Music Video Introduction

1) What is the purpose of a music video?

The purpose of music videos 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?

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 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?

Three major record companies, Sony Music Entertainment, Universal Music Group and Ab Dhabi Media, have also launched Vevo, 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- Complements the rhythm of the song. Movement can be achieved by physically moving the camera, the people in the video moving and dancing or through speed or 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. 
Band or Artist- Also a product to be sold. The artist may be featured performing their music, either in the form of lip-syncing or playing instruments in the case of a band. 
Intertextuality- 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.


For example, 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’. Other videos have much more explicit narratives which are more closely linked to the song’s lyrics, such as Dilemma by Nelly featuring Kelly Rowland which shows a girl moving into a house as Nelly sings: “I met this chick and she just moved right up the block.”

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

Such references may be very obvious, such as the way 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.

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


However, references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognise the reference. For example, 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.

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)- 'The Thinking Of You'- Katy Perry music video is narrative-based although Katy Perry is playing a character, clips of her performing the song as interspersed throughout the video. This music video also has a neutral colour scheme. Set in the 1940s, a decade of pastels and neutrals in terms of fashion, the misé en scene was very subdued and natural. The costumes include dulled shades such as black and brown (in the funeral shots and in the men's clothing), but are brightened in the flashbacks with the use of pastels and florals the lead wears, signifying that was a happier time. The setting is picturesque and natural, and the house and outdoors were neutral in colour.
• Intertextuality- The plot is the key intertextual reference as the solider going off to war and leaving behind a girlfriend or wife is a popular plot in a lot of media. "Dear John" is a key example of young love being torn apart by war, and relates heavily in plot to the music video, although they sport different endings. 
• Representation- Katy as the artist of the song is shown the most in the video. She is wearing quite feminine clothing and is stereotypically 'girly'.
• Audience- The target audience for 'Thinking Of You' would be young females as they are the primary audience for Katy's music. They may see Katy as a role model and like how she dresses or behaves or how she applies her makeup.
• Institution- "Thinking Of You" is a song by American singer and songwriter Katy Perry, taken from her second studio album, "One of the boys". The song is a pop ballad song and featured acoustic instruments.

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?

There is more of a focus on the narrative i.e. transitions from the artist to the story.

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?

I think music videos are extremely important in the marketing and promotion of music because its one thing listening to the music whenever you feel like it, but actually connecting with the music and finding out why the song was created and the emotions attached to it is another thing. The music videos create a visual picture of the song in the audience's mind and really puts you in the shoes of the artist/band although the stories/ narrative of the song may not be true, it is still a form of expression and therapy. If music videos were not created then there would be no substance behind the songs which would lead to a decrease in the number of people enjoying the music as well as favouring the artist. Artists would not be as well known if there were no music videos as people would essentially see them as artists not artists that create true and natural content which is meant to be relatable.