Music Video introduction blog task
This week's work requires Media Factsheet #69: Music Video. You'll need to log in to Google using your Greenford Google account to access this. Read the factsheet and answer the following 10 questions:
1) What is the purpose of a music video?
2) How has the digital age changed the production and distribution of music videos?
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
4) What are the key conventions of a music video?
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
Narrative can be effectively used in music videos to tell a story, convey emotions, or explore thematic elements that complement the song. Here's an example of a music video that incorporates a narrative:
Example: "Take On Me" by a-ha
6) What examples are provided in the factsheet for intertextuality in music videos?7) Why do audiences enjoy intertextual references in media products?
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 the heading:
- Conventions (movement/narrative/artist)
- Intertextuality
- Representation
- Audience
Conventions (movement/narrative/artist): "Thriller" by Michael Jackson
The music video for "Thriller" is a prime example of how conventions in movement, narrative, and the artist himself can be utilized in a music video. The choreography in the video, particularly the iconic zombie dance sequence, showcases Michael Jackson's innovative and influential dance style. His smooth and precise movements captivated audiences and became a defining element of his artistic persona. The narrative of the "Thriller" music video also contributes to its conventionality. It incorporates elements of horror and a storyline reminiscent of classic horror movies. The video unfolds like a short film, with a distinct beginning, middle, and end. By integrating narrative elements into the music video, Michael Jackson elevated the art form and set a new standard for storytelling within the medium.
Intertextuality: "Lemon" by N.E.R.D and Rihanna
The music video for "Lemon" by N.E.R.D featuring Rihanna is an example of intertextuality in a music video. The video pays homage to the 1980s and early 1990s dance culture, particularly the influence of voguing and the ballroom scene. It features a diverse cast of dancers showcasing voguing and other dance styles associated with the ballroom culture. This intertextual reference to the ballroom scene draws on a specific subculture and celebrates its artistry and significance within the history of dance and LGBTQ+ communities.
Representation: "Formation" by Beyoncé
The music video for "Formation" by Beyoncé is a powerful example of representation in a music video. It addresses and celebrates various aspects of Black culture, history, and identity. Throughout the video, Beyoncé showcases diverse representations of Black women, from different shades of skin tone to various hairstyles and body types. This deliberate inclusivity challenges traditional beauty standards and promotes a more expansive and inclusive definition of Black beauty.
Audience: "Thank U, Next" by Ariana Grande
The music video for "Thank U, Next" by Ariana Grande demonstrates a deep understanding of its target audience and engages with their interests and pop culture references. The video pays homage to iconic teen movies from the late 1990s and early 2000s, such as "Mean Girls," "Legally Blonde," "Bring It On," and "13 Going on 30." By referencing these beloved films, Ariana Grande creates a nostalgic connection with her predominantly millennial and Gen Z audience who grew up watching these movies.
Ice Cube's "It Was a Good Day" is a prime example of a music video that incorporates conventions associated with gangster rap and hip-hop culture. The music video portrays elements that were commonly associated with gang culture and the aesthetics of hip-hop/rap videos during that time. This includes the representation of baggy clothing, which was a prominent fashion trend within the hip-hop community. The oversized attire was often associated with a rebellious and street-oriented style that reflected the cultural and social contexts of the genre. Additionally, the presence of police cars circling the neighbourhood in the music video reflects the reality of the relationship between law enforcement and communities in certain urban areas. It serves as a representation of the struggles and challenges faced by individuals within these neighbourhoods. Furthermore, the inclusion of scenes featuring people playing basketball is a visual depiction of "hood life" and recreational activities that were often associated with urban communities. Basketball, in particular, holds cultural significance within hip-hop and is frequently used as a symbol of community and empowerment.
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.
While music videos can be an effective promotional tool for artists, they are not necessarily essential for an artist's success. It is indeed possible for an artist to create great music and gain recognition without producing music videos. Music videos can provide artists with an additional avenue to showcase their creativity, connect with their audience, and enhance the overall experience of their music. They can help convey the artist's vision, amplify the emotional impact of a song, or tell a compelling story. Music videos can also contribute to an artist's brand identity and serve as a means of engaging with fans. However, it's important to note that the success of an artist ultimately relies on the quality of their music and the strength of their talent, songwriting skills, and live performances. While music videos can be a valuable promotional tool, they are just one aspect of an artist's overall career trajectory.
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