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 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.
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 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.
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 means now there is an easier and more accessible tool for them to promote their favourite or just watch them.You can also support them by buying their album or song.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
The three major labels are 'Sony Music Entertainment, Universal Music Group and Abu Dhabi Media'. It was created for 'video hosting site specifically for music videos'.
4) What are the key conventions of a music video?
The key conventions of music video 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 video needs to add something to the experience of hearing the song. One music video that uses narrative could be 'Billie Jean' by Micheal Jackson. It shows the narrative of a celebrity culture and an experience that he went through which was a media scandal.
6) What examples are provided in the factsheet for intertextuality in music videos?
Music video is such a well established genre that it is possible for producers to play with the conventions by making references to the genre in general and to other music videos. Which is called intertextuality.
7) Why do audiences enjoy intertextual references in media products?
This allows the audience to feel pleasure when they recognise the reference. They can feel maybe a personal pleasure withe the character in the music video based on the narrative.
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:
Sabotage by Beastie Boys
10) How important do you think music videos are in the marketing and promotion of music artists in 2019? Are music videos essential to a band or artist's success?
Music videos in 2019 would not be as essential as it would be to be on tour because nowadays the artists do not make a lot of profit from Youtube. I feel like music video would be essential as they will earn some of their money from there and more awareness because of how many people use YouTube. This creates more awareness for the artist themselves opening up a lot of doors for them.
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
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 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.
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 means now there is an easier and more accessible tool for them to promote their favourite or just watch them.You can also support them by buying their album or song.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
The three major labels are 'Sony Music Entertainment, Universal Music Group and Abu Dhabi Media'. It was created for 'video hosting site specifically for music videos'.
4) What are the key conventions of a music video?
The key conventions of music video 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 video needs to add something to the experience of hearing the song. One music video that uses narrative could be 'Billie Jean' by Micheal Jackson. It shows the narrative of a celebrity culture and an experience that he went through which was a media scandal.
6) What examples are provided in the factsheet for intertextuality in music videos?
Music video is such a well established genre that it is possible for producers to play with the conventions by making references to the genre in general and to other music videos. Which is called intertextuality.
7) Why do audiences enjoy intertextual references in media products?
This allows the audience to feel pleasure when they recognise the reference. They can feel maybe a personal pleasure withe the character in the music video based on the narrative.
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:
Sabotage by Beastie Boys
- Conventions (movement/narrative/artist):There is a lot of action going on. People jumping off buildings from one to another building.
- Intertextuality: This has an intertextuality as the fast cars could represent the Fast and furious actions that happen in their films with the cars.
- Representation: the costume represents the time period very strongly as they are wearing very 1960s outfits.
- Audience: The audience seems like for young adults.
- Institution: It has been copyrighted by Capitol Records,LLC.
10) How important do you think music videos are in the marketing and promotion of music artists in 2019? Are music videos essential to a band or artist's success?
Music videos in 2019 would not be as essential as it would be to be on tour because nowadays the artists do not make a lot of profit from Youtube. I feel like music video would be essential as they will earn some of their money from there and more awareness because of how many people use YouTube. This creates more awareness for the artist themselves opening up a lot of doors for them.
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