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, 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.

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

The development of new media technologies meant that music videos, and the songs along with them, were more widely available at any time. Videos could be uploaded to video hosting sites like YouTube and viewed using portable media devices.

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

In America, three major record companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, have 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 is essential to music video and usually complements the rhythm of the song. A music video may have 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. Most music videos feature the band or artist 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. Intertextuality.

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

Dilemma by Nelly which shows a girl moving into a house as Nelly sings “I met this chick and she just moved right up the block“.

6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 makes references to pop artists such as backstreet boys by directly copying scenes.

7) Why do audiences enjoy intertextual references in media products?
It gives audiences pleasure when they recognise the 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:

Twenty one pilots- next semester

Conventions(movement/narrative/artist):

The editing is mostly fast paced and matches with the tempo of the song but slows when the music also gets slower(like at the end) and Tyler gives the audience direct address when singing specifically at the end to make the lyrics have more weight to them. There is also some quick camera moves when the speed of the song increases.The music video switches from a more clear narrative and shows their performance. The narrative also matches up with the lyrics like when Tyler says “what i was wearing“ and looks down at his outfit and when the lyrics is “hey kid get out of the road“ and Tyler is about to get it by a car.

Intertextuality:

Although, the video doesn’t have many intertextual references to other media it has a few self referential moments. For example there is a quick shot of Tyler wearing his Clancy mask which is a character in other songs and music videos made by Twenty One Pilots. Also when Tyler walks into the audience and they stand still it can be seen as a reference to another of their music videos for ‘Car radio’ which has an iconic moment of the crowd staying still then matching Tyler’s movements on stage. (And there are a few other smaller references to their own other music.)  The Intertextuality that i found was possibly the shots of the car about to hit Tyler its a ‘deer in headlights’ sought of reference however, im not sure about a specific reference.

Representation:

Tyler , the singer, is shown the most but josh ,the drummer, also gets a few shots of focus. Tyler is seen in his usual black paint/makeup that he wears n his neck and hands which is part of his and the band’s overall brand image/identity but to outsiders it can be seen as him presenting himself as alternative which represents their music style. 

Audience:

The target audience is not too limited as their music an be relatable for lots of people regardless of things like age, gender and ethnicity. also the audience is likely people with a more alternative style of things like music and fashion because that’s how Tyler and Josh present themselves. 

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 has representation of a regular urban lifestyle, the mai focus is on the artist and there is a link between the lyrics and the visuals on screen.

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 don’t think music videos are essential to a band or artist’s success but they usually aid the artists to build things like a recognisable brand for themselves and also build up fan culture surrounding them.