Music Video: An introduction

1) What is the purpose of a music video?
A music video is a message to the audience which is meant to entertain. The main purpose of a music video is to promote artists and promote brands. But it's mainly to promote the track. A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes.

2) How has the digital age changed the production and distribution of music videos?
The digital age has made it easier to create and produce music videos. The rise of social media allows anyone to make a music video using only their phone. Easy access to the internet allow anyone to upload and distribute their video. Because of this, more low budget videos can be created opening opportunity to more people.

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
Universal Music Group, Sony and Warner Music. The purpose behind Vevo was to create a streaming service for music videos in order to attract more high end advertisers. They also generate revenue through displaying links of viewed songs on apple music and ITunes for the viewer to purchase the song.

4) What are the key conventions of a music video?
Music videos usually include a range of shots from long shots, mid shots and close ups. Long and mid shots are usually used to emphasise the scenery in which the artist is in. Closeups are used to show emotion of the artist and is usually used in certain timing with the music which can be in a form of lip syncing. Depending on what type of video it is, there would be handheld camera movements or dolly shots to create an effect. Lots of jump cuts and dissolves are also used as music videos are typically fast oaced and have alot of editing.

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 help the viewer understamd thte lyrics better. An example of this is T.I.’s “Warzone”. The narrative in the video is a visual representation of what he is rapping about. If the viewer doesnt particularly hear certain lyrics, they will see it on video.

6) What examples are provided in the factsheet for intertextuality in music videos?
Paramore's - Decode uses actual scenes from the movie Twilight in it's music video, the lyrics also reference to the events in the movie. Also My Chemical Romance's; Teenagers has cheerleaders which are purposely made to be reminiscent of the cheerleaders in the video Smells Like Teen Spirit by Nirvana ,which is pleasurable for people who notice it.

7) Why do audiences enjoy intertextual references in media products?
The reminder to audiences that we are in a media saturated world gives them pleasure of recognition making them feel part of a group and relateable. They may see a reference to their favourite film, TV show or video game and seeing it incorporated im another media text makes the audience feel a connection of interest with the producers, artists etc.

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:

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

Yxng Bane's "Diamonds" music video has many traditional music video conventions such as the jump cuts and camera movements. The narrative is set within a music studio, which can be inferred from the audience as a montage of the day the song was recorded. The artist shows off the females that are accompanying him and also the drugs and alcohol they consume which is a typical convention of urban music. It also has an inter textual reference to the 90s as the camera quality is similar to that decade. This will give audiences over the age of 18 a pleasure as some people will remember watching TV in that era. This also a homage to the time the artists grew up.

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 use of "the hood" in his music video inspired most other artists to use their own neighbourhood in their videos. The lowrider car has also become a classic convention for hip-hop music videos in the US. 

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?
A music video can be influential in the success of a music video because if the video is memorable then it will reach a wide audience. In some cases, a song is successful because of the video rather than the music itself.