Music Video introduction blog task


This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 questions:

1) What is the purpose of a music video?

The purpose of a music video is to sell products, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling. When a music video is shown, the audience is able to hear the song the video is for so they are ‘getting’ the product that is being promoted.

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.

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 (along with content licensed by EMI), have also launched Vevo, a video hosting site specifically for music videos.

4) What are the key conventions of a music video?

movement , narrative , lip syncing , band or artist.

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

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

This was an example in the factsheet: 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?

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 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?

10) How important do you think music videos are in the marketing and promotion of music artists in 2021? Are music videos still essential to a band or artist's success? You need to form your own opinion here.

In a world today most people use Spotify and Apple music so people may argue they are not essential however, i still enjoy and appreciate a music video as i feel like the artist is telling me a story.

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