Music Video introduction blog task

Music Video introduction blog task

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?

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.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.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.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?

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 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?

In America, three major record companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI), 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?

The purpose of a music video is to encourage viewers to purchase a copy of the song featured and other products associated with the artist. Movement is essential to music video and usually complements the
rhythm of the song. 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. Music video is such a well established genre that it is possible for producers to play with the conventions by making references to
the genre in general and to other music videos. This is called 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?

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.

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:

SL - FWA Boss (Official Music Video)

SL is a 17 year old rapper who is signed with the following record labels: Resopal Schallware, HH Records, SL, SL MUSIC. The music video covers typical music video conventions such as lip syncing, performance element. The music video also has a clear narrative which is that: There is a female character who looks innocent in the beginning however, she pulls out a gun and shoots a male character who is sitting on the car. She then sees her main targets with the briefcase she is looking for, she uses a sniper to shoot them one by one. The female character then goes onto walking casually and then suddenly stabbing another female in the stomach. She finally delivers the briefcase to the artist (SL) who is also a actor in the music video. The target audience for the type of music SL creates ranges from 15-24.

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?

 

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?