Research: Music Video Channels

 

Music Video Channels

What are music channels and why are they important?

Music channels are TV programmes which generally show music videos by popular artists and bands in the music industry to the audience. These channels are usually on cable or satellite and are vital to the music industries overall success. Music channels are important because they allow the audience to watch music videos rather than just listening a song alone, this promotes a music video ensuring that it receives more viewings and that there is a larger fan base for artists. Without music channels, artists would be in danger as their music videos would have a lack of viewings and their songs would also be at risk of not receiving success. Therefore, music channels are necessary to ensure an artists success, but also music channels allow various genres of music to be promoted to a wider audience, rather than a particular, popular genre. Music stations have created channels as a source of synergy to promote their music to their audience, for example, KISS and Magic have their own channels. Magic have three channels dedicated to them, including  Sky 363, Virgin 340 and Freesat 523, allowing their audience to listen to music on their TV rather than having to listen on the radio, giving them more choice and freedom. This proves the importance of music channels existence today. 

Music channels today…

There are many music channels on todays TV to suit a mass audience’s expectations. This ensures that the audience has a larger variety of music genres to choose from, and are able to watch music channels that satisfies them most, which shows music videos that appeals to them. In the past there was few channels to choose from, limiting the audience’s choice, and preventing them from being picky, however, the increase in music channels has been beneficial giving the audience greater choice, and leading to larger audience appeal. The increase in music channels is also beneficial for artists who can become more popular and gain a larger fan base due to their music videos being played repeatedly on these channels.

Today’s music channels include:

- Kiss      - Flava         -Viva      - 4Music      - Kerrang        

- Magic   -The Vault   - Bliss     -Heart TV    - Capital TV                              

- Starz    - Stars TV    - Heat    - MTV

Are music channels the same as they were in the past? 

- Music channels are not only catering for music videos nowadays, but TV shows as well. This is to make music channels appeal to a larger, mass audience who can relate to the content.

- For example, MTV, was known as a popular music channel, however, have now began to show TV shows as well as music videos as they have recognised that there is a larger audience appeal now in comparison to the past, therefore, they must cater for all their audiences and show content that their audience find appealing and entertaining to watch. Popular artists who have music videos played on MTV include Britney Spears and One Direction who are extremely popular within the music industry.

- TV shows played on MTV include Catfish: The TV Show, Teen Mom, Ex On The Beach, Geordie Shore. MTV appeals to the female audience, aged 16-25.

- However, MTV now has sister channels which show different genres of music genres.

MTV'S sister channels include:

• MTV dance- Plays club music which appeals to 18-25 year olds.
• MTV Live- Shows concerts and festivals
• MTV Rocks- Play rock music and sub genres which appeals to 25- 40 year old males.
• MTV Base- Play hip hop music, from popular artists such as Chris Brown and Beyonce, and appeals to audiences from ethnic minorities, aged 16-25.
•  MTV Hits- plays pop music in the charts, and appeals to the younger audience (5-20 year olds).

What music genres are underrepresented and why?

Despite there being a variety of music channels today, particular music genres tend to be under represented as a result of them being niche genres, appealing to niche viewers rather than the mainstream audience.  For example, alternative R&B and hip hop music are under represented genres as their music videos are rarely shown on popular music channels, such as 4Music and MTV due to them having controversial content within them, and only being appropriate to watch after watershed hours to a niche audience (18-30 year olds). Jazz music is also under represented on music channels, as it is a niche genre, and usually appeals to the older generation (45 years and over) who are unlikely to watch music channels in comparison to the younger generation who have a greater interest in music. Moreover, despite grime music becoming more popular and widely listened to by the younger audience, it continues to be under represented on music channels in comparison to classical music for example which has its own music channel. People who create their own personal music videos used to be promoted on AKA, however, are now under represented as this is no longer available, and as a result, YouTube is the new platform for new/ upcoming artists.

Advantages of having so many music channels…

• Promotes artists- An artist become recognised when their music videos are played on various music channels.
• Creates a relationship between the artist and audience-  The audience are able to relate to the artist through their music videos.
• Established fan base- Artists music videos are played on various music channels increasing an artist’s popularity and providing them with established fans.
• Provides entertainment for the viewer- The viewer has a choice of what to watch, and gain entertainment from watching music videos they enjoy.
• Allows audience to sweep- Due to music channels being blocked together, the audience are able to sweep through channels watching the channels that they like most.
• The music industry becomes more successful and earns more money- Having multiple music channels allows the music industry to make more money, as their artists become more popular and increasing the push for more music to be produced from the audience.
• Artists earn more money- Having their music videos played on various music channels, increases an artist’s earnings.

Disadvantages of having so many music channels…

• Under representation- Having lots of music channels can result in certain channels receiving less viewings, and therefore being under represented.
• Importance of artists is less- The music industry has lost its stars, as the popular stars have become too mainstream, making music repetitive.
•  Less engagement and views- Music channels are not as popular as other channels and therefore fail to receive as many viewings as them. The audience also lack engagement in music, preferring to each TV shows which are more entertaining.
•  Less videos are played on these channels- Music channels are no longer playing music as much and try to appeal to a larger audience by playing Shows and festivals as well, however, his goes against their traditions and conventions causing the audience to rebel.

Conclusion: What channels do you think your music video will play on and why?

I think my music video will play on MTV due to it having sister channels which promote a variety of genres, and appealing to a mass audience. Therefore, whatever the genre of my music channel, it is likely to fit into one of the MTV channels, gaining viewers and enabling my music video to gain a fan base. Moreover, I think my music video will play on the radio station channels, such as KISS, which also promotes popular music videos and has an existing fan base, ensuring that my music video will gain viewings from the mainstream audience. However, if my music video is of a niche genre, a radio channel may not be an appropriate channel to play my music video on as it may appeal to a niche audience.