2. Chapter 20 Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

3. Start Thinking... 1. Discuss the various uses of music in television. Think beyond MTV and music videos. Where else is music used? Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

4. Chapter Goals Gain awareness of how music and the television industry have evolved together to bring entertainment to American homes. Learn how short-form videos are produced, from the planning stage through postproduction. Identify various factors that account for the rise in popularity of the music video. Gain knowledge of the various structures and job roles involved in the music video arena. Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

5. Music in Television and Video The importance of TV for the music industry:  a key income source  a prime marketing vehicle  a national stage for exposure  a means of selling music directly to a targeted audience  populist A&R mechanism The importance of music for the TV industry:  mood-setting background music  key demographic audience groups attracted to high-profile programming Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

6. Variety and Talk Shows Music variety show highly popular in “Golden Age”  live orchestras and performers  classical music, opera, and theater showcased Shows targeting youth emerged in 1960s  followed Top 40 charts The Ed Sullivan Show Today’s live music showcase in news/entertainment/talk shows Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

7. Historical Development of Music in Television 1930sFirst TV broadcasts in London in 1936 1939 New York City’s World Fair exhibits TV to Americans 1940sAFM tightens control Variety shows debut 1950sTV penetration balloons “Golden Age of Television” Cultural series and classic variety music shows popular Rock music gets its own program special 1960sFolk music and country music shows scheduled 73 million viewers watch the Beatles on The Ed Sullivan Show Youth musical comedy series The Monkees airs 1970sCoca-Cola commercial turns a song into a hit; Soul Train debuts TV shows based on musical personalities abound The late-night slot becomes a showcase for musical performers Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

8. Historical Development of Music in Television 1980sBET and CMT networks debut; Pepsi fuels trend of high-profile music marketing with Michael Jackson as pitchman Viacom launches VH1 and MTV; new market for long-form video 1990sMTV becomes global force MTV moves beyond compilations of video clips to reality TV 2000s“Live 8” concerts draw nearly 3 million viewers American Idol debuts; DVDs expand allure of music videos Music videos get posted on the Internet Video piracy sparks industry fears of loss of distribution control 2010sViewers begin to consume TV with on-demand video, which puts them in control of selecting shows and threatens subscription TV’s economic model Video piracy sparks industry fears that rights holders will lose control of distribution, just as they did with audio P2P file sharing Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

9. Music Specials, Events, Award Shows Prime-time live music special continues to thrive  holiday specials  high-profile concerts  “mini” concerts keyed to other events Music award shows  performing slots on these shows highly valued Recorded music specials  huge payroll  exploitation of aftermarkets Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

10. TV and Video Production Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

11. Theme Songs TV theme songs claimed place in American history Some appear on pop music charts Today  shorter songs to prevent channel-surfing  existing songs used in place of original material Vital part of TV music Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

12. Background Music and Foreground Spotlights Background music  creates mood, fills gaps, provides cultural context  risen in prominence over the years Foreground spotlights  teen-targeted programs use a “back sell”  “club” set added into regular environment Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

13. The Singers/Actors Band = TV show characters  The Monkees  The Partridge Family Past recording stars appear on TV as actors Young TV stars can land recording contracts Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

14. The Evolving TV Picture TV = vital medium for music industry  enticing potential programming reach  connect to audiences otherwise not exposed to music Network-affiliated TV stations Cable channels TV options that put the consumer “in charge”: pay-per-view; video-on- demand; interactive programming On-demand programming + DVR put pressure on advertisers Over-the-top (OTT) video programs Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

15. MTV and the Rise of the Music Video Pioneer and champion of “music television”  first to build entire commercial channel around music videos  “Video Killed the Radio Star,” August 1981  permanently altered promotion and marketing MTV sparked growth of music video production business  music video = standard promotion tool in 1980s and 1990s  tighter budgets have since trimmed production levels Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

16. Producing Short-Form Videos Music videos require same skills and people as long-form projects  record company most often produces music videos  record companies use video commissioners  differences may arise over “artistic control”  final product belongs to the record label, which retains the final approval on edits Music Video Production Association Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

17. Producing Short-Form Videos Selecting the Director 1. Label or artist approaches several potential directors 2. Each candidate develops a concept for the video 3. The producer pitches the concepts 4. The commissioner narrows the choices and presents to artist/creative team 5. Selected director engages a production designer and choreographer 6. If budget allows, video is storyboarded Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

18. Music Video Economics and Distribution Video budgets are down sharply  alternative revenue sources have also dried up  the “Thriller” phenomenon is gone Online advertising connected to video streaming now a source of revenue for labels  Vevo Product placement Payments to labels Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners

19. For Further Thought... 1. What factors contributed to the popularity and importance of the music video? 2. Has television made a significant impact in the launching of successful musicians and bands? 3. How will the rising use of mobile devices help or hurt the music industry? Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners