Music Video: Introduction


Music Video introduction blog task


1) What is the purpose of a music video?

 The purpose of a music video is sell products for the artists to their audience however it can be seen as a marketing strategy to sell other things such as the song is linked to an upcoming album which is linked to a tour and which they will sell merchandise.

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

 The digital age has changed the production and distribution of music videos as before you could only available in specific places such as "Top of the pops" however now with new technology and platforms such as YouTube people can watch music videos of their favourite artists anytime.

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

 The three major record labels which are behind the creation of VEVO would be Sony music entertainment, Universal music group and Abu Dhabi media. VEVO is a site made for music videos that their audiences can watch. 

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

 The key conventions of a music video are;

 - Movement (fast-paced editing with actors)
- Performance element 
- Narrative 
- Visual effects 
- Intertextuality 
- Lip-synching 

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

 Narrative can be used in a music video to create meaning and intertextuality involved with the lyrics it also creates "Synergy" for audiences to interact with. 
An example would be "I was a teenage anarchist" by Against Me. This music video contains a narrative that a protagonist is running around in venice beach to get away from the police being he is a "rebel". 

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

 The examples provided for intertextuality in music videos are 
Red Hot Chill Peppers - Californication 
Blink 182 - All the small things 
Christina Aguilera - Genie in a bottle 

7) Why do audiences enjoy intertextual references in media products?

 Audiences enjoy intertexual references in media products because it gives pleasure to the audience as they know what is going on. References can be "Esoteric or Obscure". 

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:

 The music video = Katy Perry, Last Friday night (TGIF)

  • Conventions (movement/narrative/artist)
- The narrative of this music video fits with the music which creates "synergy" for the audience to enjoy. The artist "Katy" has just woken up from a party she had yesterday and has a hangover and thus whole music video flashbacks to that "Friday night" meaning its Saturday and she has to come to terms with what happened last night. 

  • Intertextuality
- The intertextuality is referred to with the start if the music video as soon as the music is played which reads "Theres a stranger in my bed" and the protagonist wakes up with a man sleeping next to her. This video has many links to the lyrics which makes it more engaging.
  • Representation
- The representation for this music video would a bunch of teenagers having a party and it getting out if hand. However the protagonist is firstly doing her own thing before she is invited to the party and completely changes so that the boy she likes notices her which he does.
  • Audience
- The audience for this music video would be her fans would be teenagers as her music is about things that she has went through and people can relate but this music video would be for the demographic of 16-19 year olds as there is alcohol present and references to sexuality.

  • Institution
- 

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 music video set the conventions for later hip-hop because of the mise-en-scene shown form the beats and the lyrics which reflect their personal experiences. The setting is of a neighbourhood which is constructed to be the protagonist house. The lyrics fit with each scene to create "synergy". It uses slow paced editing because it fits with the rhythm of the beat and lyrics which is now relevant to hiphop music videos today.

Final question - your own opinion

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?

 I think that music videos important for marketing and promotion for artists because it gives a creative platform for the artists so that their audience can understand what they're into. Yes, music videos are essential to a artists or bands success as the music video is what will capture the audiences to understand them individually. 

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