Music Video introduction

  Music Video introduction blog task


This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 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 age has changed the production and distribution of music videos as music videos van be seen on YouTube on any devices at anytime and on repeat whenever they want but this made it problematic for businesses as there was a decrease in people buying copy's when they can watch it for free. 

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

The three major-record labels behind VEVO are Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI).VEVO is a site where people host music videos, it was created as it was a site where you got given the official music video and not someone publishing on different accounts as a third party.

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

Key conventions of a music videos is movement as it engages the audience to the rhythm of the song. Therefore people could be dancing or the camera can move itself, it could also be edited to match the rhythm of the song. 

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

A narrative can be used in a music video to prove a point,or the narrative may relate to the song’s lyrics and illustrate what is being said. For example, I Was a Teenage Anarchist by Against Me! Which links to the lyrics as the vidoeo  shows a young man running along Venice Beach trying to avoid the police who are chasing him indicating that he is a rebel or ‘anarchist’. 

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

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.

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

This makes the audience feel good because they recognise the genre and are more familiar with it.

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)
  • Intertextuality
  • Representation
  • Audience
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.

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