Music Video: Introduction

 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. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling. When a music video is shown, the audience is able to hear the song the video is for so they are ‘getting’ the product that is being promoted. When other products are advertised, such as a brand of coffee or an item of clothing, the advert suggests the product is desirable but the audience does not get to taste the coffee or wear the clothes.

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

Music videos can now be viewed on mobile devices such as phones via YouTube/Apple Music. However, more recently, the music industry has come to realise that attempts to monitor sites like YouTube are time consuming, expensive and often futile. As a result, most record companies now allow their artists’ music videos to be online but under controlled conditions.

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

These include 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 key conventions of a music video?

Movement - This is important because this usually complements the rhythm of the song. Movement can be achieved by physically moving the camera, the people in the video moving and dancing or

through speed of editing.

Narrative - Connects to both the song and the music video in order to engage this audience by interesting them

Lip Syncing/ Playing instruments - The artist may also be featured but acting rather

than performing, or the video may feature a combination of both.

Intertextually - 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.

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

The storyline may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story. For example, 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 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?

Such references may be very obvious, such as 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.

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

because they foster a sense of intellectual engagement, recognition, and pleasure, transforming media consumption into an active, rewarding experience

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) - Kanye west's music video - All Falls Down ft Syleena Johnson is a successful way of conveying conventions. This is because the video follows a clear narrative, showing Kanye navigating an airport while dealing with issues around self image and consumerism, which links directly to the song’s themes. In terms of movement, the camera work is dynamic and continuous, often following the artist in long tracking shots, creating a sense of realism and immersion. Regarding the artist convention, Kanye is central throughout the video, reinforcing his star persona, but it avoids overly flashy performance clichés, instead presenting him in a more relatable, everyday setting. This balance between narrative storytelling and artist presence reflects common music video conventions while also making the video feel authentic and meaningful.
• Intertextuality - Kanye west's music video - Father ft Travis Scott shows  intertextuality such as a Michael Jackson lookalike placed in the background, which is a clear reference to Michael Jackson. This is intertextual because the audience recognises him and connects his legacy and influence to Kanye’s work.
• Representation -  In the music video 'Stray kids' By stray kids they are represented as reflective, emotional, and self aware artists. The video includes clips from their earlier career, showing their journey and growth, which represents them as hardworking and determined rather than just glamorous idols. It also highlights their teamwork and bond as a group representing them as unified and loyal to each other and their fans. This creates a more personal and emotional representation compared to typical pop videos, as it focuses on their identity and development rather than just performance or luxury.
• Audience - In the music video, 'Hyaena' By Travis Scott. The target audience for this music video is mainly young fans of hip hop and alternative rap who enjoy experimental and high energy visuals. The video uses fast editing, distorted effects, and dramatic shifts in tone, which appeal to an audience that is familiar with modern, digital style media. The intense and chaotic visuals help create excitement and keep the viewer engaged. It also appeals to fans who appreciate creative and unconventional music videos rather than traditional storytelling.
• 
  

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?

The music video focuses on a “day in the life” narrative rather than a heavily staged performance. It shows Ice Cube moving through everyday environments in la, which helped create the idea of authenticity in hip hop. This influenced later music videos by making it common to show artists in their real communities rather than just in studios or staged sets. It also reinforced conventions such as representing urban life, street culture, and social realism, which became standard features of hip-hop visuals in the 1990s and beyond

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.

I believe music videos are extremely important in the marketing and promotion of current music artists today need to show their creativity in also a video form in order to today's audience to understand. As also Gen Z are on social media apps such as TikTok, leading for a short attention span may need a video so they do not get distracted