1. Music theory’s- Andrew Goodwin
1. Music videos more often than not tend to include a demonstration of genre
characteristics.
For example , a video with lots of dance routine, high key lighting, and a flashy materialistic
mis-en-scene often illustrates a pop genre , whereas with indie genre the lighting is more
natural and the mis-en-scene more simple or relatable to the audience.
2. There is a sufficient relationship between music and visuals or lyrics and visuals.
This can either be used illustratively (to illustrate meanings of lyrics and the genre), for an
amplifying purpose (where meanings are repeated, drumming in affects and images into the
audience’s head) or even for contradicting (where the meaning if the song is ignored, this is
more common in abstract videos).
3. There are demands of record labels to include a need for lots pf close ups of the artist
and the artist may develop motifs which reflect in their work.
This is a common feature amongst artists signed to major record labels; as how the artists
are represented to the audience is a more important factor in their career than say artists
signed to an independent label. This is also referred to as the ‘Star image’. Also the
developed motifs act as a tool which gives the artists some identity and can be recognised
by their audience. It can also act as a marketing strategy as these motifs become a symbol
for the artist, which could be used as a promotional tool.
4. There are frequent references to the notion of looking and particularly voyeuristic
treatment of the female body.
The notion of looking refers to how the camera within the video replicates what is seen with
the human eye, for example screens within screens, and the artists/actress looking into a
mirror. It can give the audience the feeling that they are involved in the video, especially
when the artist looks directly at the camera (direct mode of address).
The way voyeurism works is how the audience members feel like a part of the artist’s life by
having a window into their world (music video). Furthermore the treatment of the female
body refers to how in many genres of music videos, especially R&B and pop, the use of the
camera sexualises the female body, containing close ups which act as a tool to promote the
artist and attract a male audience. This convention also has the effect of idolising the artist
and the stereotypical image of an attractive woman which the mass media has created.
5. Often inter textual references
In many music videos Goodwin noticed how it may be linked to a popular piece of existing
media. This can act as a tribute, which inevitably means the audience can understand the
narrative more clearly and are attracted to it, noticing the existing motifs. This can also
occur in Parody music videos.
