Music Video: Introduction

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 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.

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

The digital age has changed the production and distribution of music video by starting from music videos / songs that are only availabe at specific times in places which were approved of by the record company. For example, on weekly television chart countdown shows like Top of the Pops. Whereas now, the development of new media technologies meant that music videos and songs were more widely available at any time. This means that audiences can listen to music videos in site such as YouTube, where they can listen to them whenever and wherever they wanted.

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

The three major record labels that are behind VEVO are Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. It was created as 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?

The key conventions of a music video are movement, narrative, band or artist, lip-syncing, intertexuality, film soundtrack, setting and direct address. 

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 music videos by using this in the lyrics as a storytelling where it matches the actual video that is being illustrated on screen or a completely different independent stroy by itself. These related to each other which enhances the audience's understanding of the narrative that is being portrayed. For example, I Was a Teenage Anarchist by Against Me.

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

The examples for intertexuality in music videos are Blink 182 video for all All the Small Things makes references to videos by pop artists such as Back Street Boys (I Want it That Way) and Christina Aguilera (Genie in a Bottle) by directly copying scenes.

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

Audiences enjoy intertexuality references in media products as it gives audiences a sense of recognition, intellectual satisfaction (joy of recognition) and experiences.

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:

https://www.youtube.com/watch?v=EN1tMeXQii0

• Conventions (movement/narrative/artist)

-There were movements of camera works such as slow pans, zoom in and out, and establishing shots. There we also a scene where as the beat flows the visual changes to that metal-like liquid bursting. 

-The narrative of the visual, which was two characters in a sapceship, was slightly contrapuntal to the lyrics which was highlighting the idea of 'blind love'.

- Both artists are shown lip-synicng the lyrics, they weren't really performing and the lyrics used a direct address which kind of give the audiences as sense of engaging.

• Intertextuality

-There are intertextual references with the film called Passengers where there were two characters who were only ones awake in a spaceship while in this music video, at the beginning, it highlights that both ZAYN and Jisoo were in a high-tech bed and the only ones who were awake. There's also a sense of sci-fi or space-set narrative.

• Representation

-Both characters were seen as flawless. Jisoo was styled as simple and elegant while ZAYN was styled professionally where both of them wears black. Jisoo was also shown as feminine and ZAYN as masculine as his tattoos were highlighted. Their facial expressions seems to be reinforcing what the lyrics are saying as they both seem to have expressions of seriousness and ethereal reinforcing their 'face card'.

• Audience

-The target audience for this are mostly teenagers as it highlights relationships which are mostly associated with teenagers as they are the ones that tend to focus on relationships. The idea of using Jisoo and ZAYN could also reinforce the idea of the TA being teenagers as they are both from popular groups where audiences are mostly teenagers. 

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 set the conventions for later hip-hop music videos by linking the lyrics to the visual such as when the lyrics said "stop" the red street light was shown in the video as well as when the lyrics said "I pick up the cash" the video showed the character picking up cash from the floor. It showed how the song became more like a rap and the intrument focused more on the beats. Also, it also had a montage of different scenes and narratives. 

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 important in the marketing and promotion today as it gives a sense of creativity as they get to create a visual narrative to reinforce the meaning of the lyrics. Also, in the generation today, I feel like audiences have gotten used to having a music video for a song even if it's jsut simple. I think that music videos are not that essential to a band or artist's success as their songs are the main focus that audiences would want to hear it over and over which helps with the band or artist's success. Furthermore, the idea that the artist should be committed in making the song, where their song should be authentic. However, the idea that it helps showcase the artists visuals could be a reason for their success too.