Music Video Key Knowledge

* visual stimulation to a song
* gives more context/meaning to a song
* marketing for the artist
* escapism
* gives more info about the artist
* promotion of both artist and song
* **build an artist’s star image/brand**

What is the purpose of a music video?

celebrities are commodities, only valuable when marketed correctly and they need to be:

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What is Dyer’s Star Theory?

Coined by Henry Jenkins, it describes lots of media platforms converged into one to make things easily accessible and spreadable e.g. a camera and a contacts book all on a phone

What is technological convergence?

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How much do Spotify artists get per 1 stream?

A story tends to start with an equilibrium, go into a disequilibrium and then have a new equilibrium and this tends to happen in music videos

How could we apply Todorov’s Narrative Theory?

One way to build a story is to use binary opposites which music videos tend to do to simplify their story

How could we apply Levi-Strauss’ Binary Opposition Theory?