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music video introduction blog task:

1) What is the purpose of a music video?
The purpose is to sell products that are marketed by the music video and audiences gain full access to this.

2) How has the digital age changed the production and distribution of music videos?
The digital age has changed the fact
 that now music videos are available anytime to anyone and audiences are able to gain full access as a result.

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
  • Sony music entertainment
  • Abhu Dhabi media 
  • Universal media group
VEVO was made because it provides the official music videos in the UK rather than being provided by a third party it is shared through the advertising revenue.

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

The conventions include movement, narrative, lip syncing, mise en scene, song. performance and intertextuality.

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can be used through the songs lyrics of what is being shown which alludes to the lyrics or to depict a story line or message. An example is the song every time by Britney spears has a narrative as it may imply the emotions she went through whilst being in a relationship or something we can all relate to and the lyrics also convey this.

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

The examples that are provided is the blink 182 video which is a inter textual reference to the black street boys and  my chemical romance which also provides references to alternative cheerleaders which is comparable to smells like teen spirit.
7) Why do audiences enjoy inter textual references in media products?
Audiences may enjoy these references as they are able to relate or get a sense of nostalgia and a route of escapism as it does also provide entertainment.  They may also get the idea of this personal identity where audiences can get a perspective of themselves.

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:
This video is quite fast paced and has quite a dramatic sort of fight scene that is being established and setting is exterior and involves cars and characters seem to be moving constantly along the constant zooming in and out of specific characters which make it seem as if something mysterious is going on.
  • Intertextuality
This music video could be referring to the 1970 / 1980 cop shows but in a parody style and this makes it makes it more attractive to wider audiences as they might be able to refer to these and familiarise with the modern audiences.
  • Representation
Certain themes within the video juxtapose with the characters and there is difference is style and costumes so audiences can tell differences.
  • Audience
This video may be targeted at boys as the themes that are conveyed seem more relate able to them than girls and could also bring a sense of nostalgia to the older generations.
  • Institution
This is a rap rock song which was released in 1994 and the purpose seems quite broad to entertain audiences with a parody element.

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 sets out hip hop conventions by the conventions that are specifically used for example the dressing style and use of cars made to show in like a urban environment and also the idea of there being used gang culture and baggy clothing reinforces the conventions for late hip hop.

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 that in the 21st century now music videos are less popular and more low budget but they can be considered important in some ways to emphasis more of meaning for the music that is promoted through the artist. This builds up exposure and revenue as  it can produce a new revenue stream for the artist whilst building exposure for the brand. 









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