Music Video introduction blog task

1) What is the purpose of a music video?

The purpose is a music video is to sell products, such as merchandise or album etc.

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

Before the digital age record labels could only share physical copies of the song but this changed when the digital age came about as it meant that music videos were now able to be viewed anywhere anytime rather than on a radio show at specific set intervals/times.

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 music launched VEVO in order to host and distribute music videos.

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

One of the most important key conventions would be 

movement because it is essential to a music video and to connote/emphasizes the lyrics or meanings. Another key convention is the choice/ pace of editing. Flash lighting is also used.

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

A music video might have a narrative and this can be used to relate to the songs lyrics and to illustrate what is being said in the music video. An example of a music video that does this is the music video "I was a teenage Anarchist" by against me! which features a young man running along Venice beach trying to avoid the polie who is chasing him. The movement and actions portrayed in the music video directly resemble or link to the lyrics being said.

6) What examples are provided in the factsheet for intertextuality in music videos?

One example of intertextuality would be the way that Blink 182s music video has references to videos by pop artists such as the Back Street Boys.

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

One reason why is because audiences may feel a sense of pride and joy that they are able to see references created. This is because they are familiar with recognizable icons or elements in references.

8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:

 

Haddway- What is love

 

Some key conventions are that the song is very sensual and promotes sexual activities whislt also promoting a disco vibe.

 

Links to some vampire movies that were out at the time.

 

The representation of masuclinity in this video implies that the man is feminised and this can be seen through his gestures and his movements.

 

The audience which would partake in this music video would be gothic/vampire lovers or people with an interest in club/disco music from the 90s.

• 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?

One key convention would be the choice of costume and movement that the actors do. Another convention would be cars which have been tuned especially to bounce as this correlates to the rap genre and the idea of being stylish/creative. Baggy clothing and drug usage along with elements of gangs also helps to set the convention for rap/hip-hop music videos.

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.

 

Music videos are essential to promoting a band/artist as they can help link the audience to the artist and create a sense of a connection, this also means that the audience learns about the artist as a person/character getting them closer to the genre as a whole that the artist is involved with and also the community.