1. Music videos demonstrate genre characteristics. (e.g.
stage performance in metal videos, dance routine for boy/girl band, aspiration
in Hip Hop).
2. There is a relationship between lyrics and visuals.
The lyrics are represented with images. (Either illustrative, amplifying,
contradicting).
3. There is a relationship
between music and visuals. The tone and atmosphere of the visual reflects that
of the music. (Either illustrative, amplifying, contradicting). This is linked
to the concept of Synaesthesia - Seeing the sound, the visual, including the editing make
the sound visual. There is a physical representation of verse/chorus structure.
“This idea is absolutely central to understand
music videos as they build on the soundtrack’s visual associations in order to
connect with the audience and provide additional pleasure.” Pete Fraser
4. The demands of the record label will include the
need for lots of close ups of the artist and the artist may develop motifs
which recur across their work (a visual style that reflects their star
image/persona).
5. There is frequently reference to notion of looking
(screens within screens, mirrors, stages, etc.) and particularly voyeuristic
treatment of the female body. (Mulvey)
6. There are often intertextual references (to films,
TV programmes, other music videos etc.). (Barthes, Allen, Stewart)
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