Music Video: Introduction

 Music Video introduction blog task

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?

The main purpose of a music video is to promote and sell a product: most obviously, the song itself.

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

The rise of new media technologies has made music videos and the songs they feature are much more accessible. Videos can now be uploaded to platforms like YouTube and watched anytime, anywhere on portable devices like smartphones and iPods, giving audiences instant and constant access.

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 launched VEVO, a platform specifically designed for hosting music videos. It was created to give music videos a dedicated space online, helping to promote artists and generate revenue through advertising.

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

Key conventions of music videos often include movement, a storyline (narrative), the presence of the band or artist, and lip-syncing.

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

A narrative in a music video can help tell a story that connects with the song’s lyrics, visually bringing the meaning to life. For example, “I Was a Teenage Anarchist” by Against Me! uses a loose storyline that ties in with the themes of rebellion in the lyrics.

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

The factsheet mentions that Blink 182’s video for “All the Small Things” references and parodies other famous music videos, like Backstreet Boys’ “I Want It That Way” and Christina Aguilera’s “Genie in a Bottle,” by copying specific scenes.

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

Audiences enjoy intertextuality because it gives them a sense of satisfaction when they spot and understand the references, offering deeper layers of meaning and a richer experience.

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) 

  “Bad Blood” by Taylor Swift — lots of fast-paced movement, clear narrative of betrayal and revenge, and heavy artist presence.

• Intertextuality 

  “Telephone” by Lady Gaga and Beyoncé — references to Kill Bill and Quentin Tarantino’s film style.

• Representation 

  “This is America” by Childish Gambino — challenges and critiques the representation of violence, race, and culture in America.

• Audience 

  “Old Town Road” by Lil Nas X — targets a young, internet-savvy audience through memes, viral content, and playful cross-genre appeal.

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?

This video helped shape the style of many future hip-hop videos, using low-angle shots and close-ups to present the artist as powerful and dominant. These shots make the artist seem larger-than-life, almost heroic, from the audience’s perspective. There’s also lots of smooth panning and tracking to match the song’s rhythm, and props like guns are used to reflect themes common in hip-hop culture.

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 aren’t as essential as they used to be for an artist’s success. A lot of people now mainly focus on the song itself, often just listening through streaming services without even watching the video. I think artists can still be hugely successful without putting out a music video — it’s more about the music and how it connects with audiences.