Music Video introduction blog task

 Media Factsheet #69: Music Video.

1) What is the purpose of a music video?

The key purpose is to sell products , most importantly the selling of the actual song itself .

2) How has the digital age changed the production and distribution of music videos?

Music videos can now be viewed without payment due to the advances in technology , with applications such as YouTube ,which differs to the past age as it would have commonly of had to been purchased or have been rare .

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

Universal Music Group (UMG), Sony Music Entertainment (SME) and EMI. Vevo was created as a response to YouTube's increasing popularity and dominance in the music video market.

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

1. There is a link between the visuals & lyrics (compliment, contradict or amplify)

2. There is a link between the visuals & music (compliment, contradict or amplify)

3. Have certain genre characteristics

4. Have intertextual references

5. Contain notions of looking (screens within screens, telescopes etc.)

6. Include objectification of females (e.g. male gaze)

7. Include demands of the record label (close ups of lead singer, symbols or motifs associated with the band / singer etc.)

8. Video will be performance, narrative or concept based.

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

Narrative could be used to depict a story line in order to engage viewers or just to have a topic that the music can be played to be based off . Micheal Jackson : Thriller .

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?

It provides audience pleasures as they may have past experiences with the intertextuality and could have built personal relationships .

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:

Bandana-Shubh

• Conventions (movement/narrative/artist) - establishment of the artist with the titles .
• Intertextuality - references to the Latino gangster lifestyle and potentially GTA due to the driving . 
• Representation - Display of Latinos living in america as chill .
• Audience - Song in Punjabi however shot in America .

• 
  
• 
  
• 
  
• 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 music video connotes the visualised gangster lifestyle that would have been popularised by many during this era . The conventions demonstrated were to be later common and would have had a repeated theme in many music videos , to this day .

• 
  
  
  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.
  

I think videos are highly important in all departments of the music industry and allow establishment and exposure for the music . I believe that in the current digital era they are highly essential .