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 purpose of a music video is to promote the artist and the song or album. They use Music videos as it provides a narrative or entertainment to the audience. It is an audience pleasure. 

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

The digital age has completely changed the landscape of music promotion and music videos. Before Web 2.0 the internet was only used to read information such as articles. However after the release of Web 2.0 Websites such as YouTube in 2005 and Twitter in 2006 People were now able to watch user generated content. This meant that the cost of entry into video creation was exponentially lowered and almost anyone with a camera and a computer can upload their own music videos or videos. 

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

The three major record labels were Sony Music Entertainment 

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

Some key conventions of music video are link between music and the video itself e.g. video could be a story based on the lyrics. Genre characteristics things that are typical in a certain genre of music for instance such as pop there are many music videos with a stage and a microphone. Another convention of a music video is intertextuality from the culture at the time.

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

Narrative is widely used in music video, For instance in Taylor Swifts' Bad blood the narrative is a friendship gone sour and they end up fighting in a very superhero film Esq. way they have whole teams fighting it out.

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

In the factsheet they mentions Blink 182 -All the Small Things as it makes references to Back Street Boys' I Want it That Way and Christina Aguilera's Genie in a Bottle as they take whole scenes from them.

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

Audiences enjoy intertextual references as it makes them feel like they found an easter egg when they see a reference from something that they recognise.

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

In Olivia Rodrigo's Obsessed music video we can see some stereotypical pop music video conventions as we can see her doing a performance scene with the band behind her. The music video links with the lyrics. One the lyrics in particular where Olivia says 'the life of every fucking party' an award is shown  that says that on it. The narrative for this music video is that she is in a room fulled with the partners exes and she thinks that they are all better than her. It is a pageant contest to see whose the best partner for her current partner. She goes into deeper meaning in the lyrics. The ribbons and pageant outfits could be intertextuality. Similar themes can be seen with movies based around beauty pageants such as drop dead gorgeous and the great American beauty contest. in this Video Olivia can be seen representing the 'insecure female' role as she consistently believes that she isn't good enough and has anxiety over it. The target audience would be teenage girls/young people.

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 was one of the earlier rap/underground music videos. It created the conventions and the trend of wearing bandannas and videoing the area that you are from and quote on quote 'reping your block'




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 i believe that music videos are extremely important and essential for artist as they give them a 'product ' to promote and hope big companies like your stuff and will take you in. additionally they are here to provide pleasure for their fans it also creates a brand image.