Media powerpoint task one

1. What is a music video for and why
is it important?
By Huda Ahmed

2. The purpose of a music video
• Music videos allow listeners to establish a visual connection with the song, it can leave the
listener with a good impression which leads them to watch the video repeatedly as well as listen
to the song
• It also gives the artist a chance to display other talents apart from singing, they may be able to
play instruments or even have dancing skills, this gives them a chance to get on a pedestal and
the audience will think highly of the artist.
• By having a music video it can be played on multiple platforms such as the television (music
channels), YouTube (which can then be shares on to Facebook and twitter), this will gain the
artist popularity.

3. Why is it important?
• Music videos are apart of technological growth, as the music industry grows in order to match
how fast society is moving they need to make sure profit is always stable, by expanding the
margins of what a singer is it allows artist to become anything and anyone they want, by
always re inventing themselves they can become who ever they need to be to sell their music to
their target audience, and the main and easiest way to re invent yourself is by creating music
videos.
• For example, Ariana Grande is known to be cute, petit and her target audience loved it, now
she has had to expand her fan base and target an audience that can attend concerts and pay for
her album so she decided to become a mature young woman with songs that are no longer so
innocent and censored.

4. Goodwin’s Conventions
• Relationships between Music and visuals
• Relationship between lyrics and visuals
• Intertextual references
• Genre characteristics

5. Frith’s 3 typologies
• Performance- Bands mostly go for the performance type of videos,
mostly because their instruments are a large part of their music and it
also allows them to show off their musical talent without listeners
having to attend a concert, it gives the audience a concert experience
from the comfort of their bedroom

6. Frith’s 3 typologies
• Narrative- This is used to visually express the story the artist writes about, it
usually has the same conventions of films with an equilibrium that becomes
disrupted or a disruption solved and there is an equilibrium, singers mostly go for
this type of video.
• Eg. Beyoncé- If I were a boy is about double standards and also gender roles,
without the music video it would hard to create an image and emotional response
to what Beyoncé is trying to touch on.

7. Frith’s 3 typologies
• Conceptual- this type of video is usually very vague and open, it
usually sticks to one or concepts but they don’t ever shift into the other
typologies. They don’t tend correlate with the lyrics of a song but they
may have a deeper meaning, it gives room for interpretation and for the
audience to relate it to whatever they wish.
Chris Brown Featuring Usher- New Flame.

8. Genres