In Japan, the “Promotional Video” market has not grown as much as the “Music Video” industry in the United States. “Promotional Videos” tend to show a clip of a video for the sole purpose of selling an artist’s music. In order to evolve the “Promotional Video” into the “Music Video” art form, it will have to project an artist’s every note, beat, and vocal into a visual medium. The creation of the Music Video is a collaboration of the director (visual team) and the artist (audio team). This will allow the artist to expand their musical content to further explain in depth about their song. The music that is heard through the radio will sell records, but a music video will sell even more recordings. A great example of the use of a music video and how it benefited an artist’s career is Michael Jackson. The release of “Thriller” changed how music videos are made today. Before “Thriller,” most videos lacked the emotional touch of the artist. “Thriller” gave the audience something that was a mini movie. The look, mood, and soul of the video with the music had a large impact on the audience. This concept can be utilized and successfully change the perception of music as an art form today.
The use of high-end audio, editing, filming techniques are tools that will help portray the artist’s music. DVD’s uses of Dolby Digital Surround and DTS has greatly improved sound quality, and also has made listening to music an enhanced audio and visual experience. Incorporating DVD compatible media in an artist’s album can boost sales greatly. In albums, records companies can add special backstage interviews, lyrics, music videos and other interesting information about the artist, which the consumer only can enjoy with the use of a computer or a DVD player. The average household can afford a DVD player and can enjoy this media. Now is the time to create music videos that have the same quality audio that listeners have heard at movie theaters. Digital video has made editing much simpler and cheaper. The price of a digital tape is less expensive than film, thus more money may be budged for creative techniques that enhances the product for consumer. Filming techniques are not limited by location. Hype Williams, a director of many memorable videos including the hit video “What’s It Gonna Be, by Busta Rhymes featuring Janet Jackson, applied these new technology to capture the essence of this song. The imagination of the director is seen at post-production where backgrounds can be added on the blue/green screens, motion capture, CGI, and other integrated effects. Combining and utilizing technologies, and discovering other innovative methods will give pleasure to the audience, artist, and promote the growth of B-Gram.
Japanese music videos have taken a back seat in the world of music. The market for music videos can extend beyond Japan and Asia to the west, introducing Japanese artist. Western music videos have been in the Japanese music industry for along time, whether or not listeners know what the lyrics mean. Audiences seeing music videos by Michael Jackson or Limp Bizkit are astonished by how they move and express themselves. The performance and content is very important to market a music video. Many Japanese artists have crossed over to the American music industry with little success. In the U.S. market, music videos benefit artists a great deal. For example, Alien Ant Farm, who sang a cover song by Michael Jackson’s “Smooth Criminal” has been advancing in the music world. Their songs were never played on the radio before but with one single music video their careers have blossomed. The MTV generation has gotten older but a new breed of MTV views are on the rise. Music Television (MTV) is not just a network with 24 hours of music but a community where artist such as songwriters and directors come together to express themselves through visual means. An artist such as B’z has a rich history of dance, pop, jazz, blues, and rock that their talents can explodes into the American music industry with ease, reinforced by a music video. Mtv in the United States has turned 20 years old this past year but MTV Japan has recently for the second time after slow growth. It is crucial for B-Gram to utilize the media driven Japanese society to introduce the art of “Music Videos.”
The “Music Video” is not just a tool but also an art form that creates unity, love, hate, and many other emotions. The soul of the video will connect with audiences and generate bonds with artists. Marketing the artist not as puppets in the music world but portraying them as “real people” will create and generate profit for networks, production companies, the artist and other sponsoring record companies. Venturing into the art form of “Music Videos” will increase the appearance by artists, get more recognition, and show exactly what artists want to, say, portray and represent. B-Gram, will greatly profit and expand globally market share in the music industry.