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 purpose of a music video is to sell products, especially the song/music featured in the video.

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

The digital age has allowed audience to access the full product. The song was only available at specified times in places which were approved of by the record company. The new development of technology meant videos could be uploaded on sited like you tube and viewed on any device.

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 are behind VEVO. It was created and launched as a music video hosting site  where the content is synced to YouTube in the UK.

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

Movement- it complements the rhyme of the song and can be achieved by physically moving the camera. 
Narrative- story line may relate to the songs lyrics and illustrated what is being said or it can be independent from the song and tell a different story.
Band or artist- may feature them as they are also a product to be sold. The artist may be featured performing their music, either in the form of lip-syncing or playing instruments in the case of a band.

Intersectionality- Such references may be very obvious, a way to relate to another media text.

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 story line that related to the song lyrics. An example can be 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?

The examples are 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?

Allows the audience to reference and recognise other texts where they are able to make their own connections and feelings. The  audience can discover deeper meanings through the knowledge and recognition of the external references.

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

https://youtu.be/UqJIBItJeyg

YUQI - 'FREAK' Official Music Video

Conventions- movement is seen where the camera moves within the rhythm of the song 'Freak' lettings the audience listen and follow the upbeat tune. The music video has a narrative through the lyrics following the story especially the repetition of freak where it either shows a horror character or it written in red 'blood' on objects. Near the end the artist performed with a band featuring them lip syncing the song with a band not only to the audience but a group of people at a house party.

Intertextuality- these was a lot of references to popular horror characters, for example ghost face from scream making him recognisable to an audience. Not only this at the end we zoom out to the house the music video is set in showing us the Adams families original home. There are lots of connections to relate to other media texts with the genre of thriller and horror series/movies.

Representation- at the start of the music video Yuqi is stereotypically seen frightened and afraid of the 'freaks' as a girl alone in the house. This can reference the idea of women being weak and needing protection. However, as we go deeper we can see her subverting this through overcoming her fear and accepting that no harm can come to her. Theres also this huge representation on 'freaks' where they are seen as abnormal and frightening as seen through Yuqi's experience in the narrative. However, by the end there is a sense of acceptance that these 'freaks' are normal people hiding behind masks they have chosen to wear as seen by the end where they decide to take them off.

Audience- I believe this is aimed at teenagers to young adults around 16 to 25. I think this through the use of setting as Yuqi's bedroom is decorated as a bit childish with all the flower patterns and plushies spread messily across the floor. The way she has a house party and performs could also reflect teenage fun and might even bee nostalgic to the bit older people. I would say mostly females would watch this as they might reflect with the ideas towards being a 'freak' and hiding their self from societies judgmental eye.

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?

https://youtu.be/h4UqMyldS7Q

The music video shows some conventions that may define hip-hop music videos this can include the low angle shots. This usually implies the artists high status and power as if looking down on the audience watching. Lots of tilted camera angles to show action as seen in the basket ball game or when they were throwing the dice, we could also see the frequent use of close ups that focus on the artist to empathises their importance as the main star. There was a lot of reference to the artists wealth such as his jewellery, car and clothes that became recognisable in hip-hop.
In the music video, we can see objectification of women where she is sexualised for the male gaze. This is often show to reinforce the dominance men have over women which is seen as a key convention in numerous hip-hop videos. This also suggests the fact that hip hop artists are mostly males who have the most attention on camera when surrounded by women. The music video has a link between its visual and written lyrics showing a narrative, this included story line tends to break away from its original path back towards the artist who is visibly lip-syncing.

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.

Marketing is seen as a big strategy when is comes to music videos where they are seen as an essential component for success when it comes to the actual music. Promotion or any form of adverting provides the artist a platform to not only connect with their audience but to also leave a mark on the history of music. Enhancing the hype on unreleased music or even attracting people who enjoy the concept can help the artist bond with others online and get critical feedback on their music before release or even predict the popularity of their song. It can even help smaller artists who have not yet explored the music industry be known by few who also enjoy their music  even if success is not always guaranteed I think marketing also helps people acknowledge why their music video didn't get the attention it needed.