Music Video introduction blog task

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. However, other connected products are also marketed by a music video. For example, the album the song is featured on, the film the song is part of the soundtrack for, an upcoming tour by the artist and merchandise like t-shirts.

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

Most record companies now allow their artists’ music videos to be online but under controlled conditions. For example, Sony BMG has a YouTube channel which hosts their artists’ videos and offers links to iTunes so that songs can be downloaded legally. Individual artists also have their own YouTube channels.

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

In America, three major record companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI), have also launched Vevo, 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 critical conventions of a music video?

Movement

Narrative

Band/artist feature

Lip-syncing

Intertextuality

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

"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 to avoid the police chasing him, indicating that he is a rebel or ‘anarchist’.

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

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.

The video for My Chemical Romance’s "Teenagers" features ‘alternative’ cheerleaders, which is reminiscent of the cheerleaders in the video for "Smells Like Teen Spirit" by Nirvana.

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

Because it makes them feel pleasure

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:

"Billie Jean" by Michael Jackson

Conventions (movement/narrative/artist)

The use of synchronised group dancing and intricate footwork adds to the visual appeal and showcases Jackson's exceptional talent as a performer.

The music video tells a story that complements the song's lyrics. It revolves around a mysterious woman who claims that Jackson is the father of her child. This narrative adds a dramatic element to the video, enhancing its overall impact.

The video prominently features Michael Jackson as the central figure. He is showcased as a dynamic performer, highlighting his skills as a singer, dancer, and entertainer. The video capitalises on Jackson's star power by focusing on close-ups of his face and showcasing his charisma and stage presence.

Intertextuality

"Billie Jean" references Michael Jackson's own life and experiences. Although the song's lyrics are not autobiographical, the music video incorporates elements that allude to Jackson's encounters with fame, rumours, and media scrutiny.

Representation

The music video features diverse representations of people. It includes individuals from different racial backgrounds as dancers, emphasising inclusivity and celebrating diversity. Jackson himself was a significant representation as a Black artist who achieved global success, breaking down barriers in the music industry.

Audience

"Billie Jean" appealed to a wide audience, as it showcased Jackson's crossover appeal and ability to transcend cultural boundaries. The video's narrative and visuals captured the attention of both mainstream audiences and dedicated music video viewers, contributing to its widespread popularity and impact. The target audience would most likely be black people looking for black role models in the music industry, but Michael's music pretty much appealed to everyone.

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?

Authentic representation: The video depicted a day in the life of Ice Cube in South Central Los Angeles, showcasing the neighbourhood and its culture. This emphasis on authenticity and real-life experiences became a recurring theme in hip-hop videos, where artists often aimed to depict their own backgrounds and communities.

Narrative storytelling: "It Was A Good Day" told a story through its visuals, following Ice Cube's experiences throughout the day. This narrative approach became more prevalent in hip-hop videos, with artists using storytelling techniques to engage viewers and enhance the meaning of their songs.

Location-based visuals: The video extensively showcased the specific locations and landmarks of South Central Los Angeles, giving viewers a sense of the environment and lifestyle. This trend of highlighting specific neighbourhoods or cities in hip-hop videos became popular, with artists often paying homage to their roots or representing their hometowns.

Celebratory and laid-back atmosphere: The video portrayed a relaxed and joyful atmosphere, capturing the essence of a "good day." This positive vibe influenced later hip-hop videos, where artists frequently sought to portray celebratory moments, success, and a carefree attitude.

Performance shots and group dynamics: The video featured Ice Cube performing the song with a group of friends, engaging in activities like basketball and BBQ. This focus on performance shots and group dynamics within a community setting became a common trope in hip-hop videos, as artists often showcased their crew or entourage, emphasising unity and camaraderie.

Symbolism and metaphorical imagery: "It Was A Good Day" incorporated several symbolic and metaphorical visuals, such as the melting ice cube at the beginning and the representation of a good day's events. This use of symbolism and metaphorical imagery to convey deeper meanings or messages became prevalent in hip-hop videos, adding layers of interpretation to the visuals.

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.

Music videos aren't that important in order to promote music nowadays. In the past, music videos were used to promote the song itself and get people to purchase it. People would see the music video on a TV channel such as MTV, and if they liked the song enough, they could buy it. However, most music nowadays can be streamed online for free at any time. Music videos nowadays are still shown on TV channels, but these obtain far less exposure compared to when the internet didn't exist. I personally believe that the only benefit to a music video is the exposure it gets when uploaded to YouTube. People prefer seeing a music video when watching a song on YouTube, rather than a static image/lyric video.