Music video: an introduction

1) What is the purpose of a music video?
The purpose it to sell a product, this can be the full album, a film that the song is featured in, merchandise (shirts etc), and tours.

2) How has the digital age changed the production and distribution of music videos?
They are now widely available, ready to view at any time, they can be seen on phones and can be heard whenever the consumer chooses. But a physical copy like CD's or Vinyls are becoming less mainstream and are a problem for artists and producers when consumers can choose to listen to their music for free instead of buying it.

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. The platform is specifically for music videos and ensures that the companies receive the advertising revenue than third parties who upload them on YouTube.

4) What are the key conventions of a music video?
Movement: Complements the rhythm of the song - could be dancing or the speed through editing.
Narrative: The storyline of the music illustrate the meaning of the song. Lip-Syncing: The artist may be acting more than performing.
Intertextuality: References to the genre, other music videos or events in the world in general.

5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
An example provided by the factsheet is 'I Was A Teenage Anarchist' by 'Against Me!'. It features a young man running along Venice Beach with police chasing him and he tries to evade them.

6) What examples are provided in the factsheet for intertextuality in music videos?
Blink 182 'All The Small Things', makes references to the Back Street Boys 'I Want It That Way', and Christina Aguilera 'Genie In A Bottle', by copying scenes that were in their music videos.

7) Why do audiences enjoy intertextual references in media products?
They may feel like it is a sense of being rewarded when they get intertextual references, they feel more connected to the music video.

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 narrative was to show the inequality of black people in America, by highlighting issues such as mass shooting which is a reference to shooting in a black church that happened a couple years ago. The main performance was dance, which was apparent throughout the whole video - not only by the artist but also by the people in the background. The narrative was performance e.g. running away from gunfire by background audiences.

Intertextuality: Intertextuality such as the shootings of the black church when in the video he killed the choir group is a reference to past events. The scenes in the background of chaos could reference the riots or protests in cities of gun and racial issues.

Representation: There could be many interpretations to the message this music video says. The layers here could be that while violence is going on in the background the artists is seen dancing and performing with other people close to him. This may highlight how race issues are ignored by the media and those in power, as the artist is the person in power.

Audience: The target audience will be teenagers to 35/40, they normally listen to this genre f music and maybe listen to artists like Chance and Logic. Younger audiences tend to be more liberal, so they would consume more liberal news. They may see Childish Gambino as giving them a voice for the problems they see in America and the anguish that they face.

Institution: The platform this was released on is YouTube with the video hosting service Vevo. The record label Childish Gambino is signed to is RCA Records.

9) Watch the video for Ice Cube's It Was A Good Day (1993). How did
Childish Gambino - This Is Am


  The Urban environment is now a more reoccurring theme for music videos. Later Hip-Hop videos will follow the conventions of using a narrative in the music video to tell the story of the song. It also features the artist in the music video rather than hired actors. Low-budget videos filmed where the artist grew up was usually the main theme of the video. The mise-en-scene would be low-rider cars with them playing basketball and the gang culture was also one of the most important themes.

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 think that music videos are essential to promote a song, they create meaning to the song such as narrative. The audience look at the music video and see the artists interpretation of what they wanted the original message and feel to be of the song. For big artists it is necessary especially with the saturation of music artists who try to create music and out it on YouTube. It creates a connection to the audience and the audience like it if they get a strong connection to the artist, it makes them more successful.