Music videos typically contain characteristics associated with their genre to represent the lyrics visually. For example, rock videos often use a stage environment to seem realistic, while rap videos usually feature dance routines, luxury locations, and attractive women to promote the lifestyle. Music videos are also sometimes inspired by films through intertextuality, such as rock drawing from horror and rap taking from gangster movies. Record labels promote artists through consistent visual styles across their videos and close-ups to make the performer likable and recognizable. Music videos generally include intertextual references to other media like films, TV, and viral trends to connect to familiar concepts.

1. ANDREW
GOODWIN
THEORY
Robert rowe

2. Music videos characteristics
Usually, it is suggested that music videos are more likely to contain
generic characteristics that would normally be associated with
there genre.The selected feature included in the video connote the
lyrics, making a visual representation and therefore allowing the
audience to connect more easily.
For example: a video from the rock genre will generally use a atmospheric environment
such as a stage to simulate an element of realism for the view; allowing the selected target
audience to feel like they are apart of the crowd
On the other hand a video from the rap genre will usually display a dance routine, with
professionals choreography, alongside beautiful location with the company lf attractive
females to indicate the advantage of being a rap star; the goa’ here is to promote that
dream like lifestyle
Music video can often be inspired or linked to films, this is know as
intertextuality
For example; you could suggest that many rock songs are influenced by horror.
Gangster films have been very influential to rap songs
The majority of alternate songs are inspired by fantasy; or the escape of realism

3. Voyeuristic
treatment of the
female bodyThe conception that is surrounding by this theory is looking; men an
woman can be portrayed a seductive due to the notion of eye
contact to the camera, along with body language to create a
hypnotic connection.The notion of looking can also be associated
with the use of props.
E.g. A variations of looking instruments are all referred to and commonly used.This
includes: mirror, cameras, telescopes, binoculars and magnifying glasses
Voyeurism is used to sell/promote the artists music by using sex appeal to draw
attention to them. A example of this is Nicki minaj, who uses the aspects of the female
body to capture both the men and women of her target audience. This is usually done
by her body language and revealing clothing.
Voyeurism is only seem from one angle, because this doesn‘t seem to be a common
conceptions that male artists portray in their behaviour

4. Succinct relationship
• There is a succinct relationship between music and visuals.
• This is either Illustrative, amplifying and contradicting
• A good example of this is the song killer/papa was a rolling by George Michael

5. Record label The record label which the selected artist is
representing has to meet certain criteria and has been
submitted to a range of demands that has been
implemented by the label for promotional purposes.
They offer contain a range of close ups to promote
the face, showing the public how attractive the
performer is, which is used to make the more likable.
Alongside this the visual style will be consistent in
their work to make them more recognisable.
E.g. an example of an iconic visual style was lady gaga and her
usually outfits, ranging from colourful pop art clothing, to a dress
made entirely out of meat
The “100” by Drake and the Game is an good example of where the
artist is directly addressing the audience. They are trying teach out
to us for a emotional connection due to what they are rapping
about

6. Intertextual
references
Music videos usually have a intertextual reference.The
majority of time there is a connection to other types of
visual media. For example; films,TV programs, other
music videos or even viral trends.This is what people
suggest as being the ‘pun’ of the video, because it has the
characteristic of something else.
E.g. Drakes “hold on, we are going home” is referring to the movie
Scarface: in this video he is seen to be a modernised Tony Montana
Or another example is “memorised” by Ja-Rule and Ashanti which is
referring to the movie Greece; this is very obvious to the costumes and
locations