Music Video: Introduction

1)What is the purpose of a music video?

The purpose of a music video is to sell a product, usually being the song and includes things such as albums and concert tickets.

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

In the past music videos were less popular as artists wanted people to buy their CDs rather than hear their song for free on TV but now producers are no longer against posting music online thanks to monetisation on platforms such as Youtube which make them money.

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

Sony Music, Universal Music Group and Abu Dhabi Media.
VEVO is a website made specifically for music videos and it was created to fight copy right issues and provide official content which they can monetise through ad revenue.  

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

Movement,Performance,Narrative and Intertextuality. 

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

Narrative can be used in music video to help visualise the lyrics, an example of this would be our CSP Old Town Road by Lil Nas X. 

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



Blink 182 – All the Small Things and Backstreet boys 

My Chemical Romance and Nirvana 



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

They feel pleasure when they recognise a reference and makes them feel like they’re involved in the fan base knowing special details like this. 

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:
•Conventions (movement/narrative/artist)
•Intertextuality
•Representation
•Audience

Conventions- Old Town Road: Song by Lil Nas X and shows a lot of camera movement and tracking throughout, it also includes a very well selected narrative to match the lyrics of the song. 

Intertextuality- Thank U, Next by Arianna Grande contains many references to 2000s teen movies such as mean girls. 

Representation- Good as hell by Lizzo represents the singer (Lizzo) as being a strong and empowered plus size woman of colour. 

Audience- Say so by Doja Cat was a good song linked to the audience as it was heavily promoted through social media where many of the audience participated in a dance challenge for the song. 

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?

The video includes Urban locations referred to as “the hood” which are a popular setting for many hip hop music videos. It also includes props such as drop top low rider cars and guns which are linked to hip hop. It also includes imagery linked to the gangs and police which is heavily associated with hip hop. 


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 believe music videos are still a very important tool in the marketing and promoting of a new song. This is because despite a change in the way we consume media and people now being able to listen to music from their phone through apps such as Spotify, we still use social media and other online platforms such as Youtube on which music videos still receive millions of views. Music videos are often used on social media such as tiktok which helps people find the artist and their songs so they can go and search them up on their chosen music listening app. This is why i believe there’s still a need for music videos in the promotion of songs/artists. 

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