Music Video introduction

Music Video introduction blog task

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, the most obvious of which is the song featured in the video.

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

Prior to the digital age, allowing the audience full access to the product in the marketing was not too problematic. However, the development of new media technologies meant that music videos, and the songs along with them, were more widely available at any time. Videos could be uploaded to video hosting sites like YouTube and viewed using portable media devices such as mobile phones and iTouch devices, allowing audiences to see the video and hear the song whenever and wherever they liked.

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

The three major record companies are Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. Vevo is a video hosting site specifically for music videos. The content of

Vevo is syndicated to YouTube in the UK with YouTube and Google receiving a share of advertising revenue for directing users to the official versions of music videos rather than those uploaded by a third party.

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

• Movement-- can be achieved by physically moving the camera, the people in the video moving and dancing or through speed of editing.
• Narrative-- the storyline may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story.
• Featuring the band/artist-- the artist may be featured performing their music, either in the form of lip-syncing or playing instruments in the case of a band. The artist may also be featured but acting rather than performing, or the video may feature a combination of both.
• Intertextuality-- it's possible for producers to play with the conventions by making references to the genre in general and to other music videos.

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 videos as the storyline may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story. One example is, 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 factsheet for intertextuality in music videos?

One example is that the 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. However, references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize the reference. Another example is, the video for My Chemical Romance’s Teenagers features ‘alternative’ cheerleaders, which is reminiscent of the cheerleaders in the video for Smells Like Teen Spirit by Nirvana. Most fans of My Chemical Romance are likely to be familiar with Nirvana and this iconic video.

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

The audience can discover deeper meanings through the knowledge and recognition of the external references. It can boost audience engagement by creating a sense of familiarity.

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

Music Video: https://www.youtube.com/watch?v=QcIy9NiNbmo

• Conventions (movement/narrative/artist)-- The song opens with a teaser that the narrative (story line) would be structured like a film.
  
• Intertextuality-- The "Bad Blood" music video made references to films like Divergent, The Hunger Games, and Kill Bill, that have strong female leads. Samurai swords are used, and Swift's battle in the snow is a tribute to the key sequence in Kill Bill where the Bride battles O-ren. The entire training sequence, which even has Swift donning the renowned Katniss, implicitly refers to the scene in The Hunger Games where the tributes learn how to battle and live in the arena. The training phase also brings to mind the kinds of actions and interactions that the courageous Dauntless faction engaged in during the Divergent trilogy.
• Representation-- Taylor Swift's character and several other female characters are sexualized and made more feminine. Many of their weapons are hidden inside of stereotypical feminine items, such as purses and small mirrors. The characters wear slim-fitting outfits, with nearly all of the female characters wearing thigh-high boots and stiletto heels. These ladies are shown as strong, however they also have clothing that could appeal to men's imaginations.
  
• Audience-- The target audience for this music video may be ages 15-27 females.

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?

Music Video: https://www.youtube.com/watch?v=h4UqMyldS7Q&t=1s 

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.

In order for music artists to get recognition, music videos are important as this contributes to the artist's identity. Music videos helps listeners be able to remember your song by creating a sense of emotion from the viewer. It entertains viewers while promoting and enhancing your brand. Music videos are important as only the audio of the song would be a bit boring, and it wouldn't entertain the audiences, whereas creating a music video acts as a visual representation of the band/artist and if it gets popular, then it may offer collaboration opportunities, which increases the band's revenue stream, also making them get recognised by a wider audience.