Music Video introduction blog task

 Music Video introduction blog task

The purpose of a music video is to sell products like the song featured in the video.

The digital age has changed the production and distribution of music videos. Music videos can be viewed on multiple devices and streaming services. Youtube, Spotify and Apple Music are examples of this.

Vevo is an American multinational video hosting service. There are three major record labels behind VEVO;  Universal Music Group, Sony Music Entertainment and EMI.

Key conventions of a music video: 

• Narrative 
• Movements to complement the rhythm of the song: Actors, Camerawork or Editing 
• Visual effects 
• Intertextuality 

Narrative can be used in a music video to add a deeper meaning to the song or create a storyline for the viewers to follow. An example of this is Into You by Ariana Grande. 

An example given in the factsheet for intertextuality is 'All the small things' (Blink 192) using references from other major pop artist videos, such as Christina Aguilera's 'Genie in a bottle.' and Back Street Boys (I want it That Way)

Audiences commonly enjoy intertextual references in media texts because it excites and satisfies them when they are able to identify what the media text is referring to. It gives them a sense of accomplishment. 

Music video analysis: 

• Conventions (movement/narrative/artist)

'One Last Time' by Ariana Grande follows an apocalyptic narrative where two of the main protagonists are finding a way to safety. This Narrative that is incorporated in the music video somewhat links to the lyrics and title of the song. The music video is shot in a 'Found footage' type of way. Ine of the main protagonists are filming the events of the 'Apocolypse'. This immerses audiences into the music video as it feels realistic and more personal. This music video does not contain lipsyncing and dance moment that complements the rhythm of the song as the main focus is the apocalyptic events that are taking place within the video. However, the artist of the song (Ariana Grande) is seen throughout the music video as she is the main character. 

• Intertextuality and Audience 

Intertextuality is seen towards the end of the video as the person who was holding the camera is revealed. The man that accompanies Ariana in the closing shot of the music video is a well-known actor that starred in a hit show 'Victorious' on Nickolodeon. Ariana and him world alongside together on the show and that is where both of the actors gained their recognition. Audiences will recognise Matt Bennet and gain an audience pleasure from recognising him and they will also gain a sense of nostalgia. 

• Representation

Ariana Grande is the artist of the video and the main character. She is seen wearing casual, athleisure clothing with her hair tied up. Ariana's clothing represents her as someone who displayed as laid back, which is very similar to how she dresses in her everyday life. 


Ice Cube's It was a good day (1993) set the conventions for later hip hop music videos. This music video featured scenes of low rider cars, basketball gang culture and baggy clothes and the 'hood'. These conventions featured in the video was set in South Central Los Angeles, an area that is commonly linked with early gangsta rap. The director that filmed 'It Was A Good Day' was often credited for being the first director to incorporate many visual codes that would later become widespread in gangsta rap videos.

Overall, I believe that music videos are poignant in the marketing of a song. Depending on the type of video, audiences will be given many audience pleasures and this will motivate audiences to share their experiences with, which brings more attention to the music video. Therefore increasing how many people the song reaches