Music Video introduction

 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 main purpose of a music video is to sell products, it's also an unusual form of marketing  that allows the audience to access the product that is being sold to them. 

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

Prior to the digital age songs were 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). Now since the development of new technologies music can be viewed at any time, any place , using any and all devices. Record companies now allow their artists to release their music on the internet with certain conditions as to not insight illegal distribution. 

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

Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI)

Vevo is a world leading music platform that was created to attract high-end advertisers by offering a premium platform for music videos.  

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

• movement
• intertextuality
• narrative
• band or artist 
• lip-syncing 

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

It can be used to tell a storyline or relate to the lyrics, an example is Doechii's - Denial is a River

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

Red Hot Chilli Peppers  - Californication 

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

Audiences feel pleasure when they recognise a reference 

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: Doechii - Denial is a River

• Conventions (movement/narrative/artist)

- movement: Doechii as well as the rest of the actors are constantly moving, the camera also is constantly following Doechii. 

- narrative: There is a clear narrative that resides in the lyrics which is acted out in the music video, where Doechii tells the story of her rising career and the challenges she faced during the time. 

-  The artist is significantly present throughout the music video and she is lip-syncing

• Intertextuality - 

The intertextual reference that was made throughout the music video was a parody towards black sitcom shows of the 90s'. There is even a specific reference to 'The Fresh Prince Of Bel-Air ' where Zack Fox , who plays 'Old Due from 2019' , gets thrown out of the house the same way Uncle Phil used to throw 'Jazz'. 

• Representation- 

There is a representation of race and sexuality with the 'Old Due from 2019' being found out to be involved with a man. The only people featured in the video are mostly black people, excluding the white manager.

• Audience-

There is a fictional audience within the video and obviously the real audience that are interacting with the video.

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 - Ice Cube

Hip-hop conventions:

The visual codes of that are prevalent in 'gangsta rap' are prominent in this video ie. low-rider cars, the ‘hood, basketball courts and gang colours. Through these conventions it set up these conventions for later 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.

I think the promotion and marketing is essential when it comes to music videos, as if you want more exposure for the artist/s there needs to be a connection with the audience. Through music video you can do this, to cultivate a certain sound is one thing but to then further their image into a certain style sets you up for the type of fan based you have and therefore the type of audience you're targeting. And an artists fans can either make or break them and are therefore essential to their success, as the audiences opinion is essentially what matters the most. As at some point you are no longer making music for yourself but also for your fans.