Music Video Factsheet Individual Notes

The Purpose of a music can vary to be used to promote the artist/band with their own products, such as their new album or even, perfume or aftershave (for example popular boy/girl bands will do this, mostly with a teenage girl target audience fan base, as teenagers are more likely to buy into their merchandise) or with products of a company/business that help fund the music video, usually known as product placement,

The purpose of a music video can also be to promote a film that the song is within the films soundtrack, for instance, 'Let me in' by Grouplove contains clips from the recent film 'The Fault in Our Stars' which promotes the film, and also the band, because fans of the band are more likely to go and see the film as they are part of the soundtrack, and fans of the book and new film adaption will most likely go and check out the band.

Music videos' are now more accessible due to the development within the digital age, for example we can now access music videos on the go on devices such as a smart phone or a tablet, compared to how it used to be. Before the development, the only time that you could catch the latest music video was by tuning into 'Top Of the Pops' which ran from 1964-2006 to which the label company would give permission for the song to be played at one slot, so there was no copyright or illegally recording the song.
Due to the development in technology being able to monitor who see's or downloads what it becoming more difficult as everyone is online, and also with the rapid increase of conversion websites linked to YouTube, people are more likely to illegally download the song and not pay for the artist/band on websites such as 'ITUNES' meaning a severe loss in profit for record labels and the artist/band their/themselves.
- example of a conversion website:  http://www.video2mp3.net/

YouTube channel 'VENO' was created simply to watch music videos of most likely any artist within the label, such as 'One Direction', The channel also has links to 'ITUNES' and 'Google' to the artist/bands song so audience members can buy the song or even, merchandise of the band/artist if they wished.


When it comes to conventions of a music video, movement is a big factor, as it will compliment the tempo of the song, or even help tell the narrative, for instance in 'Rude boy' by Rihanna, when she hits the drum hit to the timing of the song, the comic flashing lights behind her change to the beat of the songs tempo. However the movement doesn't always have to come from an effect or the band/artist being filmed, the movement can also come physically from the camera, in the form of tilts, zooming in and out, tracking etc...  The speed of the editing usually fits the tempo of the song, and again can be used to help explain the narrative.

The narrative can also be related to the lyrics of the song, for example in the music video 'I was a teenage anarchist' by Against me! we are greeted with a man running from the police, indicating a loose narrative to link with the lyrics. The artist/band will also be seen to be lip-syncing or playing instruments used within the song. The artist/band can also choose to either be seen as the centre of attention, usually seen with them playing themselves performing in front of an up beat crowd, they can choose to play other characters rather then themselves, or they can choose to not be the centre of attention and fade into the back-ground, an example of this is 'Give me love' by Ed Sheeran, as the only time we see the artist is him sat alone in a coffee shop.




The music video can also contain Intertextuality which shows references to iconic scenes or costumes used in other music videos, for example the wanted in their music video to 'Walks Like Rihanna' they re-create back street boys and Nsync (this can be shown in the thumbnail)

This research will now be able to aid me to when I come to creating my own, and the work coming up to the creation, because I now have a better understanding on music videos.

References: Music video factsheet provided by Media Studies teacher
                     YouTube for the video's
                     Google images.... for the images