Music Video introduction
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?
The concept of music videos used to be shown on channels like MTV and Top of the Pops. Nowadays they are shown on youtube and instagram which earns the artist a lot less money directly but ultimately profits from the amount of shares and streams it gets.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
'In America, 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. The content of Vevo is syndicated to YouTube in the UK with YouTube and Google receiving a share 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 is essential to music video and usually complements the rhythm of the song. Movement can be achieved by physically moving the camera, the people in the video moving and dancing or through speed of editing.A music video may have 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. Most music videos feature the band or artist as they are also a product to be sold. The artist may be featured performing their
music, either in the form of lip-syncing or playing instruments in the case of a band. The artist may also be featured but acting rather than performing, or the video may feature a combination of both.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
narrative can be used to portray a message in a song or just a story. People do this to speak to an audience through music as there might be a bigger audience listening to music than to the news. An example would be J Cole's 'Crooked Smile' - the artist dedicated the video to the 7 year old Aiyana Stanley-Jones who was murdered during a house raid by an American police officer. The video shows the similarities of the lives of both a cop and his own, documenting their daily routine and how similar they really are. The video captures the situation of the raid and has a gruelling reenactment of what happened to the child that day. Cole might have done this to bring to peoples attention the injustice and the pure cruelty of the officers actions and how the police are far too entitled in America. From the video we can take how the police can get away with murder which is such a high level of irony that it is shameful that this is real life and the narrative is based on true events.
6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 video for All The Small Things: there are references to other artists such as the Backstreet Boys, and Christina Aguilera's Genie in a Bottle. These references have been made by copying and parodying different scenes from these videos.
7) Why do audiences enjoy intertextual references in media products?
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:
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 uses all the typical conventions for a hip hop music video. There is lip syncing thoughout, and a narrative that reflects the typical life of a working class man living in America. it also highlights the idea of the police and how they are a threat or enemy to those people.
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?
Music videos are the most important part of marketing, in my opinion, because they add to the potential narrative to a song.This therefore adds to an artists image and persona asthey portay their characteror performance throughout the visuals. This gives audiences more to be attached to and more to enjoy which in effect increases their popularity.
'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?
The concept of music videos used to be shown on channels like MTV and Top of the Pops. Nowadays they are shown on youtube and instagram which earns the artist a lot less money directly but ultimately profits from the amount of shares and streams it gets.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
'In America, 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. The content of Vevo is syndicated to YouTube in the UK with YouTube and Google receiving a share 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 is essential to music video and usually complements the rhythm of the song. Movement can be achieved by physically moving the camera, the people in the video moving and dancing or through speed of editing.A music video may have 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. Most music videos feature the band or artist as they are also a product to be sold. The artist may be featured performing their
music, either in the form of lip-syncing or playing instruments in the case of a band. The artist may also be featured but acting rather than performing, or the video may feature a combination of both.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
narrative can be used to portray a message in a song or just a story. People do this to speak to an audience through music as there might be a bigger audience listening to music than to the news. An example would be J Cole's 'Crooked Smile' - the artist dedicated the video to the 7 year old Aiyana Stanley-Jones who was murdered during a house raid by an American police officer. The video shows the similarities of the lives of both a cop and his own, documenting their daily routine and how similar they really are. The video captures the situation of the raid and has a gruelling reenactment of what happened to the child that day. Cole might have done this to bring to peoples attention the injustice and the pure cruelty of the officers actions and how the police are far too entitled in America. From the video we can take how the police can get away with murder which is such a high level of irony that it is shameful that this is real life and the narrative is based on true events.
6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 video for All The Small Things: there are references to other artists such as the Backstreet Boys, and Christina Aguilera's Genie in a Bottle. These references have been made by copying and parodying different scenes from these videos.
7) Why do audiences enjoy intertextual references in media products?
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)
The narrative includes Belly falling in love with Consuela and the party they meet at.
- Intertextuality
The intertextuality can be considered as pastiche as Belly recreates the Jack Black movie Nacho Libre (2006) and doesn't exactly mock it as themovie is already a comedy. There are direct references to the film throughout the video, for example at the very end when Belly/Nacho slaps the corn out of Zacks hand saying 'get that corn out of my face' and the very precisely recreated costumes they change into to match the different scenes.
- Representation
The different representations of the characters don't necessarily have any damaging impact on society as the video is comedic. Therefore, although the Mexican gangs are represented to look intimidating and violent they are arguably shown to be funny and have regular conversations. The women are objectified when the video strays away from the Nacho Libre pastiche as Consuela dances around the two men in tight clothing, but on the other hand the lyrics praise her.
- Audience
The video might be targeted at an audience older than 15 (old enough to understand the movie reference) and people who listen to his type of music and follow his social media platforms. The same type of comedy is used on his instagram- references to memes and jokes about his music and resemblance to Jack Black. E.g:
- Institution
The video was released in 2016 on Belly's VEVO on Youtube.
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 uses all the typical conventions for a hip hop music video. There is lip syncing thoughout, and a narrative that reflects the typical life of a working class man living in America. it also highlights the idea of the police and how they are a threat or enemy to those people.
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?
Music videos are the most important part of marketing, in my opinion, because they add to the potential narrative to a song.This therefore adds to an artists image and persona asthey portay their characteror performance throughout the visuals. This gives audiences more to be attached to and more to enjoy which in effect increases their popularity.
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