Music Video: An introduction

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #69: Music Video. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets - you'll need to save the factsheet to USB or email it to yourself in order to complete this at home. Read the factsheet and answer the following questions:

1) What is the purpose of a music video?

There are different reasons as to why an artist may choose to release a music video instead of just an audio version. One reason is to convey a story that reflects the lyrics of the song. An example of this is Shiro's story by Rapman; the video is based around the lyrics and meaning on the song and helps the audience to understand and for the artist to convey their message visually as well as musically. Another reason may be just for visual effects to further promote the song to a wider platform and audience. A music video is a message to the audience, entertain and the main purpose of music videos is to promote artists and promote brands. But it's mainly to promote the track. A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes.

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

The digital age changed the production and distribution of music videos because it means that they are more widely distributed and are easily accessible. Videos updated on YouTube and other sites means that viewers can access them on portable devices whenever they want and wherever they are.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

VEVO is an american multinational video hoisting service founded on December 8 2009. The concept for VEVO was described as being a streaming service for music videos with the goal being to attract more high-end advertisers

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

The key conventions for music videos are:

• Movement- can be achieved through physically moving the camera or dancing. It usually compliments the sound.
• Narrative-the story-line may link with the lyrics of the song.
• Band/artist- they are a product to be sold.
• Intertextuality- allows audience pleasures.

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 a music video by having a story-line that matches with the lyrics of the song. An example of narrative being used in a song would be '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 an 'anarchist'. Other music videos which use narrative is Dilemma.
6) What examples are provided in the factsheet for intertextuality in music videos?

Examples provided in the fact-sheet for intertextuality in music videos are:

• Blink 182: All the Small Things  is referred to Christina Aguilera.
• Cheerleaders in Teenagers by My Chemical Romance is used for Smell Like Teens Spirit by Nirvana.
• Decode-Twilight

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

Audiences enjoy intertextual references in media products because audiences gain pleasure by knowing where the references are from. they may enjoy it because they gain pleasure such as; Surveillance, Diverson, Personal Relationship, Personal Identity or Nostalgia.
8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice and write your own analysis using the following headings:

• Conventions (movement/narrative/artist)- Taylor Swift compares her love story with Romeo's and Juliet's. The song starts off at a high school. The song finishes off with a happy ending. Taylor swift is acting in the video which makes it intimate for the audience. Also, the lyrics heavily relate to the video.
• Intertextuality- This music video parallels with 'Romeo and Juliet'. They have used similar locations such as a ballroom and castle.
• Representation- The themes both intertwine modern and classic elements, such as a high school and a Shakespearian element.
• Audience- Taylor Swift deliberately ends her song with a happy ending, unlike Romeo and Juliet. This may have been done intentionally as most of her audience will be younger females and this is what they all hope for. (Happy Ever After). Also, by using a high school setting at the beginning is significant as the target audience is teenage girls.
• Institution- It was released in September 2008, by Big Machine Records.

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?

This video has used an urban environment which is more appealing to the audiences nowadays. It features an artist in the video which is more intimate for audiences and gives a better connection. The video promote a hip-hop convention by using certain props like the cars or mise en scene, such as the costumes.

10) How important do you think music videos are in the marketing and promotion of music artists in 2018? Are music videos essential to a band or artist's success?

In the marketing and promotion of music artists in 2018, I think that music videos are important to a certain extent. This is because by having a music video which uses narrative more people will interact with it. By having a connection like this audiences will feel apart of the message the song is promoting and therefore the artist and the song will both be successful.