Music Video introduction: blog task

 Media Factsheet #69: Music Video -

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.

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

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.

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.

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

Movement is essential to music video and usually complements the rhythm of the song.

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. Making references to the genre in general and to other music videos - intertextuality. It features the band or artist as they are also a product to be sold.

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

I Was a Teenage Anarchist by Against Me! - 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’.

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

Blink-182 All the small things referencing Christina Aguilera Genie in a bottle.

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

8) Kendrick Lamar - HUMBLE

• Conventions (movement/narrative/artist) - There isn't much of a narrative to this MV, it's just mostly loads of symbolism that touch on themes of humility and authenticity. For example, Kendrick is seen lying on a bed of counterfeit money.
• Intertextuality - This MV has a lot of religious imagery. He references 'The Last Supper' by Leonardo de Vinci. 
• Representation - Kendrick critiques the use of photoshop, showcasing a woman with stretch marks, challenging unrealistic body standards.  This is promoting body positivity. Some viewers might argue that representation of a light skin woman fails to represent the diversity of black women.
• Audience - fans of hip-hop and contemporary music, especially those on socially conscious topics would resonate with this MV. The videos critique of materialism would resonate with audiences critical of consumer culture.

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 influences future hip-hop by promoting authenticity, to portray genuine experiences. As well as, highlighting the importance of storytelling. It emphasises the community, and holds connection to their individual roots.

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.

I think music videos are still important to an artist, because it gives the audience a clear understanding of the artist themselves.. It is a easy way to attract audiences towards an artist's music. I think an artists art is incomplete without a music video to enhance the listeners/viewers experience.