Introduction to Music Video: Blog Tasks

1) Some of the key conventions of music video includes movement, which can be fast or slow paced in terms of actors, camerawork or editing. Many of them contain a performance element, narrative, or general storyline. They can also consist of many visual effects, mise-en-scene (CLAMPS), imagery and intertextuality.

2) Intertextuality is when one media text references another media text; this can be through genre, conventions, mise-en-scene or specific cultural references. Music videos commonly use intertextuality which can be by referencing other music videos, classic films, television, pop culture, news or videogames.

3) Music videos began to become a major part of the music industry in the 1980s, they slowly started becoming more popular as more broadcasting services were created.

4) In 1981, MTV was launched as a platform for music videos and was the first music channel on television. Programmes such as the BBC show 'Top of The Pops' also showcased music videos from the charts, along with 'live' music performances. In the 1980s and 1990s, big budgets were spent on producing innovative and creative music videos - for example Michael Jackson’s Thriller that had a film narrative, a well known director and featured intertextuality (horror films). Beforehand, music videos were made like mini ‘films’ of the bands performing (e.g. The Beatles, Elvis).

5) Nowadays, in the digital age, music videos are watched and distributed using a number of streaming devices - a main one being YouTube. When YouTube launched in 2005, the way that consumers access and enjoy music videos changed significantly and self-promotion became more common. Some of the most famous artists today were able to make it big due to YouTube, word of mouth of the fans and digital media. Other services such as Twitter, TikTok, Instagram and Spotify are also ways in which music and music videos are shared and distributed throughout the media.

Extension:

1) In my opinion, YouTube is amazingly beneficial and helpful for the music industry as it is a way to stream, share and watch music videos on a much grander scale. Also, it helps promote different artists and their music, which wouldn't have been possible without it, along with the use of word of mouth which helps to boost music videos and encourage others to watch and listen to them. Additionally, YouTube is a huge reason as to why many previously rising stars made it big within the music industry today.

2) I don't believe that videogames are more influential than music videos as not only do music videos stream the specific song, they also consist of a narrative and depth in which videogames do not use with their music. Music videos help to support breaking new artists more than videogames do, as they mainly have a clear focus on the artist whereas videogames do not.