The Importance and Factors of Music Video’s Development for the Entertainment Industry in Malaysia

Abstract

Video is an information delivery media that plays a big role in human life nowadays. The emergence of new media such as the use of applications has further increased the role of video especially in the entertainment industry. The goal of a music video is to present video content visually accompanied by music, which combines sound and visual media. The advantage of music videos is that they are able to attract the audience. Viewers can visually watch video content such as a singer's performance. The impact of music videos on the audience is huge, whether it is following the fashion style and personality of the singer or actor performance in the video. In other words, it can attract the audience to follow popular music culture trends. In Malaysia, music videos are growing rapidly. Many music fans today use music videos as a platform to enjoy entertainment, but in the context of the music video industry, it receives less attention than abroad. However, music videos can contribute a large amount of income to industry players including artists in addition to boosting the country's entertainment industry. Thus, this study aims to examine the importance of music videos and identify the factors that are considered before designing a music video. This study uses data collection methods such as interviews with industry players, especially directors and individuals who have been involved in the entertainment industry. Observation methods on music videos are also done to identify the factors that are considered to produce a good music video. This study is expected to provide knowledge and benefits to entertainment industry researchers, those involved in video production, musicians and music industry activists. suggestions for further research on the next researcher can study how to produce quality music videos that are accepted by the audience.