introduction to music video

Music Video: An introduction

Our next topic is Music Video - with two brilliant Close-Study Products.

Music video is a targeted CSP which means we need to focus on media language and representation. The CSPs are Common's Letter to the Free and Michael Jackson's classic Billie Jean so we'll also be looking at the representation of race and ethnicity and incorporating post-colonial theory.

An introduction to Music Video

Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.

Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.

Intertextuality

Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.

Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.

Notable examples of intertextual music videos:

 

Music Video introduction blog task

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #69: Music Video. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets - you'll need to save the factsheet to USB or email it to yourself in order to complete this at home. Read the factsheet and answer the following 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.

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

the digital producttion and idtribution allowed music to be avaliable at all times as before their were ecrtain times wherre the music was being played in  the television and radio but howeveer now it has changed and is avaaliable wheneveer we want to access it.

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

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

Th key conventions of music video is movement- perfomance,intertexuatility and narrative.

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 a music video as the lyrics can be very similar to the st=ory that they are showing for example shiro's story by rapman.

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

 examples-The Blink 182 video for All the Small Things makes references to videos by pop artists such as Backstreet Boys (I Want it That Way) and Christina Aguilera (Genie in a Bottle) by directly copying scenes7) Why do audiences enjoy intertextual references in media products?

This is because the audiences can very easily connect to the way they are showing the music video  and they feel very pleasured when they see themselves being represented in a music video.8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice and write your own analysis using the following headings:

• Conventions (movement/narrative/artist)narrative showing how to best friends had a fight with each other because one of them cheated on with the shiro's girlfriend. movement-singing/lip syicining  involved by the singer rapman
• Intertextuality-this is very much similar to power
• Representation- they represent the people living in London represent the dark streets of London full of crime and danger.
• Audience-the young adults and teenagers are the audience that they have targeted this in as this is in you tube and it is a music song which is created by rapman.

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 in 2018? Are music videos essential to a band or artist's success?

music videos are very much important to a artist because these music videos are representing the artist's work and what he stands for which means it shows the personality of the artist.