David Selva -Ruiz Soundtrack Music Videos: https://orcid.org/0000-0002-9251-0045
[email protected] The Use of Music Videos Universidad de Cádiz as a Tool for Promoting Films Desirée Fénix-Pina https://orcid.org/0000-0001-8525-615X Abstract
[email protected] Universidad de Cádiz The soundtrack music video is an audiovisual format used by the cultural industries of film and music as a commercial communication tool, since it is based on a song from the Submitted soundtrack of a film, so that both the artist that performs the song August 20th, 2020 Approved and the film itself obtain promotional benefits. This paper January 18th, 2021 conceptualizes this poorly studied phenomenon of cross- promotion connecting the music and film industries and uses a © 2021 content analysis of 119 music videos produced over a period of 33 Communication & Society years in order to study the importance of the artist and the movie ISSN 0214-0039 E ISSN 2386-7876 in the video, the various strategies developed in order to doi: 10.15581/003.34.3.47-60 accomplish its double promotional mission, and the specific www.communication-society.com formal and strategic features of this audiovisual format. Analysis reveals that the soundtrack music video has the distinctive feature 2021 – Vol. 34(3) of including promotional elements both for the musical artist and pp. 47-60 for the movie. Although the artist tends to be more prominent, the vast majority of music videos include images from the film or use How to cite this article: various ways of integrating the artist’s identity with the film’s Selva-Ruiz, D.