1) What are the key conventions of music video?Music videos typically feature movement – often fast paced either in terms of actors, camerawork or editing. Many contain a performance element or narrative. Music videos can also feature visual effects and intertextuality.
2) What is intertextuality?
When one media text references another.
3) When did music videos first become a major part of the music industry?
The popularity of music videos increased when MTV launched in 1981. Although budgets of music videos have decreased since the 1990's, their accessibility has increased due to digital media.
4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?
MTV launched in 1981. Music videos act as a promotional product and an artform in their own right.
5) How are music videos distributed and watched in the digital age?
Due to digital media, music videos are distributed on sites such as Youtube rather than MTV, which is known mainly for reality tv.
One Direction: Industry
1) How were One Direction formed and how is this reflected in the music video for History?
One Direction were manufactured on the X Factor by Simon Cowell. This is reflected in the History music video as they show several clips from their time on the X Factor and show their gratitude to Simon Cowell.
2) What is vertical integration?
Vertical integration is when one conglomerate owns different companies in the same chain of production.
3) What is horizontal integration?
Horizontal integration is when one company buys other companies at the same level of distribution.
4) How has technological convergence changed the way audiences consume music videos?
The way audiences hear music has vastly changed. Rather than using methods such as the radio,where audiences could only hear the music, the rise of digital music channels (e.g. MTV) has meant that music videos are used as an efficient way of promoting artists and they are very common, especially with manufactured artists.5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos?
They control the image and brand ethos of the band so they have input in the way the boys act and behave. They control the music released so they have a lot of power over their sound and who they are targeted towards.
Audience
1) What is the main One Direction audience - demographics and psychographics?
Demographics-female, teenagers (12-18)
Psychographics-Mainstreamers, the target for their music is a large proportion of teenage girls and their pop sound is very mainstream.2) What audience pleasures are offered by the music video for History?
Personal Relationships- devoted fans get to see how the relationship between band members have evolved and also, the song's lyrics could also be applied as a message between the consumer and the artist.
Nostalgia-the video uses black and white toning to create a sense of time passing. It also uses clips from the band over the years that will create a sense of nostalgia for fans.
Diversion- the music video is very polished and well made, there is very little sense of realism.3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments?
The opening black and white shots would appeal to One Direction fans as it showcases their initial rise to fame and reminds their fans of how their careers first started-it provides a sense of nostalgia.
The wide shot showing the group standing by their fans hints to the audience that they have played a key role in the members lives and highlights their gratitude, rewarding the fans-personal relationships.
The coloured shot of the group singing emphasises how much they have changed since their debut as a group, it contrasts with the first shot.4) What is nostalgia and why is it a key audience pleasure for the History music video?
Nostalgia is yearning for the past, typically associated with happy memories. It is a key component of the video as it was the groups last video before their hiatus and it summarises all of the best moments of their careers so far.5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?
Producers want fans to be able to look back fondly on all the memories but there is also an element of sadness as it symbolises the end of an era.
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