This is my research on the music video industry by looking into 2 production companies
1. Sabrina Carpenter - Taste
Small description: "Internationally renowned creative direction and production company founded by Grammy award winning producer Nathan Scherrer." - freenjoy Linkedin
Genre: Pop
Other content they produce:
• Ariana grande - positions
• Taylor Swift - ME!
• Travis Scott - I Know
• Megan thee Stallion & Dua lipa - sweetest pie
Typical audience:
• Younger audiences such as teenagers to young adults (18-35)
• Both male and female audiences
• English speaking audience/US audience as all artists they work with are US-based
Psychographics:
• Mature audiences (suggestive or gorey content oftten shown)
• Heavily engaged in pop culture
• Values artistry and narratives in these music video
• Audience likely to be socially conscious and open to discussions of political and social issues
• Possibly a target to creative audiences by being incredibly visually innovative
Company size and age:
• 2-10 employees
• founded in 2014
• 2-10 employees
• founded in 2014
Most successful product:
• Flowers by Miley Cyrus (2023) released on Youtube with approximately 883 million views as of writing (Oct 2024)
Resource:
https://www.freenjoy.com/
Production Company: Prettybird
Director: Calmatic
2. Kendrick Lamar - Rich Spirit
Director: Calmatic
Small description: "PRETTYBIRD is a hybrid production company that creates cutting-edge work that transcends boundaries and lives at the crossroads of branded entertainment, music, sports, technology, film, and television." - prettybird.co website
Genre: Pop
Other content they produce:
• The Rolling Stones - Mess It Up (by the same director)
• Pharrel Williams - Entrepreneur (by the same director)
• Lil Nas X - Rodeo (directed by Bradley and Pablo)
• Harry Styles - Late Night Talking (directed by Bradley and Pablo)
Other content they produce:
• The Rolling Stones - Mess It Up (by the same director)
• Pharrel Williams - Entrepreneur (by the same director)
• Lil Nas X - Rodeo (directed by Bradley and Pablo)
• Harry Styles - Late Night Talking (directed by Bradley and Pablo)
Typical audience:
• Adults (20-45)
• Both male and female audiences and generally has a wide appeal
• English speaking audience/US audience as all artists they work with are US-based
Psychographics:
• Mature audiences (suggestive or gorey content sometimes shown)
• Adults (20-45)
• Both male and female audiences and generally has a wide appeal
• English speaking audience/US audience as all artists they work with are US-based
Psychographics:
• Mature audiences (suggestive or gorey content sometimes shown)
• Prettybird has worked on many music videos that highlight inclusion and diversity. Additionally working on songs that explores social and political themes so audiences are likely to be socially aware and open-minded
• Engaged in trends of music, fashion and pop culture
• Values storytelling and visual experimentation
• Possibly a target to creative audiences by being incredibly visually innovative
Company size and age:
• 51-200 employees
• Founded in 2008
• 51-200 employees
• Founded in 2008
Most successful product:
• Old Town Road released on Youtube with approximately 1.3 billion views as of writing (Oct 2024)
• Old Town Road released on Youtube with approximately 1.3 billion views as of writing (Oct 2024)
Resource:
Reflection ; This was a very interesting task to do since I have never done a deep dive into industries and how they work. At first, I admit I wasn't too sure on why my teacher assigned us to look into music video industries but I noticed that this task had exposed me to different styles as well as how they align to their core values and appeal to target audiences. Knowing the various trademarks from different industries will help me in my own music video production as I can draw inspiration from the examples provided above and innovate a style that targets my groups target audience. For example, younger audience, based on my observation, enjoy music videos that have a cinematic look and distinct style (with bright colours, trendy fashion, interesting themes, etc.) to them.