Music Videos: Introduction

1) What are the key conventions of music video?

Some key conventions of music video include:

• Movement, often fast-paced (in terms of actors, camerawork, editing)
• Performance
• Narrative
• Visual effects
• Intertextuality 

2) What is intertextuality?

Intertextuality is when one media text references another media text - through genre, conventions, mise-en-scene or specific cultural references. For example, the Galaxy advert references Audrey Hepburn's "Roman Holiday."

3) When did music videos first become a major part of the music industry?

Music videos first became a major part of the music industry through MTV, which launched as a platform for music videos, and the first music channel on television, in 1981. Music videos were also distributed through programs, such as BBCs show Top of The Pops, that showed music videos alongside live stage performances.

In the 1980s and '90s, large budgets were spent on producing innovative and creative music videos such as Michael Jackson's 'Thriller'; it had a film narrative, intertextuality through horror movie references and featured a well-known director (John Landis).

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?

MTV launched in 1981 and was a way for artists to distribute their music through their music videos. Music videos were important in the music industry in the 1980s and 1990s as they were a useful promotional device for artists to sell their music, and had extremely large budgets that 

made the songs widely popular.

5) How are music videos distributed and watched in the digital age?

In the digital age, music videos are usually distributed and watched through YouTube and handheld devices: phones and tablets (convergence). Music videos have now evolved into a new media form instead of being used solely to promote the artist's music.

Extension tasks:

Read this Guardian feature asking whether YouTube is good or bad for the music industry. What is your opinion on this crucial question?

I think that YouTube is an overall positive aspect that the music industry should use to their advantage. The main issue that artists have is a lack of revenue from the platform, but when most of their money comes from live performances, tours and merchandise, they should be grateful for the attention and publicity they get from YouTube, which enables their main source of income as it creates a connection between the artist and their fans. It exposes them to global audience that likely wouldn't exist if the only form of marketing used was albums and CDs. Without YouTube, many artists that are popular now would not be where they are today. Despite this, I think YouTube's usefulness in publicising artists is less pronounced considering the exponential growth of TikTok.

Read this Guardian feature on how videogames are now more important than music videos for breaking new artists. Do you agree videogames are now more influential than music videos?