Music video: Introduction

1) What are the key conventions of music video?

The key conventions of music videos are; camerawork, actors, editing and performance element/narrative

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?

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common.

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

MTV was launched in 1981 as a platform for music videos and the first music channel on television. Music videos were an important part of the music industry in the 1980's and 1990's because big budgets were spent on producing innovative and creative music videos such as Michael Jackson’s Thriller that had a film narrative, a well known director and featured intertextuality (horror films).

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. 

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?

Piracy on the internet was a problem for the music industry because they could not keep up with illegal downloading and streaming services where fans shared content for free. This would mean the music industry would stop making any profit money at all. 

7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.

Eventually, the 2000's saw the rise of streaming services with subscriptions such as Spotify, Apple Music, Beats Music and (most recently) YouTube Music. This has allowed the music industry to start making money again from audiences buying (access to) music. 

8) What is digital convergence?

New platforms and music apps on smart phones mean that listeners are now becoming one-device consumers and using their phones for all media access. Audiences can access all media products on one device (usually their phone).