Andrew Goodwin identified 7 key characteristics typically found in music videos: 1) Demonstrating genre characteristics 2) Relationship between lyrics and visuals 3) Relationship between music and visuals 4) Close-ups of artists 5) References to looking/voyeurism 6) Recurring motifs 7) Intertextual references. The document discusses applying these characteristics, specifically matching genre, lyrics, and music, to their music video. Steve Archer's theory is that music videos should have a strong relationship between narrative and performance. Cutting between these keeps audiences engaged. The document discusses balancing narrative and performance in their video, inspired by the original "The Mother We Share" video. John Stewart's theory is that

1. THEORISTS
Andrew Goodwin:
Andrew Goodwin has 7 key features or characteristics that are usually found in music videos. These are:
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).
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, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
6. The artist may develop motifs or iconography that recur across their work (a visual style)
7. There are often intertextual reference (to films, TV programmes, other music videos etc)
Throughout our music video we will try and consider/include Goodwin's 7 characteristics. We will specifically include the relationship between the music and
visuals, as when creating the story board we tried to make the cuts land on parts of the song where the beat changed, so that the video would flow well with the
music. As well as this we hope that the music video will match the genre, as our band members will be wearing indie clothing and the lights we will hopefully use
will put across the techno vibe of the song. There will be plenty of close ups, as we have already put these into our story board and the lyrics will hopefully be put
across in the visuals of the narrative aspects we have added into the music video.

2. Steve ArchersTheory.
■ “There needs to be a strong and coherent relationship between narrative and
performance in music promos.
Music videos will cut between a narrative and a performance of the song by the band.”
■ We have decided to go with Steve Archers theory for our music video, as we believe
that it would be easy to make a balance between narrative and performance during
our video.We have already story boarded our video and we do have a balance of both
of these aspects, the video being slightly more performance than narrative.
■ We took inspiration from the original music video of ‘the mother we share’ as the
original was also a balance of both narrative and performance.There will be regular
cuts from narrative to performance during the video, we believe this will make the
music video much more interesting and will hold the audiences attention for much
longer.We also think that the narrative aspect will help portray the meaning of the
lyrics over to the viewer more than just an artist singing the lyrics, only showing slight
links to the lyrics through their facial expressions.

3. John StewartsTheory
The music video has the aesthetics of aTV commercial, with lots of close-ups and lighting being used to focus on the star’s face.
He sees visual reference in music video as coming from a range of sources, although the three most frequent are perhaps cinema, fashion and art
photography.
Stewart’s description of the music video as ‘incorporating, raiding and reconstructing’ is essentially the essence of Intertextuality, using something
with which the audience may be familiar, to generate both nostalgic associations and new meanings.
The video allows more access to the performer than a stage performance can.The mise-en-scene, in particular, can be used to emphasise an
aspirational lifestyle.
■ The music video will resemble the aesthetic of aTV advert, as there are plenty of close ups of both the star and the narrative character.The
lighting used will also highlight the stars face, as we want to use lights to make the performance aspects more interesting and to emphasize the
techno genre of the song. We hope to use lights to create effect at beat changes and to also increase the pace of the performance aspects to
make them more endearing/ fascinating.
■ We have tried to add in references from other texts, such as films and fashion.The band will be wearing indie clothing, and will look the part.We
will hopefully be able to add in some specific brands to make the video more professional.The Narrative scene is very basic, and is inspired by
other music videos which feature similar aspects, like ‘Titanium’ and ‘Faded’.These two songs were very successful and the video for ‘Titanium’
was extremely well reviewed, so ours will hopefully be similar, and will make the audience familiar with the video, bringing back memories of the
titanium video and adding in new ideas as well.This is bringing in Stewart’s theory as we are reconstructing and incorporating ideas from
previous videos to address the audience with parts they will remember.
■ Finally, the video will allow more access to the performer than a stage performance, as we will use several close ups to bring the audience closer
to the star.This will entice the audience asthey will want to feel close to the performer and will find the music video more entertaining then
seeing them live as they will be able to interact with the star more and will feel closer to them.