2. Music video are associated with:
-Links between lyrics and visuals
-Links between music and visuals
-Genre characteristics
-Intertextual reference
-Notions of looking
-Performance, narrative, and concept based
music videos
-Demands of the record label

3. Lyric, Music and
visual :The relationship between lyrics and visuals is either
Illustrative – The video helps convey the meaning of
the song
Amplifying – The video repeats or exaggerates an
effect, moment or phrase from the song.
Contradicting – The video completely ignores the song
He also suggests lyrics will make constant references to
visuals on screen.
Visuals will reinforce what the lyrics say.

4. Genre Characteristic:
• Music video demonstrate genre characteristic
e.g. Stage performance in metal video, dance routine
for boy/girl band.
These are
depicted as
the certain
traits
associated
with a
particular
music genre.

5. Notions of Looking:
• Notions of looking plays on the idea of gaze
and the way characters are visualised and
represented.
• It does not just restricted to women, it may
also represents of men as particular as
gangsters, cheats etc.

6. Intertextual reference:
• The way in which texts refer to other
media texts that procedures assume
audiences will recognise.
e.g. refering to other videos, films, TV
programme of other media text.

7. Demands on Label:
• 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.
• Such demand could be made by the label
e.g. develop a single, sexy image etc.

8. Structure:
• Narrative: Linear – tells a story from start to
end.
• Performance – Takes from live
performances/ does not have a particular
story.