  star image is her talents in instruments and her songwriting and not because her look. 

Britney Spears




















PJ Harvey