Music Video: An introduction
Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #69: Music Video. Read the factsheet and answer the following questions:
1) What is the purpose of a music video?
The main purpose of a music video is to promote a new song released by an artist. However, a music video also promotes other things, such as- the artist, the album, upcoming tours and merchandise.
2) How has the digital age changed the production and distribution of music videos?
The digital age and advances of technology have meant that music is more easily accessible. Audiences are able to listen to music online whenever they want and as many times as they want. This is problematic for the music industry as they don't make as much profit from selling hard copies of the song. Furthermore, there are many sites available that allow people to download songs for free, meaning no profit is made by the artist.
Due to this, the way music is distributed has changed dramatically. Streaming services, such as Spotify, have become extremely popular. A monthly subscription fee of £9.99 a month enables subscribers to listen to unlimited music from all over the world.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
VEVO was launched by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. It is a YouTube channel and video hosting site responsible for sharing music videos.
4) What are the key conventions of a music video?
The key conventions of music videos can vary across different genres but examples of music video conventions include-
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative could be a story in the music video that links explicitly to the song or it may be a story completely unrelated to the song.
An example of a music video that uses narrative is Shiro's Story by Rapman. The music video parallels the lyrics of the song word for word and this makes it extremely effective.
6) What examples are provided in the factsheet for intertextuality in music videos?
Intertextuality is when a media text makes references from other media texts. This could be a very obvious reference or it could be more obscure that requires the audience to think more in order to notice it. One example from the factsheet is All the Small Things (Blink 192) using references to videos by pop artists such as Christina Aguilera (Genie in a Bottle). The intertextuality is shown in the picture below.
7) Why do audiences enjoy intertextual references in media products?
Audiences enjoy intertextual references in media products as it allows them to make links between two or more products that they enjoy or are aware of.
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:
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?
1) What is the purpose of a music video?
The main purpose of a music video is to promote a new song released by an artist. However, a music video also promotes other things, such as- the artist, the album, upcoming tours and merchandise.
2) How has the digital age changed the production and distribution of music videos?
The digital age and advances of technology have meant that music is more easily accessible. Audiences are able to listen to music online whenever they want and as many times as they want. This is problematic for the music industry as they don't make as much profit from selling hard copies of the song. Furthermore, there are many sites available that allow people to download songs for free, meaning no profit is made by the artist.
Due to this, the way music is distributed has changed dramatically. Streaming services, such as Spotify, have become extremely popular. A monthly subscription fee of £9.99 a month enables subscribers to listen to unlimited music from all over the world.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
VEVO was launched by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. It is a YouTube channel and video hosting site responsible for sharing music videos.
4) What are the key conventions of a music video?
The key conventions of music videos can vary across different genres but examples of music video conventions include-
- Movement- this could be achieved by dancing, camera movement or fast pace editing and it usually always matches the pace/rhythm of the song.
- Narrative
- Lip-synching
- Intertextuality
- Costume
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative could be a story in the music video that links explicitly to the song or it may be a story completely unrelated to the song.
An example of a music video that uses narrative is Shiro's Story by Rapman. The music video parallels the lyrics of the song word for word and this makes it extremely effective.
Intertextuality is when a media text makes references from other media texts. This could be a very obvious reference or it could be more obscure that requires the audience to think more in order to notice it. One example from the factsheet is All the Small Things (Blink 192) using references to videos by pop artists such as Christina Aguilera (Genie in a Bottle). The intertextuality is shown in the picture below.
Audiences enjoy intertextual references in media products as it allows them to make links between two or more products that they enjoy or are aware of.
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:
Sia - Elastic Heart feat. Shia LaBeouf & Maddie Ziegler
- Conventions (movement/narrative/artist)
The music video for this song contains a loose narrative that can be interpreted in many ways. (Explained below) Interestingly, the music video does not feature the singer, Sia. However, it features actor, Shia LaBeouf and dancer, Maddie Ziegler enclosed in a large cage. There is lots of movement in the video. This is achieved from Maddie and Shia dancing as well as the movement of the camera and the changes of the camera shots to show different angles. The lyrics of the song very closely follow the dancing of the pair and the emotions they convey.
- Representation
One interpretation of the song and the music video is as follows- Both Maddie and Shia represent different parts of the same person. The cage they are trapped in represents the mind. Maddie is the open minded part of the person that is open for change, whereas, Shia is the closed minded part of the brain that refuses to change. They have many fights and disputes because Shia refuses to understand that one must sometimes change in order to continue happily with their life.
Towards the end of the video, Maddie realises that she must leave Shia behind for her own good; she is able to leave the cage because of her flexible nature to adapt to change. This is a representation of when people realise they must change and leave behind their old self. Although they try to take some of their old self with them, they do not succeed. (4:03- 4:18)
- Intertextuality
The music video features many intertextual references from movies. Shia is dressed similarly to Tom Hanks in Island ball and Maddie does dance moves similar to those in horror movies (e.g. the Exorcist)
- Audience
Fans of Sia are very likely to enjoy this music video as it is like 'A trilogy' with her other songs Chandelier and Big girls cry. Each of these music videos have a similar theme and all feature Maddie Ziegler dancing. This is very appealing and pleasurable for an audience as it feels like they have watched a movie trilogy, especially since the narratives link.
Furthermore, fans of Shia LaBeouf and Maddie Ziegler (who featured on Dance Moms for 7 seasons) are also very likely to watch the music video as they have a personal relationship with them.
- Institution
The music video was directed by Sia along with Daniel Askill. The music video was made to promote the song but also to create a piece of art that represents what Sia is trying to convey.
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?
Ice Cube's video set the conventions for many hip-hop music videos today. This includes the way the people are dressed in the music video (casual clothes, sunglasses, gold chains), the setting uses (streets and houses) and the props used (cars, money,etc.)
The pictures below show Ice Cube's single cover compared to a new hip-hop cover. As we can see, they are practically the same.
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 music videos are extremely important in the marketing and promotion of music artists. A new artist could gain fame and generate millions of views just from one song and this is due to the music video that gained popularity. Due to the advances of new technology, sharing content has become extremely popular. If an audience likes a music video, they will share it and this will mean the artist gains more views.
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