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 purpose of a music video is to sell a product, such as an album or merch.

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

The digital age has effected this due to music products now being widely and easily accessible, therefore people are less inclined to buy physical copies of a song, previously a huge cut of the profit.

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

Universal, sony and warner music record labels created a joint studio as a venture to gain monopoly over the new market of high quality music videos in 2009, particularily due to the rise of youtube.

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

Key conventioms of a music video are movement theough camerawork or the subject, a narrative relating to the lyrics, lip-syncing, using a band, deep intertwxtuality to pay respects to other popular producers and genre conventions.

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

A narrative can be used in a music video to relate to the genre or illustrate an independent story, for example, ‘I was a teenage Anarchist by Against Me!’ following the protagonist being an anarchist and running from the police and institutional power.

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

There are examples such as in ‘All the small things bu Blink 182’ references pop artists visual style such as Back Street Boys and Christina Aguilera.

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

Audiences enjoy intertextual references due to the familiarity aspect of it, especially when references are kore obsucure and esoteric, it adds to the pleasure of revognising the reference.

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)
• Intertextuality
• Representation
• Audience

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?



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.