Music Video: Assessment Question

“Music videos are still important for artists to promote themselves to audiences”
How far do you agree with this statement?

I agree to this statement to a certain extent because if you watch closely we could apply Blumler & Katz’s Uses & Gratifications theory of diversion to both music video CSP’s. For example Arctic Monkeys use mise-en-scene, color grading & real 1980’s cameras (Ikegami 3 tube TV cameras) to create the effect of an old 80’s TV show (The Old Grey Whistle Test). The significance of 'I Bet You Look Good On The Dancefloor' by Arctic Monkeys would be the fact that they would perform at bars, clubs etc. making this song become a big hit. As well as applying Blumler & Katz’s Uses & Gratifications theory of diversion in our One Direction CSP, we can combine this with nostalgia since they use color filters to define their past and present selves. The significance of 'History' by One Direction would be how they turned a typical love song into the closing of their branding as a music band. This can be seen in the music video where they use a color filter of black and white to define them and their progression in the music industry however they used normal color and combined it with mise-en-scene to create a much older look. They also added clips of fans and concerts making it an emotional song and further aware to their audience.