Music Video Introduction
1) What is the purpose of a music video?
Music videos sell products for example the song featured in the video. It also sells products such as: the album, film, tour and merchandise.
2) How has the digital age changed the production and distribution of music videos?
Before the digital age, audiences were given full access to the product. The song was available at specific times in places approved by the record company such as on weekly TV chart countdown shows like Top of the Pops (1964-2006,BBC). However, the development of new technologies meant that music videos and songs were widely available at any time. Videos could be uploaded to websites such as Youtube and viewed on different devices such as phones or laptop when ever and where ever the audiences felt like it.
Development of technologies led to new platforms for videos to be consumed for free, this meant that people would be less inclined to buy a physical copy of a song.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
In America, three major companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI) are behind VEVO: a video hosting site specifically for music videos.
4) What are the key conventions of a music video?
Music videos encourage viewers to purchase the copy of the song deatured and other products associated with the artist. Movement is essential to music videos and complements the song. Movement can be the camera movement or the people dancing and moving around. Movement create a sense of excitement for the viewer. Rapid editing complements the dancing and the use of flashing lighting.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
The narrative may relate to the songs lyrics and illustrate what is being said. For example, 'I was a Teenage Anarchist' by Against Me! has a loose narrative which links to the lyrics. A young man is featured running away while the police are chasing him which suggests that he is a rebel. Other videos have much more explicit narratives that are more closely linked to the lyrics for example 'Dilemma' by Nelly ft Kelly Rowland.
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?
References can also be obscured allowing the audience to feel the pleasure when they recognise the reference. For example, the video by for My Chemical Romance's 'Teenagers' features alternative cheerleaders which is reminiscent on the cheerleaders in the video for 'Smells like teen spirit' by Nirvana.
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:
Bad Blood by Taylor Swift:
The lyrics suggests that Taylor had an argument with someone and can'y forgive them as in the song she says 'I don't think we can solve them' and 'band aids don'f fix bullet holes' which hints that she is holding a grudge against someone. The lyrics don't really match the visual story line since it has more of a war concept. Bad Blood features many other famous figures other than Taylor her self which diverts the audiences attention from Taylor. Taylor Swift is seen to be lip syncing which regains the audiences focus back on to her. The character of Taylor can be linked to the character of Britney Spears in her music video Toxic. They both wear similar clothing as well as make up that portrays them as quite angry. However, Britney Spears is portrayed in a more sexual way where as Taylor is seen as a powerful women. Both videos can be linked as they are both riding motorbikes in their videos.
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 features these conventions: low-rider cars, the hood, basketball courts and gang colours. The video was set in South Central Los Angeles, an area that is synonymous with early gangsta rap acts.
This video features conventions that is commonly associated with gangsta rap and hip hop videos such as: Basketball, Gang culture and baggy clothing, the 'hood' and low rider cars.
Videos later started to feature women in skimpy clothing and this convention became even more exaggerated to feature yachts and other emblems of financial excess.
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?
Music videos are important in marketing and promotion of music artists because it provides another platform for audiences to view the song. Music videos provide a visual representation of what the artist is trying to communicate and helps bring their song and lyrics to life. Music videos are essential in a way as artists earn money from each and every view a video gets as well as people being encouraged to go buy the song or album or merchandise which helps the artist become even more successful.
Music videos sell products for example the song featured in the video. It also sells products such as: the album, film, tour and merchandise.
2) How has the digital age changed the production and distribution of music videos?
Before the digital age, audiences were given full access to the product. The song was available at specific times in places approved by the record company such as on weekly TV chart countdown shows like Top of the Pops (1964-2006,BBC). However, the development of new technologies meant that music videos and songs were widely available at any time. Videos could be uploaded to websites such as Youtube and viewed on different devices such as phones or laptop when ever and where ever the audiences felt like it.
Development of technologies led to new platforms for videos to be consumed for free, this meant that people would be less inclined to buy a physical copy of a song.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
In America, three major companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI) are behind VEVO: a video hosting site specifically for music videos.
4) What are the key conventions of a music video?
Music videos encourage viewers to purchase the copy of the song deatured and other products associated with the artist. Movement is essential to music videos and complements the song. Movement can be the camera movement or the people dancing and moving around. Movement create a sense of excitement for the viewer. Rapid editing complements the dancing and the use of flashing lighting.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
The narrative may relate to the songs lyrics and illustrate what is being said. For example, 'I was a Teenage Anarchist' by Against Me! has a loose narrative which links to the lyrics. A young man is featured running away while the police are chasing him which suggests that he is a rebel. Other videos have much more explicit narratives that are more closely linked to the lyrics for example 'Dilemma' by Nelly ft Kelly Rowland.
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?
References can also be obscured allowing the audience to feel the pleasure when they recognise the reference. For example, the video by for My Chemical Romance's 'Teenagers' features alternative cheerleaders which is reminiscent on the cheerleaders in the video for 'Smells like teen spirit' by Nirvana.
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:
Bad Blood by Taylor Swift:
The lyrics suggests that Taylor had an argument with someone and can'y forgive them as in the song she says 'I don't think we can solve them' and 'band aids don'f fix bullet holes' which hints that she is holding a grudge against someone. The lyrics don't really match the visual story line since it has more of a war concept. Bad Blood features many other famous figures other than Taylor her self which diverts the audiences attention from Taylor. Taylor Swift is seen to be lip syncing which regains the audiences focus back on to her. The character of Taylor can be linked to the character of Britney Spears in her music video Toxic. They both wear similar clothing as well as make up that portrays them as quite angry. However, Britney Spears is portrayed in a more sexual way where as Taylor is seen as a powerful women. Both videos can be linked as they are both riding motorbikes in their videos.
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 features these conventions: low-rider cars, the hood, basketball courts and gang colours. The video was set in South Central Los Angeles, an area that is synonymous with early gangsta rap acts.
This video features conventions that is commonly associated with gangsta rap and hip hop videos such as: Basketball, Gang culture and baggy clothing, the 'hood' and low rider cars.
Videos later started to feature women in skimpy clothing and this convention became even more exaggerated to feature yachts and other emblems of financial excess.
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?
Music videos are important in marketing and promotion of music artists because it provides another platform for audiences to view the song. Music videos provide a visual representation of what the artist is trying to communicate and helps bring their song and lyrics to life. Music videos are essential in a way as artists earn money from each and every view a video gets as well as people being encouraged to go buy the song or album or merchandise which helps the artist become even more successful.
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