MUSIC VIDEO, MARKETING AND MISADVENTURE

A career study of The Hummingbirds and the role of music video in marketing their product

Abstract

The polarisation of views on the 'functional' as opposed to 'cultural' nature of music video has tended to block attempts to analyse the form between these polarities. This study attempts to redress this by analysing the manner in which music video production has been used to promote the product and product image of the Australian band the Hummingbirds. This production history serves to illustrate the manner in which the production of promotional video material is often far less 'slick' and calculated than may be assumed. As the following study demonstrates, the enterprise is often speculative, haphazard, contentious or misguided.