Music Video: An introduction
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?
2) How has the digital age changed the production and distribution of music videos?
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?Vevo is a video hosting service owned and operated by a joint venture of Universal Music Group (UMG), Google, Sony Music Entertainment (SME) and Abu Dhabi Media. It launched on December 8, 2009. The videos on Vevo are syndicated across the web,with Google and Vevo sharing the advertising revenue.
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 a music video is to sell products, the most obviousof which is the song featured in the video.
Prior to the digital age, allowing the audience full access to the product in the marketing was not too problematic. The song was only available at specified times in places which were approved of by the record company, such as on weekly television chart countdown shows like Top of the Pops (1964 – 2006, BBC). However, the development of new media technologies meant that music videos, and the songs along with them, were more widely available
at any time.
4) What are the key conventions of a music video?
The purpose of a music video is to encourage viewers to purchase a copy of the song featured and other products associated with the artist. To this end, the video needs to add something to the experience of hearing the song. Though music video can be incredibly varied, there are some conventions that are evident across the genre.
Movement is essential to music video and 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.
This is america- childish gambino
The narrative in music videos can be expressed through the lyrics or how the visuals are portrayed. e.g this song shows how ethnic minorities are socially neglected and oppressed.
6) What examples are provided in the factsheet for intertextuality in music videos?
However, references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognise the reference. For example, 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. Most fans of My Chemical Romance are likely to be familiar with Nirvana and this iconic video.6) What examples are provided in the factsheet for intertextuality in music videos?
7) Why do audiences enjoy intertextual references in media products?
audiences enjoy intertextual references when they see them because its makes them feel like they're involved or in a group as they are familiar with these references.
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:
audiences enjoy intertextual references when they see them because its makes them feel like they're involved or in a group as they are familiar with these references.
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:
- Conventions (movement/narrative/artist)
- Intertextuality
- Representation
- Audience
- Institution
This is America - childish gambino
the narrative behind it shows how ethnic minorities are socially excluded,deprived and oppressed in america this video does well to present the true representations of america for minorities it. it also shows how the world is distracted by what the media throw in our faces while the truth goes unnoticed behind us.this video also shows how the institution in america is corrupt.
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?
this video provided a template for the people who were to come after ice cubes dominant rule in hip-hop. His 1993 video for Ice Cube’s It Was a Good Day features these conventions and is set in South Central Los Angeles, an area that is synonymous with early gangsta rap acts such as NWA (of which Ice Cube was originally a member).the low rider car has now also become a key convention of hip-hop along with the baggy clothes he wears.
10) How important do you think music videos are in the marketing and promotion of music artists in 2018? Are music videos essential to a band or artist's success?
yes music videos are absolutely essential to succes of an artist as they engage the audience and provide a visual representation of what the artist is trying to tell us, it also make the audience feel closer to the artist.
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