Keith Negus' Popular Music in Theory: incredibly useful for both coursework and exam, this gives you a summary of media theories applied to music. Great for the Evaluation, but also blogging about audience; brilliant for both Q1 and Q1b of the exam. It is quite old, but still useful.
Not particularly academic but very useful for the history of music vids, + refs/analysis to/of many vids and directors you won't have heard of (but which could give you ideas), is Austerlitz' Money For Nothing: A History of the Music Video From The Beatles to The White Stripes. You can of course try a general music video (book) search, and you'll come up the likes of this. Austerlitz provides a history of the music video and how it developed over time, and mentions (details) lots of examples you won't have come across - but which might help for ideas. Such examples may also end up being used in your exam too.
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Anita Elberse's Blockbusters looks at how digitisation has changed the media industries (including chapters on the music industry) ... whilst also reinforcing the dominance of the major conglomerates, those with the largest distribution and marketing networks and capacity, and financing for large production budgets.
Case studies of Lady Gaga and Jay-Z show how modern marketing reflects digitised convergence, with Starbucks and Microsoft's search engine Bing playing major roles in the campaigns covered, as well as further tie-ins with tech and other brands.
See this post.
Andrew Keen is another useful writer; he critiques web 2.0 - very useful for your exam. You can get some of his work very cheaply on Kindle.