Music Video: An Introduction

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. However, other connected products are also marketed by a music video. For example, the
album the song is featured on, the film the song is part of the soundtrack for, an upcoming tour by the artist and merchandise like t-shirts.


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. The song was only available at specified times in places which were approved of by the record company, such as on weekly television chart countdown shows like Top of the Pops (1964 – 2006, BBC). However, the development of new media technologies meant that music videos, and the songs along with them, were more widely available at any time. 


3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
In America three major record companies, Sony music entertainment, Universal music group and Abu Dhabi media have launched VEVO. VEVO is a video hosting site specifically made for music videos. 


4) What are the key conventions of a music video?
Movement
A band or artist
Lip-syncing 
Narratives
Intertextuality

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
A music video may have a 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. 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’.


6) What examples are provided in the factsheet for intertextuality in music videos?
 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?
References can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize the reference.


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)

There isn't really a narrative to this video however its mostly based on a performance element. You see Ed sheeren and Justin Bieber switching to different location and changing costumes to match the setting.  

• Intertextuality

This music video has a lot of reference to a romantic genre since the lyrics describe a a boy not wanting to be a at a party only if a particular girl is invited. 

• Representation

 Artists are white american and white british, this subverts white british and american stereotypes as they are portrayed as heroic however, in this music video we see a  guy highly emotional over a girl .

• Audience

Audience will enjoy this music video as it touches alot on personal identity since a true scenario could be reflected through this. On the whole, audience would be engage since it has a performance element to it. 

• Institution

9) Watch the video for Ice Cube's style="background-color: white; color: #222222; font-family: "Trebuchet MS", sans-serif; font-size: 13.2px;">It Was A Good Day (1993). How did this video set the conventions for later hip-hop music videos?
The typical conventions of what made a hip hop music video were set with this video e.g. a low rider, gang culter, baggy clothes etc.