Introduction to Music Video

1) What are the key conventions of music video?

Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and 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.

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

MTV was launched in 1981 as a platform for music videos and the first music channel on television so many people became artists to get onto the show by creating big high budget music videos

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 as a platform for music videos and the first music channel on television. Programs such as BBC show Top of The Pops also showcased music videos from the charts alongside ‘live’ stage performances. 

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

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common. The rise of new and digital media paved the way for bands such as One Direction ‘manufactured’ by the industry and increasingly promoted through convergence on social media to maximise profits for the record companies.