Music Video Introduction blog tasks

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?

"To sell products, the most obvious of which is the song featured in the video."

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

"It 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, 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?

"Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. Vevo is a video hosting site specifically for music videos. The content of Vevo is syndicated to Youtube in the UK with Youtube and Google receiving a shore of advertising revenue for directing users to the official versions of music videos rather than those uploaded by a third party."

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

"Movement, narrative, band or 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. Example: I Was a Teenage Anarchist."

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

"That the Blink 182 video for All the Small Things makes references to videos by pop artists such as Back Street Boys and Christina Aguilera By copying scenes."

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

Because it allows 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?



Nowadays in hip-hop music videos costumes often up to trends. In addition, modern music videos usually include cuts to the artist lip syncing to the song, and  cuts to the narrative of the song just like in Ice Cube's music video. 

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?

In my opinion, I don't think music videos are that important in promoting music artists, this is because nowadays people don't watch music videos as often as before and they look for music they enjoy more rather than music videos that are produced well or contain intertextuality. 

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