Goodwin

• Relationship between the lyrics and the visuals.

The mise-en-scene and events of the video match with lyrics of the song, this then helps to portray the meaning behind the song.

• Relationship between the music and the visuals.

The video is edited in sync with the rhythm and beat of the song matching the cuts and/ or effects to certain drum beats and notes.

• Music videos have genre characteristics

Specific features are expected to be in the video depending on the genre of the music, for example in pop the use of performance and dance choreography, whilst an indie band are expected to have performance shots of the band and cut to a fast beat along with a conventional rustic look and occasionally black and white filters.

• Often due to the demands of the record label, artists videos will include many close ups of the artist and have them to develop their own style.

This allows the record label to promote a set image for the band or singer, which will help target audiences relate to the band or singer.

• Emphasis on 'looking'.

The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men for example a sexual attraction to a heterosexual male with shots of females in the video. This often means an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience make a direct connection with the artist / band.

• Intertextual references.

Music videos reference other areas of media, the videos may also have another meaning to them.




In 1992, he wrote a book ‘dancing in the distraction factory’. (some of his theory are already outdated)

He came up with a theory, that there are 5 conventions of music videos:
1) Thought beats- There is a link between the audio/music and the visuals.

2) Music videos either have a narrative, or it would be a performance based or mixture of the two. It would have an simple narrative, that is easy to follow and links in with the music. The artist can act as the model, narrator. You would have to have one person from the band or the artist in the video, by the music company.

3) The Star image. Music videos are mainly used to promote the artist and their music. By giving the artist more screen time, the big companies for first music videos they make sure there are a lot of close-ups of the artist. There are demands by the record label, their aim is to maximize sales, the whole point of making music videos in the first place.

4) The relationship between the visuals to the song. Illustrate, music videos use certain images & shots to illustrate/explain the meaning of lyrics to their song and the genre. Disjuncture, this is when the meaning of the song is completely ignored in the music video. Amplify, This is when the images and camera shots are manipulated and shown repeatedly through out the music video and is drummed into our vision. Relation between the music and visuals.

5) Technical codes. Camera angle, movement, lighting, editing, and visual effects all post production work together to create a meaning for the music video. Atmosphere, mood, tone can be reflected through use of colours, pace of editing and variety of transitions.

The conventions:
1. Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).
2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).
3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting).
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).
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference (to films, TV programmes, other music videos etc).

source of some information: http://f9visuals.blogspot.co.uk