Introduction to music videos

2. According to the uses and gratifications theory: what audience gratifications do
you get from watching a music video?
STARTER

3. What is the purpose of a music video?

4. To discuss and analyse the commercial
purpose of a music video

5.  All: will understand and be able to explain the
purpose of a music video (grade E-D)
 Most: will understand the purpose of music
videos and explain its commercial purpose
(grade C-B)
 Some: will understand the purpose of music
videos, explain its commercial purpose and
discuss the evolution of music video
consumption (grade A-A*)

6. According to what you have studied about the uses
and gratifications theory, write a 150 word essay
answering the following questions:
 What are the expectations (uses and
gratifications) of the target audience when
watching a music video?
(In other words, why do you think that a specific
audience would want to watch a music video?
Think of the uses and gratifications theory)

7.  Music videos are expensive to make, and
don’t generate any direct or immediate
profit.
 The music video is only one strand of a
multimedia campaign of promotion of an
artist.
 We can think about music videos in the
same way we think about adverts for other
products. Since adverts are very expensive,
and don’t generate any direct or
immediate profit, their purpose is to raise
awareness of a product, and persuade
people to buy it and consume it.

8. OK Go - Here It Goes Again
Watch this video:
https://www.youtube.com/watch?v=dTAAsCNK7RA

9.  Is this an example of a narrative, conceptual or
performance music video?
 Is it a mainstream or alternative example of a music
video?What is the target audience for this video?
 What are the generic codes and conventions used in
this music video?
 Do you think this music video is controversial? If so,
explain why.

10. OK Go –The One Moment
Watch this video:

11.  Is this an example of a narrative, conceptual or
performance music video?
 Is it a mainstream or alternative example of a music
video?What is the target audience for this video?
 What are the generic codes and conventions used in
this music video?
 Do you think this music video is controversial? If so,
explain why.

12. OK Go - Upside Down & Inside Out

13.  Is this an example of a narrative, conceptual or
performance music video?
 Is it a mainstream or alternative example of a music
video?What is the target audience for this video?
 What are the generic codes and conventions used in
this music video?
 Do you think this music video is controversial? If so,
explain why.

14. Pussy Riot - Make America Great Again
Watch this video:
https://www.youtube.com/watch?v=s-bKFo30o2o

15.  Is this an example of a narrative, conceptual or
performance music video?
 Is it a mainstream or alternative example of a music
video?What is the target audience for this video?
 What are the generic codes and conventions used in
this music video?
 Do you think this music video is controversial? If so,
explain why.

16.  The music video industry as a whole has a
relationship with a number of different other
media platforms and for different purposes:
 Radio (appearances/airplay)
 TV
 Print media
 Film (soundtracks)
 Internet

17.  Marketing tool to promote artist/song
 Display a short narrative and reinforces the ‘meanings’ of a song
 Creates, adapts or feeds into the representation of the ‘star
image’(reinvent)
 A product to entertain
 Attract a particular target audience
 Buy into artist lifestyle and ideas
In pairs, think about the following…

18.  Music videos can be based on the following
aspects:
 Performance
 Narrative
 Conceptual
Search for at least 1 example of each, plus 1 example
of a music video that combines at least two of the
previous categories.

19. Think about the videos we have researched and
analysed.What do they have in common?
Are there any generic characteristics that we
can find in all of them?

20.  Where does the audience fit into the music video?
 Think of audience identification and issues of
identity and representation in music videos.

21.  Music videos are created to appeal to a target audience, but how
do music videos appeal to its target audience?
 Music videos bring aural media (music) to audiovisual media
audiences (TV and internet audiences)
 Audiences can eagerly anticipate the release of a music video.
There is a demand for music videos, otherwise they would not be
created.
 Often received well by an audience (popular), in some cases the
video can be regarded as controversial. Can you think of
examples?

22. Research: Purpose of a music video (First post)
Structure of your post:
 Intro: Purpose of the music video for the institution/company behind the production
and distribution of the video (marketing) and for the audience (uses and gratifications
theory)
 Cases of study: Minimum one for each category (narrative, conceptual, performance)
to a maximum of three examples for each category.
 Generic conventions: looking at your cases of study, what are the conventions of
these videos, according to their categories and musical genres?
 Synergy: Examples of other promotional devices (marketing) used for the same cases
of study that you have chosen( such as posters, magazine ads, social media, etc.)
 Audience reception
 Use of technology
 Conclusion
 Include examples (links to the videos and images)to support and illustrate your points.