Music Video introduction blog task

 1) What is the purpose of a music video?

The primary purpose of a music video is to promote and market a song or artist.

2) How has the digital age changed the production and distribution of music videos?

the digital age has revolutionise music video production and distribution, democratising the process and making it more accessible to all. Platforms like YouTube have transformed how music videos are consumed, allowing artists to directly share their work with a global audience. Technological advancements have also enabled the creation of visually stunning videos using high-definition cameras, special effects, and CGI. 

3) Which three major record labels are behind VEVO? What is VEVO and why was it created?

VEVO is a  a world-leading music video platform and network that hosts and distributes official music videos, live performances, and original content, primarily through YouTube and other platforms. 

Vevo was created in 2009 by Universal Music Group and Sony Music Entertainment to provide a premium platform for music videos on YouTube. The goal was to offer a high-quality experience, control ad sales, and offer a consistent stream of revenue for artists and labels. Essentially, Vevo aimed to be a streaming service for music videos, similar to Hulu for movies and TV shows, as a response to YouTube's increasing popularity and dominance in the music video market. The company was created to provide a platform for music videos that were more artist-friendly, with higher quality videos and better monetisation opportunities. three major record companies: Universal Music Group (UMG), Sony Music Entertainment (SME), and EMI

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

•  mise-en-scene, 
• the artist
• lip syncing
• costume 
• backup dancers
• digetic sound
• camera movment
• genre
• lyrics
• visual effects 
• fast pace editing

5) How can narrative be used in music video? Give an example of a music video that uses a narrative. 

Narrative based music videos feature a series of shots that are designed to tell a story, similar to a short film. Some can feature brief artist performance, others have the artist acting rather than performing and some feature no artist at all.

for example some with artist performance is Michael Jackson remember the time

the artist acting rather than performing

and  songs with artist not performing is J Cole Kevin's hart  

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

Such references may be very obvious, such as the way that 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.

7) Why do audiences enjoy intertextual references in media products?

references can also be more esoteric and obscure, allowing the audience to feel pleasure when they recognize 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.

8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to heading

Michael Jackson 

Conventions:

Michael Jackson’s “Remember the Time” isn’t just a music video—it’s a  short film. It follows the classic pop video formula with a strong narrative, theatrical sets, and a mix of lip-syncing and dance. But what makes it stand out are the elements Jackson always pushed to the next level: massive choreography, Hollywood-level production, and a clear storyline that unfolds like a mini-epic. 

Intertextuality:

The video plays with our memories of old Hollywood films about ancient Egypt, but subverts many things  such as  Instead of white actors in pharaoh roles, it casts iconic Black celebrities like Eddie Murphy and Iman. It references the grandeur of epics like The Ten Commandments, There's also a reference  to Michaels own previous works—especially the theatrical style of “Thriller” and “Smooth Criminal”

Representation:

The video focuses mainly on ancient Egyptian imagery through a  ethnic  lens  instead of a Eurocentric perspective, but here, Black royalty is front and center. Michael Jackson presents himself not just as an entertainer, but as a mystical figure capable of storytelling, and even magic. Iman’s Queen is a commanding character , a symbol of strength and beauty. Altogether, it paints a picture of Black excellence and pride, using myth and history to uplift rather than stereotype.

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Audience:

“Remember the Time” was made for everyone, but it speaks especially deeply to Black audiences. It gives a sense of pride by showing Black people as kings, queens, and powerful figures in a space often reserved for others. At the same time, it offers something exciting and magical for global audience with fantastic visuals for its time legendary choreography , and a iconic  story. 

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 “It Was a Good Day” music video, released in 1993, helped set the standard for future hip-hop videos by blending storytelling with a laid-back, realistic vibe. Unlike other rap videos at the time that focused on flashy cars, big parties, and hype energy, this one showed a chill, everyday side of a rapper’s life, like driving through the city, playing basketball, and just having a peaceful day. It stood out because it told a full story that matched the lyrics, making it feel more like a short film than just a performance. This influenced a lot of future hip-hop artists to focus more on narrative and emotion in their videos rather than just showing off wealth or status. But still did reinforce some troupes of jewelry and luxury showing Low riders and other ideal cars at the time

10) How important do you think music videos are in the marketing and promotion of music artists today? Are music videos still essential to a band or artist's success? You need to form your own opinion here. 

I think music videos are extremely important this is because music videos are the most important way of establishing popularity of a artist as people usually discover new artist through music videos so I think it is is extremely useful for a band or artist success