music video-an introduction

1) What is the purpose of a music video?

• the purpose of a music video in the digital age is to sell products such as the songs but also other things like merchandise eg T-shirts 

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

• prior to the digital age production and distribution songs and videos were only able to be accessed in specific areas such as weekly television chart shows etc.. but now due to the rise of YouTube and other streaming services music videos are now able to be accessed anywhere at anytime.

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  video hosting site specifically for music video

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

• movement- compliments the rhythm of the song
• Intertextuality- interlinking certain media concepts with others 
• Narrative - storyline 
• Band / artist 
• Lip syncing 

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

• A narrative can be used in a music video to help link the songs lyrics to the visuals of the song , they also help create a different or same story. An example would be Michael Jackson’s remember the time music video that has the narrative of an ancient Egyptian queen who is bored and chooses to have some entertainment and who eventually falls for Michael Jackson 

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

• Back Street Boys (I Want it That Way)
• Christina Aguilera (Genie in a Bottle) 

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

• audiences enjoy intertextual references as they enjoy the pleasure of knowing other media texts and having the extra knowledge in order to understand other media concepts   

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:




 TWICE "What is Love?"
Conventions (movement/narrative/artist)

• this certain music video features all the typical conventions in music video, like most  kpop video's do, for example as soon the music starts the editing and pace picks up to match the songs fast pace.
• the narrative also matches the lyrics of the song as its about young women hoping to find love like in the movies.
• The artist TWICE  are a 9 member girl group who all sing/rap and perform(dance/act) in this song 

Intertextuality

• the music video has numerous popular movie refrences in it such as : princess diaries, ghost, La Boum,romeo and juliet , pulp fiction, love letter, la la land,Léon: The Professional 

Representation

• this is a kpop video so the main representation is of south korean girls but do to the groups formation there are more representations such as Taiwanese(tzuyu) and japanese (sana,momo.mina)

Audience

• the audience is most likely targeted to a young female audience but twice s fandom are hugely composed of a variety of age groups and now that kpop has gone worldwide, even bigger audiences have influenced the audience 

Institution

• TWICE is under an entertainment label of JYP entertainment but the group mainly focuses to promote themselves in Korea and japan 

  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 features all key conventions for a hip hop Music video with police cars, performance/lip syncing and attractive women this influenced other artists to create similar videos with similar concepts 

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?

• in my opinion i think music videos are still huigely important perhaps not for promotion but more so for the pleasure of the fandoms of artists who enjoy seeing their artist perform with dances and interesting concepts.