AQA GCSE media studies Black Pink music video

This is a Targeted Close Study Product. You will need to focus on the following areas of the Theoretical Framework:
Media Audiences
Media Industries
You will need to make explicit comparisons with your other music video CSP:
I Bet You Look Good On The Dancefloor (Arctic Monkeys).
Blackpink was formed in 2016 by Korean entertainment company YG Entertainment and by 2020 was one of the most successful K-Pop bands in the world. As of 2021, the band was the mostfollowed girl group on Spotify and the most-subscribed music group, female act, and Asian act on YouTube. This 2020 video promoted the lead single from Blackpink’s first Korean-language studio album, The Album. The video, released on 26th June 2020, was premiered on Blackpink’s YouTube channel at the same time as the single was released. The video broke many YouTube records, including most-watched premiere (1.66 million concurrent viewers), most views within 24 hours for a music video (86 million views) and fastest video to achieve 100 million, 200 million and 600 million views. It was the 3rd most viewed music video of 2020. As of March 2021, the video had over 800 million views and had achieved over 19 million ‘likes’. The video’s release was preceded by a series of teasers on the band’s social media accounts (including posters, photos focusing on individual band members and videos) and a reality show (24/365 with Blackpink, available on YouTube). A “dance performance” video including the choreography for the music
video was released in July 2020; by March 2021 this had achieved over 600 million views and was placed in the top 20 videos of the year by Billboard magazine.
This product provides a range of opportunities to study convergence between media industries, the
role of music video in reaching audiences and the relationship between producers, audiences and
platforms. It also offers the opportunity to consider the global nature of media audiences and industries.
You will need to look at how the official music video is designed to target a range of audiences as well as examining how it was distributed. Theories of uses and gratifications should be considered as well as broader issues about globalisation, cultural imperialism, and the changing nature of music videos as a media form.