Music Video Introduction

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.

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

However, 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, there were 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.

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

-Movement

-Narrative

-Band/artist

-Lip-syncing 

-Intertextuality 

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. 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’. Other videos have much more explicit narratives which are more closely linked to the song’s lyrics, such as Dilemma by Nelly featuring Kelly Rowland which shows a girl moving into a house as Nelly sings: “I met this chick and she just moved right up the block.”

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. 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?

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 for each of the following headings and explain how each one links to the heading:

• Conventions (movement/narrative/artist)
• Intertextuality
• Representation
• Audience

https://www.youtube.com/watch?v=8xg3vE8Ie_E    Taylor Swift- Love Story

Conventions: 

In the music video we see mainly two focuses, Taylor Swift creating a performance by lip-syncing to her song whilst standing on the balcony dressed in an old-fashioned dress representing the Renaissance time period and Taylor Swift and the actor who plays her love interest dancing, sneaking out in the garden etc. The narrative follows Taylor Swift as she falls in love with 'Romeo' and presents how her love was forbidden due to them sneaking out and meeting in a garden at night along with Taylor Swift waiting at her balcony for Romeo to show which he does at the end and it ends as a happy ending. 

Intertextuality:

In this music video it's clear the intertextual link is to 'Romeo & Juliet' which is evident through the lyrics she is singing as well as the mise-en-scene of the costumes, the balcony and the ballroom. During the balcony scene, we see Taylor Swift playing as Juliet waiting on the balcony for Romeo in her gown which references the actual scene in 'Romeo & Juliet'. 

Representation:

The representation of women in this music video portrays a more traditional representation, this is shown by Taylor Swift waiting on the balcony for Romeo which presents her as a damsel in distress who's waiting for her hero, rather than an independent, strong woman, Taylor Swift is presented as incapable from running away from her family without her male counterpart/love interest. 

Audience:

The target audience for this music video is probably teenage/young girls and fans of literature/films such as Romeo & Juliet. This is because many teenage girls dream of being able to meet their lover and share a similar love story like portrayed in the music video. In addition fans of Romeo & Juliet may enjoy this music video as it features intertextuality from the exact film therefore fans may feel a sense of nostalgia and closeness with this type of music video. 

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?

Ice Cube's It Was a Good Day features many of the conventions we associate with gangster rap and hip-hop. Gang culture and baggy clothing was an aspect of hip-hop/rap videos. We see police cars circling their area, playing basketball which is to portray hood life back then. 

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.

In my opinion, music videos are a very good way for an artist to promote itself, however I wouldn't say they are essential to an artist's success as an artist could make very good music however not produce a music video. But I would say it's very good for an artist to produce an music video as that's the best way it could go viral.