Music video is a targeted CSP which means we need to focus on media language and representation. The CSPs are Common's Letter to the Free and Michael Jackson's classic Billie Jean so we'll also be looking at the representation of race and ethnicity and incorporating post-colonial theory.
An introduction to Music Video
Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.
Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.
Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.
Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.
Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #69: Music Video.
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. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling.
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 such as mobile
phones and iTouch devices, allowing audiences to see the video and hear the song whenever and wherever they liked. Music video can be viewed on mobile devices, such as iPhones, via YouTube. The advent of such technologies proved to be problematic for the
music industry as audiences were less inclined to buy a physical copy of a song if they could listen to it online for free. Initially, most record companies fought against their artists’ music videos being available online and attempted to prosecute those who uploaded videos to YouTube for copyright infringement. However, more recently, the music industry has come to realise that attempts to monitor sites like YouTube are time consuming, expensive and often futile. As a result, most record companies now allow their artists’ music videos to be online but under controlled conditions.
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 (along with content licensed by EMI), have also 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?
-Narrative
-Band/Artist
-Performance element
-Movement/Pace
-Music
-Intertextuality
-Mise-en-scene (Lighting, Costume, Props, Make up)
-Visual effects
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can be used in a music video to depict the story a song is trying to tell. An example of this is Ed Sheeran - The A Team.
6) What examples are provided in the fact sheet for intertextuality in music videos?
The 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. However, references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognise the reference. For example, 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. Most fans of My Chemical Romance are likely to be familiar with
Nirvana and this iconic video.
7) Why do audiences enjoy intertextual references in media products?
It gives the audience a sense of familiarity by being able to recognise the intertextual references.
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):
An introduction to Music Video
Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.
Music videos were originally designed as a promotional device to sell the band or artist’s music but have developed over time to become a recognised artform or product in their own right. Modern music videos no longer have the huge budgets of the 1980s and 1990s but digital media means they are now more accessible than ever. Videos such as Psy’s Gangnam Style have received over 3 billion views on YouTube.
Intertextuality
Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.
Notable examples of intertextual music videos:
Music Video introduction blog task
Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #69: Music Video.
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. However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling.
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 such as mobile
phones and iTouch devices, allowing audiences to see the video and hear the song whenever and wherever they liked. Music video can be viewed on mobile devices, such as iPhones, via YouTube. The advent of such technologies proved to be problematic for the
music industry as audiences were less inclined to buy a physical copy of a song if they could listen to it online for free. Initially, most record companies fought against their artists’ music videos being available online and attempted to prosecute those who uploaded videos to YouTube for copyright infringement. However, more recently, the music industry has come to realise that attempts to monitor sites like YouTube are time consuming, expensive and often futile. As a result, most record companies now allow their artists’ music videos to be online but under controlled conditions.
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 (along with content licensed by EMI), have also 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?
-Narrative
-Band/Artist
-Performance element
-Movement/Pace
-Music
-Intertextuality
-Mise-en-scene (Lighting, Costume, Props, Make up)
-Visual effects
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can be used in a music video to depict the story a song is trying to tell. An example of this is Ed Sheeran - The A Team.
6) What examples are provided in the fact sheet for intertextuality in music videos?
The 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. However, references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognise the reference. For example, 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. Most fans of My Chemical Romance are likely to be familiar with
Nirvana and this iconic video.
7) Why do audiences enjoy intertextual references in media products?
It gives the audience a sense of familiarity by being able to recognise the intertextual references.
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:
The song A-Team by Ed Sheeran uses a music video which consists of a narrative which shows the story of the character of a young homeless woman who goes through desperate measures to keep herself alive.
Intertextuality:
Representation:
This video focuses on the struggle of being broke and having nothing. It highlights the measures someone would go to just to keep themselves alive and off of the streets by the end of the day. It particularly highlights the underlying large amount of homelessness in London amongst young people.
Audience:
Some audience may be able to relate to the narrative of the song which was intended by Ed Sheeran to share a story and show people who are experiencing similar that they are not alone.
Institution:
This song and video was uploaded by Ed Sheeran.
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 video includes many elements that are associated with the hip-hop genre today. The setting of a residential area in America is now a convention that is typically used in hip-hop videos. A lot of artists have replicated this in order to create the same urban, 'gritty' vibe that Ice Cube conveys in this video. I think that the style and elements of this music video effectively conveys the life of a male living in the projects, so artists naturally felt that in order to portray the same feel they should replicate the same conventions.
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?
At this current point in time music videos are not as important in the marketing and promotion of music artists as they used to be - they are not as essential as they were for a band/artist's success. This is due to the fact that in this digital age we have easier access to new music and albums through music streaming - an example is iTunes or Spotify which shares new music to the world.
Intertextuality:
Representation:
This video focuses on the struggle of being broke and having nothing. It highlights the measures someone would go to just to keep themselves alive and off of the streets by the end of the day. It particularly highlights the underlying large amount of homelessness in London amongst young people.
Audience:
Some audience may be able to relate to the narrative of the song which was intended by Ed Sheeran to share a story and show people who are experiencing similar that they are not alone.
Institution:
This song and video was uploaded by Ed Sheeran.
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 video includes many elements that are associated with the hip-hop genre today. The setting of a residential area in America is now a convention that is typically used in hip-hop videos. A lot of artists have replicated this in order to create the same urban, 'gritty' vibe that Ice Cube conveys in this video. I think that the style and elements of this music video effectively conveys the life of a male living in the projects, so artists naturally felt that in order to portray the same feel they should replicate the same conventions.
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?
At this current point in time music videos are not as important in the marketing and promotion of music artists as they used to be - they are not as essential as they were for a band/artist's success. This is due to the fact that in this digital age we have easier access to new music and albums through music streaming - an example is iTunes or Spotify which shares new music to the world.
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