Introduction to Music Videos
1) What is the purpose of a music video?
- To sell products like the song, the album, related merchandise, concerts, and sometimes films
- To allow the audience full access to the song while promoting it
2) How has the digital age changed the production and distribution of music videos?
- Music videos are easily accessible online anytime, through sites like YouTube
- It reduced the need to buy CDs and vinyls since people could hear songs for free
- Record companies now upload official videos to platforms and provide legal ways for audiences to download them
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
- VEVO is a video hosting site made specifically for music videos; it was created to officially host videos, control distribution, and earn advertising revenue
4) What are the key conventions of a music video?
- movement
- narrative
- band / artist
- intertextuality
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can either match the song lyrics or tell a different story; it's all meant to accompany/compliment the video
6) What examples are provided in the factsheet for intertextuality in music videos?
- Blink 182 - All the Small Things: it copies scenes from Backstreet Boys and Christina Aguilera videos
- My Chemical Romance - Teenagers: it uses cheerleaders, which is reminiscent of Smells Like Teen Spirit
7) Why do audiences enjoy intertextual references in media products?
Recognizing references gives audiences pleasure and a sense of reward and it builds a connection between the viewer and the video.
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)
Dua Lipa – "Don't Start Now" - Heavy movement with dance, clear narrative of independence, featuring Dua prominently
Intertextuality
Taylor Swift – "Look What You Made Me Do" - Allusions to her past videos and media controversies
Representation
Lil Nas X – "Montero (Call Me By Your Name)" - Represents LGBTQ+ themes to audiences and challenges stereotypes
Audience
Olivia Rodrigo – "drivers license" - Targets teenagers + young adults dealing with emotional breakups
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.
I think music videos are still important, but they've definitely taken a back seat as of late. As it stands, lots of people still view and look at music videos, and they're definitely a source of a band/artist's success, but they aren't as mainstream as they were nowadays. This is probably thanks to the rise of social media, specifically TikTok, where people tend to make their own "music video", as audiences tend to dance to the songs that are mainstream.
Comments
Post a Comment