music video introduction

 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.

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

The development of new media technologies meant that music
videos, and the songs along with them, were more widely available
at any time.

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, have also launched Vevo.
Vevo is 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?

To encourage viewers to purchase a copy of the song featured and other products associated with the artist.

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

The story line should relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story. For example, I Was a Teenage Anarchist by Against Me! features a loose narrative which links to the song’s lyrics. The video features a young man running along Venice Beach trying to avoid the police who are chasing him, indicating that he is a rebel or ‘anarchist’.

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

The way that the Blink 182 video for 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 inter-textual references in media products?

It allows the audience to feel pleasure when they recognise the reference.

8) Read the music video example analysis on page 3 of the fact sheet. 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?





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