1) What is the purpose of a music video?
To sell products and the song which features in the music video.
2) How has the digital age changed the production and distribution of music videos?
They have become more easily accessible and can get a lot more coverage as social media is free. Production is a lot quicker and therefore more music videos are being made.
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 Music Group. It is supposed to be a joint initiative to create YouTube music videos for the UK. They make their money from advertising and royalties.
4) What are the key conventions of a music video?
Movement, a narrative, the artist/s and sometimes intertextuality.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can be used to tell a story that is close to the artists heart or just a gripping story to couple the music well.
In Avicii's Levels, we see how a typical office worker gets admitted to a hospital with an infectious disease (not COVID-19) and then when he wakes up he has infected all the hospital workers with a dancing virus. Strange but good.
6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 - All the small things
Christina Aguilera - Genie in a bottle
7) Why do audiences enjoy intertextual references in media products?
It could provide nostalgia from their past, they could find a personal relationship with them or see them reflected with that intertextuality.
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:
Music Video - please don't ask how I found this...
- Conventions (movement/narrative/artist)
There is movement everywhere, with a narrative about these fans who are so dedicated to an athlete, they've made a music video about him. The video features the artists in quite orange clothing. The use of go-karts enhances the movement as well as the pounding, fast beat which is very prominent.
- Intertextuality
It refers to a driver of course and then wearing the team apparel makes it more obvious that they are in TOTAL support of. They also use the Dutch flag.
- Representation
This video represents the Dutch as quite passionate and loyal to their local fanbase. They also represent how F1 fans support their fans through the form of music. The video only features men which could pose the question, do women have enough say in sport fanbases?
- Audience
They are making this to please F1 fans and the audience also feel a sense of nostalgia when they see the f1 cars and logos. Dutch people can see themselves reflected in this as they see their flag.
- Institution
They are singing about a sport, so there aren't really any conventions. The artists are wearing merch, not theirs but have linked their iTunes song in the description.
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?
It has a tracking shot, which is featured in most hip-hop videos. It has cars, death, money and a narrative. The police at the end also show that there is a hint of crime here too. Movement is also very prominent here with the narrative this follows.
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 music videos are a great way to interact with fans as it gives them a chance to consume and purchase their products. Videos are a good way to promote merch as well because it would be seen by their fans. I think music videos are a good way to make a breakthrough in the music industry as they can feature dances or famous characters. Music videos like PSY's Gangnam Style have that famous dance which is only famous because there was a video. Videos give a chance to let the fans see the artists creativity.
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