WJEC/Eduqas GCSE Media Studies: Revision Guide

Music Videos • A music video is a promotional ‘clip’ that accompanies the release of a song as a single. • Videos usually feature the artist or band, showcasing their ‘star persona’ to help sell the music. • Mainstream music videos often have very high budgets and make use of cutting-edge technology to create a ‘fantasy’ world. • Videos have been used as a marketing tool since the 1970s. More recently, videos have reached a wider, global audience via online platforms such as YouTube. Music video codes and conventions A music video is a visual interpretation of the song and usually fits its entire length. • Technical codes , including a range of camera shots that are edited to the beat of the music, create meaning for the audience. • Intertextual references to other cultural products are often used to provide pleasure for the viewers and communicate meanings. Performance : Most music videos (including all of the set products) include an element of performance, for example: • Lip-synching of the lyrics by the artist, often using direct address to engage the audience. • Choreographed dancing to create visual spectacle. Narrative : Many videos include an element of narrative to interpret the song. The artist might feature as a character within the narrative. • A short music video does not usually include a full narrative, but there might be fragments of storylines that reflect the lyrics of the song. • Binary oppositions or Propp’s character types might be evident, as these tend to communicate meanings quickly and clearly. • Messages and values are often conveyed through the visual images and narrative, often reflecting the context in which the video was produced. Reminder Checklist of Key Points The codes, conventions and history of the music video are explained in detail on pages 163–167 of the student book. Link The video for ‘Story of My Life’ by One Direction includes many typical conventions of the form. Michael Jackson’s video for ‘Thriller’ won the MTV award for Best Choreography in 1984. Katy Perry’s video for ‘Chained to the Rhythm’ references 1950s popular culture to help communicate a message about people conforming to society’s ‘norms’. 137 5 Component 2: Understanding Media Forms and Products