Music Video introduction
This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet 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 (products used in the music video or products associated with it like if its used in a movie it can help promote the movie)
2) How has the digital age changed the production and distribution of music videos?
Instead of the companies choosing how we listen to music and where, we can listen to music whenever and for free, their main profit is no longer people buying the song physically
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 (along with content licensed by
EMI). They uploaded official versions of artists music videos.
4) What are the key conventions of a music video?
- movement
- narrative
- feature artist/band
- lip syncing
- intertextuality
it can match the lyrics and help to create a storyline that be followed, an example would be she by Tyler The Creator
6) What examples are provided in the factsheet 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?
It gives them a warm feeling that they understand a reference that not everybody will and can even make them feel nostalgic
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:
Von Dutch - Charli XCX
It is slower paced than you would expect for a hip-hop music video, the colours are brighter than you would expect and their is not much lip syncing which is a common convention of music videos in general. It feels less performative and tries to make a narrative. Usually music videos feel very fake and unreal or present a very luxurious way of living but he seems so show a more real way of living that people may relate to.
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.
- Conventions - very fast paced editing and movement, dancing, lip syncing and very performative
- Intertextuality - the plane and airport setting is familiar to a large audience
- Representation - Van Zoonen said that women are framed to objectify them which can be seen in the music video however she is the main and only character in the music video and is not seen as passive which subverts usual representations of women
- Audience - a young mainstream audience
It is slower paced than you would expect for a hip-hop music video, the colours are brighter than you would expect and their is not much lip syncing which is a common convention of music videos in general. It feels less performative and tries to make a narrative. Usually music videos feel very fake and unreal or present a very luxurious way of living but he seems so show a more real way of living that people may relate to.
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.
Whilst they might not be essential to success they do contribute a lot of it to the artist or band. Originally the music videos were extremely important as people would watch them on MTV and it would be their only way to see the artist or band without going to their concerts however I think that the need for music videos have changed but they remain very important. Song and albums get promoted so much and the music video is another way of promoting the song and the artist/band, releasing a music video is a way to get people talking about the artist/band and people associating them with a certain image or genre which can help promote them. For example the iconic please please please music video by Sabrina Carpenter has over 200 million views and has not even been out for a year, the video features her now ex boyfriend. People were interested in the relationship and the music video that shows their relationship can help promote her music, the music video was also heavily talked about which generates more publicity for both of them.
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