Introduction to Music Videos

1) What are the key conventions of music video?

- Mise-en-scene - costumes, props, settings

- Intertextuality 

- Narrative

- Performance element 

- Visual effects

2) What is intertextuality?

Intertextuality is when one media text references another media text -through genre, conventions, mise-en-scene or specific cultural references.

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

When MTV was launched in 1981.

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

MTV was launched in 1981. Music videos quickly became an important part of the music industry in the 1980s and 1990s as big budgets were spent on producing innovative, creative music videos.

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

In the digital age, music videos are distributed and watched through convergence on social media. Streaming services like Youtube, Apple Music and Spotify have made it easier for artists to make money from their music digitally. 

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?

After reading The Guardian's feature on whether YouTube is beneficial or detrimental to the music industry, I believe that the answer is not as clear-cut as one might hope. On one hand, YouTube has provided a platform for smaller and independent artists to gain exposure and build a fanbase. Many successful musicians today got their start on YouTube, and the platform has made music more accessible than ever before. On the other hand, it is clear that the platform needs to do more to ensure that artists are fairly compensated for their work.

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?

I don’t believe that video games are more influential than music videos as music videos help to support breaking new artists which video games do not provide. Music videos also allows the audience to have a clear view on the artists which the same cannot be said for video games.