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, e.g. the album the song may be featured on, the film the song is part of the soundtrack for or an upcoming tour by the artist.
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 songs were more widely available at any time as videos could be uploaded to video hosting sites like YouTube and viewed by using portable devices like IPods and mobile phones.
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. VEVO is a video hosting site specifically made for music videos.
4) What are the key conventions of a music video?
Movement is very essential to a music video as it usually complements the rhythm of the song. Movement is normally achieved by physically moving the camera, the people in the video moving and dancing or through the speed of editing. Many music videos also have a narrative. The story will usually relate to the song slyrics and illustrate what is being said or tell a completely different story. Almost all music videos feature the band or artist as they are also a product to be 'sold'. In the video the artist may be performing their music, either in the form of lip-syncing or playing an instrument.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
The narrative can relate to the songs lyrics and illustrate what is being said or be independent from the song and tell its own story. For example 'I was a teenage anarchist' by Against me! uses a loose narrative which links to the songs lyrics. In the video it has a young man running along venice beach trying to avoid the police who are chasing him.
6) What examples are provided in the factsheet for intertextuality in music videos?
The Blink 182 video for all the small things makes references to videos by pop artists such as the back street boys (I want it that way) and Christina Aguilera (genie in a bottle) by directly copying scenes. Also 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.
7) Why do audiences enjoy intertextual references in media products?
When references are esoteric and obsure it allows the audience to feel pleasure and satisfaction when they figure out the reference as it shows off their knowledge on the media text that others may not have.
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
Conventions
Firstly, there is use of a performance element as 21 Savage and J.Cole both lip sync to their lyrics as the track plays in the background which is very common in almost all music videos that star the artist in them. Throughout the video there are a lot of different camera shots focusing on different aspects. For example at 0.49 there is a wide shot of 21 Savage and many other black people in front of a big house getting ready to take a picture. There is a lot of use of medium shots in order to show the rappers facial expressions which allows the audience to get a better understanding of the video. In terms of narrative 21 Savage raps about having 'a lot' of blessings and curses in his life. Throughout the video 21 reflects on his upbringing, dangerous lifestyle and the pain and loss he's gone through. In the video one family member is shot. another is in jail and a third is dying.
Representation
The whole video is full of black representation , in order to lift up black people as a minority showing their culture and what they have to go through. We also see some form of gang stereotype when it comes to black people as at 1.37 we see a black man getting a gun aimed his head by another black man. We see how in America black people are constantly rejected and treated differently to other races which is a constant form of racism, these are the issues 21 talks about in this song. I also think it;s important to note that 21 Savage was arrested days after releasing this music video by ICE and held in custody for a prolonged period.
Audience
I feel as though this song is aimed at black young adults and adults because of how it talks about real world issues that primarily black people face when trying to make a living in America as they re constantly stereotyped and prejudiced against because of their skin colour, without knowing anything about their background and what they've mentally and physically gone through. This is effective as many people will be able to relate to this, therefore not feeling alone, as other people are also going through the same problems.
Institution
This music video was released on the 21 Savage YouTube channel on the 1st of February in 2019. The song was originally from his album released in 2018 by the name of 'I am > I was'. The video was directed by Aisultan Seitov and produced by Wear A Hat Productions and Alchemist Productions. The label he is currently signed with is 'Epic Records'.
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 music video was directed by the numerous award winning director F Gary Gray, who began his film making career in the early 1900s making hip hop music videos. He is highly credited as he was the first director to use many of the visual codes that have become prevalent in gangsta rap videos. These visual codes include: low-rider cars, the hood, basketball courts and gang colours. Many of these visual codes feature in Ice Cubes It Was a Good Day and is set in South Central Los Angeles, an area that is synonymous with early gangsta rap acts such as NWA.
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?
I believe music videos are very important to an artists success as they help promote them in a fun visual way for the audience allowing them to engage very well and get a better understanding of the artist and the message they are attempting to make evident in their music. Music videos also allow artists to become better well known as music videos are constantly shared across the world gaining engagement from audiences in various countries. The main purpose is to sell an image of an artist, making them grow in the industry and the overall purpose is to help generate money for the record company.
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