MUSIC VIDEO MUCH MORE THAN PROMOTION

MUSIC VIDEO MUCH MORE THAN PROMOTION

Traditionally, music video has been defined as a promotional product of the record industry, which takes direct influences from the cinematographic, advertising and even the artistic vanguards but which was linked to stimulate the consumption of the music it promoted.

However, nowadays, it is much more than the image translation of a song, it has become a “support” in the sense that one more way to consume music thanks to or due to content platforms such as YouTube and Vevo, mainly.

The image is essential for this type of service, therefore the music video is the musical product that these services distribute and propose to access music.

For this reason, music videos can no longer be defined as a series of images and audiovisual productions designed to promote musical consumption, but for themselves they have become audiovisual productions developed by the market and the music industry, which generates specific benefits, and whose market dynamics must also be observed in a specific way.

This is the intention with which we propose the debate, “MUSIC VIDEO MUCH MORE THAN PROMOTION”, to discuss its musical production condition, what rights it requires, what benefits it generates, how it is distributed, how can the public access it and under what conditions.