Music Video introduction

Music Video introduction blog task


This week's work requires Media Fact-sheet #69: Music Video. You'll need to log in to Google using your Green ford Google account to access this. Read the fact-sheet and answer the following 10 questions:

1) What is the purpose of a music video?

-The purpose of a music video is to sell products, music videos are a form of marketing as they allow the audience full access to the product they are selling.

2) How has the digital age changed the production and distribution of music videos?

-Before the digital age music videos were only available to audiences at specific times and only in certain places. Now, new media technologies meant that music videos, and the songs along with them, were more widely available at any time. Producing music videos was much harder and complicated before but now are much cheaper and easier to produce.

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

-Sony Music Entertainment, Universal Music Group and Abu Dhabi Media are behind VEVO.VEVO is a video hosting site specifically for music videos. The content of Vevo is syndicated to YouTube in
the UK.

4) What are the key conventions of a music video?

-Movement
-intertextuality.
-narrative.
-band or artist
-lip-syncing

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.

-The story line may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story. For example, I Was a Teenage Anarchist by Against Me! features a loose narrative which links to the song’s lyrics. The video features a young man running along Venice Beach trying to avoid the police who are chasing him, indicating that he is a rebel or ‘anarchist’.

6) What examples are provided in the fact-sheet for intertextuality in music videos?

-Blink 182 video for All the Small Things makes references to videos by pop artists such as Back Street Boys (I Want it That Way) and Christina Aguilera (Genie in a Bottle) by directly copying scenes.

7) Why do audiences enjoy intertextual references in media products?

-Audiences enjoy intertextual references because they get pleasure from it when they recognise the reference.

8) Read the music video example analysis on page 3 of the fact-sheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:
  • Conventions (movement/narrative/artist)
  • Intertextuality
  • Representation
  • Audience
9) Watch the video for Ice Cube's It Was A Good Day (1993). How did this video set the conventions for later hip-hop music videos?

        -In the video there was many of Goodwin's theory's such as;
                 -the performance
                 -the narrative
                 -link between the visuals & lyrics (lyrics about a dog and then there is an actual dog in the                          video)
                 -objectification of females(that she reached out to him but he only wants to sleep with her)

10) How important do you think music videos are in the marketing and promotion of music artists today? Are music videos still essential to a band or artist's success? You need to form your own opinion here.

-I think music video are very important in the marketing and promotion of the music artists today because it helps the audiences to know and get a gist and idea about who the artist is and if their music is the type they consume and enjoy. If there were no music videos then audiences would not even try to listen to the music that artists come out with as they have never heard it before and they wouldn't want to waste time trying to find new artist as they would wan to stick to the more famous and established artists.

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