Music Video: Introduction

Music Video introduction

This week's work requires Media Factsheet #69: Music Video. Read the factsheet and answer the following 10 questions:

1) What is the purpose of a music video?

The main purpose of a music video is to promote the song and the artist so more people listen to it or buy it. It also helps build the artist’s image and brand and can advertise things like clothes or lifestyle. At the same time it entertains the audience.

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

The digital age changed the production and distribution of music videos because they can be uploaded online and watched anywhere, anytime instead of just on TV. Platforms like YouTube make them more accessible to a global audience. It’s also cheaper and easier to produce videos now, so even smaller artists can upload their own content.

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

The three major record labels are Sony Music Entertainment, Universal Music Group and Abu dhabi Media. VEVO is a music video hosting service that was created so record companies could control the distribution of their videos and make money from them, especially on YouTube.

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

Music videos usually include performance (lip syncing), narrative, and fast editing. There are often close-ups of the artist, and the visuals are edited to match the beat of the music. Conventions can also vary depending on the genre.

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

A music video may have a narrative where the storyline relates to the lyrics and illustrates what is being said, or it may tell a separate story. For example, I Was a Teenage Anarchist by Against Me! which features a narrative of a young man running along the beach trying to avoid the police who are chasing him, which indicates that he is a rebel or ‘anarchist’ which links to the song’s lyrics.

Anarchist by Against Me! features a loose narrative which links to the song’s lyrics.

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

 Intertextuality in this case is when the music video would often reference other media texts. For example,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. Another example provided is 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?

Audiences enjoy intertextuality because they can recognise the references, which makes the video more enjoyable. It also helps the audience feel more involved and can add extra meaning.

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:

NO TEARS LEFT TO CRY - ARIANA GRANDE

• Conventions (movement/narrative/artist) - The video mixes performance and abstract narrative, with Ariana lip syncing while moving through different settings. The camera movement and editing match the beat, which is a key convention.
• Intertextuality - The visuals (like gravity-defying scenes) link to surreal/sci-fi film styles showing clear inspiration from other media.
• Representation - Ariana is represented as strong and emotional but also recovering, showing resilience after difficult experiences.
• Audience - The video appeals to a young audience, offering escapism and emotional connection, which links to Uses & Gratifications (diversion + personal identity).

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?

It Was A Good Day shows everyday life in an urban area, including neighbourhood settings, cars and friends. This helped set conventions for hip-hop videos, as later videos also show street culture, lifestyle and realism, which became common of the genre.

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 are still useful for promoting artists, but I don’t think they’re essential anymore. They help build an artist’s image and make songs more memorable, like when artists such as Ariana Grande use visuals to add style or meaning to a track, which can help it stand out and get shared online. However, a lot of songs now go viral without a music video, especially through TikTok and streaming platforms where short clips and trends drive most of the popularity. Overall, music videos are a good marketing tool, but they’re not necessary for success today because artists can still become popular through social media and streaming alone.