Analysing a music video
23' - Mike Will Made iT ft Miley Cyrus, Juicy J and Wiz Khalifa
https://www.youtube.com/watch?v=bbEoRnaOIbs
I have chosen to anaylse a music video and this particular one showcases signs of synergy throughout the duration of the music video. Synergy is where two products or companies combine to make a video, and to use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a product, but may prove successful in its own right. One example is the music video 23 by Miley Cyrus, Juicy J and Wiz Khalifa, this video promotes a series of brands throughout the whole video. The video and the song pay tribute to basketball ledgend Michael Jordan - his jersey number now retired is 23. (Reference 1). Within 30 seconds a Nike Basketball and Chicago bulls merchandise are both promoted, the artist Juicy J is wearing the merchandise from head to toe and you can see this 30 seconds into the music video. The company Chicago bulls is also promoted when Miley Cyrus wears it in her way; the artists promote this company repetitively in the music video as well as other brands. Miley sports a bikini dress, made from authentic Jordan basketball jerseys and matching sneakers. In various scenes, she treats her feet to a pair of Wolf Grey Air Jordan 5s and Fire Red 3s. Juicy J shows off a pair of Grape Air Jordan 5s and the Olympic-colored Air Jordan 7s, that MJ rocked on his way to winning the gold as a member of the 1992 Dream Team squad. {Reference 2} The music video is 5 minutes and 17 seconds long, within that time seven different brands are shown multiple times, big brand company’s such as: Boy London, Gucci. Dre beats pill, Nike high tops and the obvious Michael Jordan’s (trainers) and Chicago Bulls.
23' - Mike Will Made iT ft Miley Cyrus, Juicy J and Wiz Khalifa
https://www.youtube.com/watch?v=bbEoRnaOIbs
I have chosen to anaylse a music video and this particular one showcases signs of synergy throughout the duration of the music video. Synergy is where two products or companies combine to make a video, and to use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a product, but may prove successful in its own right. One example is the music video 23 by Miley Cyrus, Juicy J and Wiz Khalifa, this video promotes a series of brands throughout the whole video. The video and the song pay tribute to basketball ledgend Michael Jordan - his jersey number now retired is 23. (Reference 1). Within 30 seconds a Nike Basketball and Chicago bulls merchandise are both promoted, the artist Juicy J is wearing the merchandise from head to toe and you can see this 30 seconds into the music video. The company Chicago bulls is also promoted when Miley Cyrus wears it in her way; the artists promote this company repetitively in the music video as well as other brands. Miley sports a bikini dress, made from authentic Jordan basketball jerseys and matching sneakers. In various scenes, she treats her feet to a pair of Wolf Grey Air Jordan 5s and Fire Red 3s. Juicy J shows off a pair of Grape Air Jordan 5s and the Olympic-colored Air Jordan 7s, that MJ rocked on his way to winning the gold as a member of the 1992 Dream Team squad. {Reference 2} The music video is 5 minutes and 17 seconds long, within that time seven different brands are shown multiple times, big brand company’s such as: Boy London, Gucci. Dre beats pill, Nike high tops and the obvious Michael Jordan’s (trainers) and Chicago Bulls.
In recent years, record labels
have been reluctant to finance a high-budget video, this
music video does just that as well as help to provide synergy for the artists
starring in it; it targets 16-24 year olds willing to buy products that the artist
are wearing. Co-branding happens when a product or products and star/artist
become inseparable and Co-branding is used in the whole music video, As well as
promoting brands it also helps to expand their audience and this means more
viewers, which means more sales for the company’s etc. Teenagers tend to use celebrities
as inspiration, meaning whatever they wear the teenager must wear too in order
to look “cool”. For example when audiences
of this age watch this video and see Miley Cyrus wearing Michael Jordan’s, the
audience immediately react and go and buy the same thing in order for them to
look the same. Music videos like this one are created for their intended
audience for a reason, they follow the artist because the artists set a trend
which they copy from and that is how company’s such as Nike, Gucci and Chicago
Bulls all promote their range within music videos so their target audience will
watch it and buy the products.
References
Reference 1
mashable.com. 2014. Miley Cyrus '23' Video Is a NSFW
Michael Jordan Tribute. [ONLINE] Available at: http://mashable.com/2013/09/24/miley-cyrus-23-michael-jordan/
Reference 2
MTV.com. 2013. Michael
Jordan Reacts To Mike Will’s ’23′
Video: What Does His Airness Think?. [ONLINE] Available at: http://www.mtv.com/news/1715068/michael-jordan-reacts-to-23-mike-will-made-it/.
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