The document analyzes conventions in the music video for "The Sun and the Rain" by Madness. It summarizes that voyeurism and notions of looking are prominent conventions utilized throughout the video. Intertextuality is not heavily featured aside from a reference to the B-side single. Clear links are drawn between the lyrics and visuals, such as Suggs singing about rain while standing in the rain. Close-ups of the band members, especially the lead singer Suggs, provide star appeal. The relationship between the music and visuals is also strong, with shots and actions syncing up to the music.

1. The Sun and
the Rain –
Madness

2. Voyeurism and notions of looking
Andrew Goodwin argues that voyeurism and notions of looking are a big part of music videos. It is a key convention and is present
throughout the music video for ‘The sun and the rain’ by Madness. We can see the lead singer, Suggs, looking directly into the camera
on several occasions and the gives the audience the feeling that he is addressing them personally. A lot of the group in the video are
wearing sunglasses or glasses and this also gives the impression of looking. Another shot that represents looking is the third image
I've shown that shows a man standing next to his reflection in a mirror. This is yet another reference to the notions looking. Whilst
the video doesn’t conform to all the genre conventions it does conform to this one.

3. Intertextuality
Although Intertextuality is a music genre convention, there
isn’t a lot of it present in the music video. There is however a
reference to the B side of the single as in the video they have
their saxophonist, Lee Thompson running around with a
rocket strapped to his back. This makes the sun and the rain
different to the other two videos that I have analysed where
intertextuality is very obvious and present throughout.

4. Relationship between lyrics and visuals
Andrew Goodwin says that there are many conventions that are in a music video. One of the conventions is the link between the lyrics
and visuals..
The video starts with the lyric “its
raining again” and shows Suggs
standing outside in the pouring
rain. He later repeats this lyric whilst
looking out of the window in the
rain. This is a very strong,
illustrative link between the lyrics
and visuals.
Another link between the lyrics and visuals is
shown with the lyric “” and the visual of a
group of men dressed for rainy weather
walking in a line.

5. Relationship between lyrics and visuals
There is quite a clear link between the lyric “do do do” and the visual of two men once again
dressed for bad weather holding up cards with the lyric on them. This is meant in a tongue in
cheek way and is a way of poking fun at themselves.
The line “I can feel the rain pouring in my ear” is shown visually by suggs cleaning his ear out as
if he had gotten rain in him ear. This is a very clear and illustrative link between the lyrics and
the visuals.

6. Close ups and focus on star appeal
Close ups and focus on star appeal are another very important
convention of a music video and is usually the most present aspect
of a music video. The video for the sun and the rain features a lot of
close ups and focus on star appeal. A lot of the video is focussed on
suggs however the rest of the band do join and this gives the star
appeal to the video.

7. Relationship between music and visuals
The relationship between the music and the visuals is very important to a music video. The link
between them in the music video for ‘ the sun and the rain’ is shown in lots of different ways.
The shots speed up as the music does and the action gets far more frantic as the music does the
same. Even though you cant see the band playing their instruments when the guitar solo
starts one of the band pretends to play the guitar on his umbrella and then a little later on
someone dressed as a fireman comes in once again pretending to the play guitar.