Music Video: Introduction

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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?
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?
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
  • narrative
  • Most music videos feature the band or artist
  • lip-syncing
  • intertextuality

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
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?
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?
allowing
They allow the audience to feel pleasure when they recognise the reference.

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
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 setting being the 'hood' where ice cube was raise and grew up is a big convention of the hip hop genre conventions and playing basketball is a repeated act in many music videos


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
Music videos are very important because they allow an audience to connect with an artist and allow the artist themselves to get personal and vulnerable with demonstrating what their music means to them or where their inspiration comes from.They are essential to an artist's success because they almost represent an era that the artist is currently in and they can use this an a way to further express their art through dance, costume and makeup.

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