Music Video Introduction

What is the purpose of a music video?

•  To sell products - especially merchandise, tour tickets and records.

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

•  Videos are available at the audiences disposal, which wasn't the case when music videos were first produced and distributed.

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

•   Sony Music Entertainment, Universal Music Group, Abu Dhabi Media

What are the key conventions of the music video?

•  Movement, Intertextuality, Pace, The Band/Artist, Narrative, Performance 

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

• It can relate to the lyrics and display what's being said or can be separate from the song and present a different story. For Example; Gives You Hell by the All American Rejects. 

What examples are provided by the fact sheet for intertextuality in music videos?

•  Blink 182s All The Small Things - references the Backstreet Boys [I want it that way], and Christina Aguilera [Genie in a bottle]
• Cheerleaders in My Chemical Romance reminiscent of the cheerleaders in Nirvana's smells like teen spirit

Why do audiences enjoy intertextual references in media texts?

•  they gain gratification from recognising the reference. 

Music Video analysis: Boy with luv - BTS ft. Halsey

CONVENTIONS:

• The song 'Boy with Luv' is a homage to the upbeat 70s/80s synth pop with a modern twist that is reflected in the first 30 seconds of the music video. The old school setting matches the song's instrumentals however the narrative doesn't match the lyrics. The setting of a movie theatre, allows this video to act as a pastiche to the 50s era and particularly the films of the era. There is an abundance of movement from both the band themselves and a consistent movement from the camera - at 58 seconds we see the camera move outwards and go from a wide shot of the band dancing to a medium close up of one of the members in one single shot and this movement in scenes is consistent throughout the entire music video, from the choreography to the orchestrated movement from wide shots to singular medium close ups/long shots of members. The band members are also seen performing/ lip syncing to the song in question with many of the members singing towards the audience in a direct address. 

INTERTEXTUALITY:

• The entire music video pays homage to the 1952 movie 'Singin' in the rain' - from the opening shot mirroring a key scene from the movie, to the lamp posts referencing the iconic 'Singin' in the rain' music scene and the yellow sofa also referencing another musical number. The costume during the stage scene, as well as the 'curtain falling' aspect is also a clear reference to the movie. Another intertextual reference is a self referential take with the signs in the stage scene actually being BTS' other discography and referencing their past albums/singles. The pink colour scheme works in synergy with the bands album covers, a recognisable colour palette and works as an advertisement for the albums. Another intertextual reference, is the piano shot, with the floor piano, a reference to several iconic movie scenes such as Big [1988]. The 'persona' font also references BTS' past music videos but also Las Vegas and it's 'strip' making this video somewhat of a pastiche to the synthetic pop genre but also postmodern ideologies. 

REPRESENTATION:

• Halsey, a feature on the song, is seen throughout the music video and is a biracial, bisexual woman, she is represented as being conventionally attractive however her unnaturally coloured hair, has the dominant reading of empowerment and self expression in the modern age. Something BTS have promoted throughout their careers. BTS, are a Korean boyband, and they have a dominant role in the music video - they are also conventionally attractive but their 'feminine' take on traditionally masculine clothing could be seen as a modern depiction of men and is conventional to the pop genre of the late 2010s. The facial expressions and costumes also link with the themes and instrumentals of the song as well as the choreography being a clear convention of Korean pop music videos.

AUDIENCE:

• BTS have a global audience therefore this music video appeals to a global audience as well as a national korean audience. Fans of BTS are usually younger, female however they have a far more ambiguous demographic. Their core audience is probably a fan of boybands and pop music but the use of American references and a mixture of both korean and english lyrics, this appeals to both a western audience and a domestic audience. Halsey is an american, alternative artist and appeals to a different demographic - teenage girls, who share the same social activist mindset as many of BTS' fanbase, but enjoy a slightly different music genre. They would probably enjoy magazines such as Dazed or have a large social media presence.

INSTITUTE:

• The single 'Boy with Luv' was released by the Korean Music Label 'Bighit Entertainment' which is the record label BTS are signed to. It's a song off their newest album and follows their prior album series 'Love Yourself' - this marks a new era for BTS and offers their fans an alternative view on the band. This video was made to promote this album but also their upcoming tour, which launches their newest concept and is their first stadium tour as well as the first kpop tour to sell out stadiums globally. Since this is new, collaborating with a western artist would be a great advertising point for western audiences. 

How did this video [ICE CUBE]  set the conventions for later hip hop music videos?

•  It included key hip hop aspects such as Basketball, Gang culture and baggy clothing, Low rider clothing, the 'hood' setting and a heavy reference to the NWA and early gangsta rap videos. This also started as a foundation for the politically referential hip hop era and is an iconic depiction of 'old school' hip hop.

How important do you think music videos are in the marketing and promotion of musical artists in 2019? Are music videos essential to a band/artist's success?

• I think that music videos are important although not essential. A music video gives an artist an image - you can gain a lot from songs, lyrics and the plethora of other aspects of the music industry but music videos are visually compelling and if done well, can become a recognisable part of an artists brand, such as Psy's Gangnam Style or even Willow Smith's 'whip my hair' being talking points of their era. The choreographies of these videos may go viral, and the artists behind it will either benefit or not from this. I think that having well developed, visually compelling and creative music videos are definitely a flawless way to market an artist however with the rise in streaming and social media, it can definitely be argued that they are no longer as essential to an artist's success as they once were.